Pete Safran, Vice President of Creative at Lincoln Financial, has been a long-time fan of SC&I, as a Rutgers alumnus who majored in Journalism and Mass Media. So, when he was attending a Communications Media Management Association (CMMA.org) conference, Safran stopped by the SC&I booth to say hello. He also happened to ask if the school offered any professional development programs. When he learned about the Rutgers Advanced Creative Operations Certificate Program, he was hooked.  

“I was intrigued by the opportunity to learn what others in my position were doing and thought my CMO would appreciate my effort to better my department,” Safran said, explaining his decision to enroll in ACO.

The Rutgers ACO is the first and only professional credential in creative operations offered by a university. A three-month program, it is offered 100% online and in an asynchronous format, so students working full-time can manage their schedules by controlling when they listen to the lectures and complete the readings and assignments.

“About four weeks in, I had an epiphany, a true aha moment of excitement, a realization that I could positively impact the creative team at Lincoln,” Safran said, explaining his experience while taking the Rutgers Advanced Creative Operations Certificate Program. 

“To be honest, I never expected the course to have such a profound impact on me,” Safran said. “I thought I was going to skip through it, showing what I was doing well. Instead, it opened my eyes to how much more I could be doing. About four weeks in, I had an epiphany, a true aha moment of excitement, a realization that I could positively impact the creative team at Lincoln.”

The path that ultimately led Safran to Lincoln Financial began after Rutgers graduation, when he became a video producer for Johnson & Johnson. “After several great years there,” Safran said, “I gave it all up to pursue music with my band and moved to Atlanta. Spoiler alert: we didn't ‘make it.’ So, after a few years, I headed back to making videos at a major power company in Atlanta.”

In the early 2000s, Safran moved back north to further his career. For the next twelve years he produced and directed thousands of actors from New York and Philadelphia in online training programs.

He then joined Lincoln Financial to establish a video department. “Within four years, I was asked to lead the design department, and two years after that, I absorbed the content group and began running the Creative team. Now my team consists of over 30 employees, and as my team continues to grow, I want to ensure we are embracing all the great changes in the industry.”

All three of the ACO instructors, Safran said, Clair Carter-Ginn, Corey Dill, and Amy Strickland, each brought their unique professional perspective to the program.

Just as important as the instructors, Safran said, was the access to external contributors and his fellow students. “Nish Patel really positively challenged my intellect. Also, the other students in my cohort were very fun and smart, and provided me with great creative ops examples of their own.”

Offering advice to prospective ACO students, Safran said, “Do this not to check a box but because you want to better yourself. You will do homework, but it is manageable, and you will walk away with tangible presentations for your line of work.”

Strickland said earning the certificate “gives students the tools and the skills to advance and to earn a seat at the decision-making table. Students learn how to objectively assess their people, process, technology, and data, and create a compelling vision, plan, and change management strategy to move toward operational maturity. The program is led by senior creative ops leaders like me, who continue to work and innovate in the field, so the knowledge is not theoretical, it is real-deal, real-world, right now experience. Students leave the program certified and with the confidence and skills to make it all happen in their day-to-day creative operations.”

Offering advice to prospective ACO students, Safran said, “Do this not to check a box but because you want to better yourself. You will do homework, but it is manageable, and you will walk away with tangible presentations for your line of work.”

 Earning the ACO certificate, Safran said, “has redefined how I think about the future of my department. What I thought was great, I realize now was just good, but I have been given the tools to get us to great. My boss and her leadership team have been very impressed with my learning and new department outlook. With the confidence I have gained, I have been inspired to be a better leader.”

Learn more about the Rutgers Advanced Creative Operations Certificate Program, offered through Continuing and Professional Studies at the Rutgers School of Communication on the website.