The Association of Independent Commercial Producers (AICP) Show & Lecture Series was once again a resounding success. Yet beyond last week’s festivities, the insights shared, and the great work that was honored and archived at the Museum of Modern Art, another development–albeit somewhat low profile–also ranks as cause for celebration. And if all goes well, it could be a lasting celebration, with deserving students in need receiving financial assistance for an education from the Adcenter at Virginia Commonwealth University (VCU).
The AICP announced the inauguration of the AICP Directors Scholarship to provide financial aid to Adcenter students. The hope is that this will mark the beginning of increased scholarship opportunities year after year. The Adcenter educates students in advertising art direction, copywriting, strategy and media planning, with graduates earning a Master’s in Communications degree. The school’s curriculum, student networking and collaboration goes a long way toward helping to groom creative talent for the industry.
Plans call for scholarship funds to come from well-known commercial directors who would donate a day’s pay each year to provide assistance to needy students. Already committed to making donations are directors Joe Pytka of Venice, Calif.-based PYTKA, Erich Joiner of bicoastal Tool of North America, and Baker Smith of Santa Monica-headquartered harvest. Additionally, Kodak will contribute to the VCU Scholarship Fund an amount comparable to the typical cost of film used for a commercial shoot. Kodak has been an Adcenter supporter since 2003.
“The premise is that directors donate the amount equal to their day rate to change the course of a student’s life,” said AICP president/CEO Matt Miller, who described these students as “future creative leaders of the industry.”
The notion of established talent contributing to the development of new, up-and-coming talent is particularly appealing, with successful artisans giving back for the overall good of the community at large. A day’s pay becomes positive payback.
Rick Boyko, managing director of the VCU Adcenter, observed, “The scholarship will benefit the directors as well as the students. The directors will be donating to a good cause, aiding students who will be the new creatives in years to come, the ones who will be providing top-notch storyboards for directors to work with.” Before coming aboard Adcenter, Boyko was the co-president and chief creative officer of Ogilvy & Mather North America.
“Kodak recognizes that the future decision makers of the advertising industry are being primed through the master’s program at the Adcenter,” stated John Johnston, sales and marketing manager of the Americas region for Kodak’s Entertainment Imaging Division. “We applaud the AICP for their innovative support of VCU’s program, and are proud to simultaneously help the industry’s next generation.”
VCU will create a link on its Web site to inform students about the new scholarship program. The link will also provide information on the directors, whose donations make the scholarships possible.
“We’re currently spreading out a small amount of money for students who require aid,” said Boyko. “The AICP Directors Scholarship will allow us to help more students and assist those whose needs are greater than we were able to accommodate before.”
