It’s a great book that counts
Ask anyone in the ad industry (especially creative directors) what you need to get your foot in the door, and they will all say “a great book”. Your portfolio is the ticket to get in the industry and you’ll have to constantly make sure that it fully represents your ability to deliver great ideas (especially when you’re starting out).
At the beginning, I didn’t fully visualize what a student portfolio would look like, so I began to do some digging on the internet. To help start you off:
- Visit the Academia section of IHAI and browse through the spec ads students have submitted for feedback.
- Rethink also has an example of a student portfolio (go to Inquiries > Students) that asks/challenges aspiring creatives if they can come up with a book just as good (or even better).
- Make sure you get a chance to read So …. You Want to be in an Advertising Agency? from the Institute of Communications and Advertising.
- Head over to My Big Future.
So does it really all depend on this one book? Yes. Your resume and educational background (diplomas, degrees, etc.) is looked at as well, but without that portfolio that just blows them away, the odds are against you. Creative directors (CDs) want to see if you’re an idea generator. After all, its the ideas that sell. And without these great ideas, you’re giving them proof that you’re just not the right person for the job. The message you give out with your ads need to be clear and captivating.
Depending on which position you apply for, I’v read that CDs will be paying attention to certain things. For Art Directors (ADs), the work needs to be clean with excellent Photoshop skills.
For Copywriters (CWs), they will also be looking at great art direction, but the focus will be on your writing skills. Can the words you use sell the product? What if you’re not great with the computer? You can learn how to use design software by taking a class or reading a book. Practice makes perfect! Another alternative is to pair up with an AD (check out the forums in IHAI where members post a search for the creative partner)
If you want a more structured way to develop your portfolio, apply to a portfolio school. VCU Adcenter, Miami Ad School, and Creative Circus are highly regarded by the industry for their great curriculum. But I gotta warn you: many apply but not all are accepted, and it can cost at least $20,000/year. Is it worth it? You’ll have the opportunity to network with the right people, but at the end, it’s you’ll decide whether this is the right step for you. (Stay tuned for my next entry where I”ll talk more about the Portfolio Schools.)
Later on in future entries, I’ll also post some exercises that I’d encourage all of you aspiring creatives to get involved and create your own spec ads.
