my own ad school

photo credit: ryan loucks photography

Earlier this month, Seth Godin announced that he was looking for a few interns this summer and I definitely sent an application in. Over the course of the month, I stumbled on some websites, blogs and YouTube videos created by some of the applicants, which showed just how creative and talented the competition will be.

I wasn’t chosen as an intern, but congratulations to the few who were!

But not getting this internship isn’t as bad as it seemed. I am, however, extremely glad I decided to apply! The process of creating my application (a pdf file, 4-pages max.) was also a process of self-introspection. I delved in and asked myself questions about where I stand with advertising and marketing. The answer: marketing excites me and it will continue to do so, and I want to continue to pursue a career in this field.

When I started this blog, I originally intended to become a copywriter. But after being further exposed to other aspects of marketing, business, innovation, and culture in general, I found myself moving towards other things as well. After getting to know myself a bit more and paying attention to how I work and what makes me move, I discovered that I would also love to get involved in online marketing, branding, and design. Lately I found that I was often immersing myself with topics like social media, conversation marketing, customer experience and anything else that involves the creation and sharing of ideas, creativity and innovation.

I’ve also started to read The Ten Faces of Innovation, which gives me further inspiration, as well as a starting point, to which direction I want to continue in. (Reading the descriptions of each persona that matched some of my attributes also helped.)

If I hadn’t taken the time in applying for Seth Godin’s summer camp, who knows when I would have discovered this about myself, or when else would I have taken the time to to really sit and think about this.

I’m all settled for the winter semester with all of my classes finalized. Since the university I’m enrolled in doesn’t have an advertising program, I’m extremely excited to have gotten in the History of Advertising course (it also counts towards my History major, so there’s a plus).

This class is definitely not a marketing course, as emphasized by my history professor, but so far I’ve enjoyed watching and analyzing vintage ads from Apple and Canadian Tire, and print ads from the 19th century!

Ok, so this course won’t be teaching me anything practical about art direction, copywriting, nor account planing. But by being exposed to ads in the past and being able to critically think about their effectiveness, I’d at least gain a bit of insight that I can use later on when I create my own spec ads, right?

So if you’re not in ad school, what can you do to instead to get that top-notch portfolio?

• If you’re still in school, check your course calendar for anything advertising/marketing related courses in other departments.
• Check out the application requiremens for various ad schools (VCU, Miami Ad School, etc.): they usually have assignments to complete as part of your application. Try them out as - you can use them as creative exercises to get your creative flow going
• Visit IHAI’s Academia section to see what other student’s have done. Think you can do better? Take one of the products a student has done and see what you can make out of it.
• Always be on the lookout for crappy ads (I see a lot when I ride subway) and use that as your next product to work on.
• Start a blog! It can keep track of your progress and it can act as your portfolio/resume. And since we live in such a connected society, you can start conversations with others in the industry.
• Visit Open Culture: there’s hundreds of links to free, online courses. Try and search for marketing and psychology courses - maybe they can help you create ads that can persuade, influence, and move people.
• Take classes: visit your local art centre and learn how to sketch and paint, take a graphic design course, or take a screenwriting course. Take a class that interest you and that you think you would enjoy doing, and try and incorporate what you learned when creating your spec ads.

That’s just a short list I can think of from the top of my head. Just be open minded, get creative, and be resourceful - you’ll find your own way of making it work!

(for the complete campaigns: Heinz Ketchup, Slim Fast, Wheaties)

Take a look at these ads. What do you notice? They all have something in common. Each ad is using a strong visual to sell the product instead of using words. There’s barely any copy on them, and if there was, it would either be the brand/product name and/or a simple sentence or phrase.

As I was brainstorming for ideas on my first spec ad, some of the ideas followed the same approach as the above ads while some had an emphasis on the copy with a simple image. From what I’ve gathered, if one element is the main emphasis of the ad, the other element should be as simple as it can be so that it won’t take anything away from the other. Otherwise, it would all just be too much for a consumer to take in. So, if the ad is relying on the captivating copy, the image should be plain and simple (if there was one). And if the ad had a strong visual which tells the story, then the copy should be simple and short (or none at all).

Here are some ads where the copy is the storyteller:

(for the complete campaigns: Adidas, Dove Pro Age, Pause & Play Festival)

Ernest Hemingway was write when he called the empty page the “white bull” - it is intimidating.

Good thing Luke Sullivan’s “Hey Whipple” wrote this to make me feel more at ease:

… being stuck is a really good sign. Really.

Being stuck means you have moved through the easy stuff. You’ve waded through all the crappy ideas, through the okay ideas … entering the outlying area of big new thoughts. Being stuck is not only unusual, it’s what you want … You can spend whole days, even weeks, trying very hard and coming up with diddly. But I’ve found it’s only after you’ve suffered these excruciating days of meat loaf brain that the shiny and beautiful finally represents itself to you. The trick is to stay with it. Suffer through it. Remember, the only way out is through.

I did manage to come up with ideas and I wrote them all down, but after sleeping on it, I didn’t find too many that were close to great. But I knew this was going to happen - I mean, it should. Everyone needs to get their crappy ideas out of the way, right?

What I really need to do is to get into the habit of letting myself go just a bit more during this creative process because sometimes, I feel like I’m holding back (as if I’m trying not to come up with anymore crappy ideas). And this is a problem I need to fix because holding myself back will do more harm than good and it’s better for me to fix this now rather than have this habit grow stronger. I just really need to get used to writing whatever comes to mind on paper without pausing to think about how great or bad of an idea it is.

But despite having some trouble coming up with ideas, I’m still enjoying this. It can get frustrating and annoying, but it’s the challenge that’s still keeping me in. Besides, I don’t think it would be as much fun if the whole process was that easy.

So now that I have a product (or two) to create an ad for, I can now start brainstorming! I’m nervous and excited at the same time - after all, I have no idea if what I’ll be doing is right or if it’s “how everyone does it” (is there a certain way creatives brainstorm?). But I think I should be fine… I do have my ad books nearby in case I get stuck.

The first two products I’ve decided to work on are: Bliss Fabulous Foaming Face Wash and Ensure Shakes. I got the idea of starting with two products instead of one from Hey Whipple, Squeeze This. Luke Sullivan suggested that if you move between projects, you may come up with ideas faster. So I guess I’ll have to see how that goes …

I’ve already started to write down the product information of the face wash as well as product reviews, so I guess I could start coming up with some ideas now. (To all the creatives out there: am I forgetting to do anything else? Suggestions? Reminders?)

Ogilvy On Advertising was written about twenty years ago so the material may seem outdated. But nonetheless, the information in this book is priceless. It has plenty of examples of great classical ads from back in the day and it also talks about the business side of advertising (how to get clients, how an ad agency is run, etc.). It also writes about what the ingredients are in a great ad and which layout works over others. It’s important to note the effectiveness of these ads and learn from them because most of these ads have been persuading consumers to buy their products for at least 10 years! I would suggest reading this book first, then following it up with Hey Whipple, Squeeze This and Cutting Edge Advertising II.

I’ve been reading these three books for a while now, trying to soak up as much as I can before I try my first attempt at creating my first spec ad. All three have been extremely helpful! I’ve learned that advertising is a craft - so it will definitely take a lot of time to develop a great book. I knew this process would be hard, but after reading these, I realized that it is really going to be a challenge.

One last thing: if any of you would like to suggest products or services that you’d like to see me create an ad for, let me know.

If you haven’t already done so yet, head over to ihaveanidea.org already! I know that there’s an insane amount of articles, ads, and information on that site, but they are all worth reading! To prove this, I’ve decided to visit the site and gave myself 3o mins to take notes (kind of like sitting in a class lecture, except without the boredom). If I can learn this much in half-an-hour, imagine what other beneficial tips you can find by spending a little more time? Also, this is just what I gathered from the the Articles section - there’s plenty more in the forum.

• Know the industry. Read publications, books, magazines. Visit the websites of ad agencies and look at their work.
• Familiarize yourself with campaigns. You can start with Volkswagen.
• When you’re just starting out, just stick to print ads.
• Use your resume to showcase your creativity. But make sure its easy to read/skim through.
• Network, network, network! Cold-call, ask for an interview, ask for a referral.
• Keep things simple. Avoid creating ads that are overdone and that have too much going on. Simplicity wins hands down.
• Don’t fantasize about skipping steps and getting your dream job in a snap. Everyone starts at the bottom if they wanna get to the top and this could take a while. Step #1: work your butt off on that portfolio. Step #2: start as a junior. Step#3: keep working your butt off.
• There are more people applying for jobs than there are jobs waiting to be filled.
• Be yourself and don’t act like what you think creatives are supposed to act like. They can sniff out phony personalities.
• Keep moving. You’ll never know when the next opportunity will pop up.
• There IS an unglamourous side of advertising. Nothing’s perfect. But it could still be a great place to be in if you make it that way.
• Look at the yellow pages for possible products/services you can create ads for to add in your portfolio.
• Examine those direct mail brochures/flyers and the ads in the back of tabloid magazines. You’ll probably start off working on those as a junior. If you can sell those, it could be easier selling other things.
• Avoid all attempts on creating ads for big companies like Nike, Volkswagen, and Apple. It’s better to focus your time and energy on others.
• The glass ceiling is present in the ad industry. I guess it gives us females more of a reason to step it up and show everyone what we’re capable of.
• Juniors get little pay and little say. Just because you’re in, it doesn’t mean the hard work needs to stop. If anything, it means that you need to prove to everyone that they made the right choice of hiring you.
• Once you’re in, do everything you can to help out. People will appreciate it and you’ll learn a lot while you’re doing it.
• If the agency life isn’t for you, you can also freelance. There are successful freelance art directors and copywriters out there.
• Don’t be a pain-in-the-ass and assume you know it all. You’re in, be grateful - now start working.
• Be patient. It’s a waiting game.
• There’s thousands of people in the same boat, competing for the same job. Just be persistent and don’t give up.

So I’ve received my first “constructive criticism” comment.

I know that proper grammar is very important (not only in the advertising industry, but in almost every other industry as well). I made the decision to write My Own Ad School in a more casual tone, rather than a professional one. So maybe by doing this, I was a little more loose in my writing style, which resulted in poor grammar. If it weren’t for this comment, I wouldn’t have been able to correct my mistake. And there’s no doubt that I will be more conscious of my grammar when I apply for jobs.

That being said, I’m glad to have received this comment because a) it’s something I need to improve on, b) it’s a good start for developing thicker skin [a must in advertising!], and c) it gave me an idea to write about in my blog.

How important is grammar in the advertising industry? Extremely important. But then this got me thinking:

Let’s say a creative director was very impressed with a junior copywriter’s portfolio and was thinking of offering this person a job. But right before he was about to hire this person, he read an email that the junior had written, which could have used better grammar. Would the creative director suddenly change his mind about hiring the junior copywriter? What if his portfolio had great long copy spec ads? How critical of a factor is grammar? Is it critical enough to change this creative director’s mind?

If what the author of this comment wrote is true, then I’ll just have to add it to my list on what I need to work harder on of things to work on.

There’s been a debate whether or not it’s worth paying thousands and thousands of dollars to attend portfolio schools such as the VCU Adcenter, Creative Circus, and Miami Ad School (just to name a few).

I do remember finding myself asking for school information to be sent to me, and daydreaming about the day I would be able to study in one of these schools. The material I received were visual eye candy and it got me excited about the thought the possibility of getting in. What really caught my eye was that, as one of their students, you’d be taught by those in the industry and that you’d also be able to make valuable contacts with their alumni, faculty members, fellow classmates, etc. Having that chance to network with important people in the industry will definitely give you an advantage over everyone else (like me) when it comes to looking for a job.

The other great things about ad school: structure and convenience. There’s no doubt that you’ll be working your ass off during your time there, but at least you’ll have great resources at your fingertips. You’ll have the faculty and fellow classmates to help you out, you’ll get used to the habit of constant brainstorming and working in a team, and you won’t need to go out of your way for these resources because they’ll be right there. And there’s no doubt that the relationships you build while you’re there will be priceless.

Granted, I’ve never had the opportunity to attend any of these schools, but this is what comes to mind. Would I personally apply to a portfolio school? I could see myself doing so if I could afford it. But since I have my own loan to pay off with the BA I’m close to completing, I doubt I would be applying to ad school anytime in the near future.

And this is a big part of why I’ve created My Own Ad School. I know I’m not alone in this and that there are others just like me who want to get into advertising but can’t attend a portfolio school for whatever reason. I’m just suggesting another alternative, which is to take control of your situation by learning things yourself. I’m sure there’s a big group of successful creatives who didn’t attend any portfolio school and made it on their own this way. You just need to be passionate, persistent and have initiative. Don’t be afraid to suck and make a lot of mistakes because that’s what you’ll need to become the best you can be.

So are portfolio schools worth it? They could be. But the more important thing is how and what you learn along the way. These schools can work for some and not for others. But it’s ultimately your choice whether you decide what the best move is. Do your research on this school, and if you can, visit the campus and maybe you’ll get an idea if attending a portfolio school is right for you.

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.