It’s telling that when I joined Young & Rubicam in 1983, I was required to attend the CAAP course. Don’t get me wrong, I read many advertising books before my first job interview in advertising in order to learn about the craft. It changed the course of my life.”I doubt anyone working in ad agencies today has read it once, let alone seven times. In fact, most advertising professionals today haven’t read academic books about advertising. Perhaps it’s time for a new chapter in advertising education, one that champions a synergistic blend of academia and industry.
