my own ad school

Thought it was pretty cool when I saw this on the Google homepage.

Since it’s Earth Day, I thought I’d post a few of the ads that have caught my eye about raising awareness on the environment.

Singapore Environment Council (source: Coolz0r)

An interesting non-traditional advertising idea from WWF (source: 2wenty 4our)

Greenpeace (see the rest of the ads in Adrants)

Another one from Greenpeace (source: adgoodness)

I’ve seen this ad numerous times, but I still remember the first time I saw it: my parents and I were dying of laughter! And then my parents began to tease me on how I’d actually die if I were to attempt eating that Flamethrower burger. I have somewhat of a long distance relationship going on with food whose names include the words hot, fire, flame, jalapeno, and spicy (just to name a few).

And since I’ve found the recent Dairy Queen ads pretty amusing, here’s another one:

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.

From gapingvoid’s How To Be Creative:

1. Ignore everybody.
2. The idea doesn’t have to be big. It just has to change the world.
3. Put the hours in.
4. If your biz plan depends on you suddenly being “discovered” by some big shot, your plan will probably fail.
5. You are responsible for your own experience.
6. Everyone is born creative; everyone is given a box of crayons in kindergarten.
7. Keep your day job.
8. Companies that squelch creativity can no longer compete with companies that champion creativity.
9. Everybody has their own private Mount Everest they were put on this earth to climb.
10. The more talented somebody is, the less they need the props.
11. Don’t try to stand out from the crowd; avoid crowds altogether.
12. If you accept the pain, it cannot hurt you.
13. Never compare your inside with somebody else’s outside.
14. Dying young is overrated.
15. The most important thing a creative person can learn professionally is where to draw the red line that separates what you are willing to do, and what you are not.
16. The world is changing.
17. Merit can be bought. Passion can’t.
18. Avoid the Watercooler Gang.
19. Sing in your own voice.
20. The choice of media is irrelevant.
21. Selling out is harder than it looks.
22. Nobody cares. Do it for yourself.
23. Worrying about “Commercial vs. Artistic” is a complete waste of time.
24. Don’t worry about finding inspiration. It comes eventually.
25. You have to find your own schtick.
26. Write from the heart.
27. The best way to get approval is not to need it.
28. Power is never given. Power is taken.
29. Whatever choice you make, The Devil gets his due eventually.
30. The hardest part of being creative is getting used to it.
31. Remain frugal.

* Make sure you click on the link to read what Hugh wrote under each tip.

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.

Here’s an interesting video I found from Beyond Madison Avenue.

Sir Ken Robinson delivers an entertaining and captivating lecture on how creativity should be treated just as important as literacy in our education system.

Here is one of my favourite parts of his lecture, which I thought reflected how my friends and I were growing up:

… kids will take a chance. If they don’t know, they’ll have a go. They’re not frightened of being wrong. Now I don’t mean to say that being wrong is the same as being creative. What we do know is that if you’re not prepared to be wrong, you will never come up with anything original. And by the time they get to be adults, most kids have lost that capacity. They’ve become frightened of being wrong and we run our companies like this by the way, we stigmatize mistakes. And we’re not running national education systems where mistakes are the worst thing you can make and the resuls is that we’re educating people out of their creative capacities. Picasso once said this, he said that all children are born artist - the problem is to remain an artist as we grow up. I believe this passionately, that we don’t grow into creativity, we grow out of it. Or rather we get educated out of it.

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.

This article in Young Go Getter was exactly how I felt during the past few years of my undergrad. I was taking courses on history, political science, english, french, and anything else that I thought might interest me. During this time, I absolutely had NO idea what I would be doing after graduation. Almost every two to three weeks or so, I’d go through some sort of phase - the “journalist” phase, the “financial advisor” phase, the “interior designer” phase - and so on, and so on. I did so much research on practically every career listed in those career guides that my friends and I could consider myself an unofficial guidance counsellor.

But just when I was a few months away from going back to school, it hit me. Advertising. A few of my friends have already suggested this (I knew that I always wanted to do something business-related with a creative aspect to it), but I didn’t pay much attention nor did I take the time to research the industry. Why? Because growing up, advertising wasn’t really mentioned. Not by my parents, not my teachers, not by anyone around me. (Maybe it’s because it’s a tough industry to get into. Maybe it’s because there’s not as much jobs around.) So when I finally looked into this whole ad biz, it hit me. This definitely sounds cliché, but it definitely felt right choosing to pursue this. I’ve even amazed my friends that this wasn’t like those other phases of mine.

Interested in advertising? Here are some of the sites I checked out at the start:

ihaveanidea.org - It’s Advertising’s Intellectual Archive. When you get the time, read through the forums. Many have asked questions about the industry, how to get started in advertising, information on schools, etc. Also make sure to check out the Articles, Creatives, and Ask Jancy sections.

Agency websites - Google Crispin Porter + Bogusky, Weiden + Kennedy, Ogilvy, Leo Burnett (just to name a few). See what they’re all about, and look at the work they’ve done. Do they inspire you?

Read:

• Pick Me: Breaking into Advertising and Staying There by Nancy Vonk and Janet Kestin - they’ll tell you how it really is and if you’re still interested in pursuing a career in advertising after reading this book, you’re off to a good start. You’ll know the harsh realities of the industry, how tough it is to get in, and you’ll have a guide on just where to begin.
• Hey Whipple, Squeeze This by Luke Sullivan - It answers the question how do you create great ads?

This is just my suggestion for a starting point. Whichever site you visit, you’ll most likely stumble upon links to other sites with related content. Go ahead and explore!

Call me crazy. Neurotic. Obsessed. Daring. Too ambitious. All of the above, or none.

The idea of My Own Ad School is simple. I can’t afford to study in well-known institutions such as VCU, Creative Circus, Miami Ad School, nor can I even guarantee myself an acceptance. And I can’t stand waiting another year to finish my undergrad career to start my own career in advertising. I’m too intrigued, fascinated and obsessed to take a break from all this ad business. So what’s a girl to do?

Besides reading copious amounts of ad-related blogs, constantly on IHAI (a must visit site!), I really needed a creative outlet for my learning experience. What better way to do this than to start my own blog? And best of all, it could be a great way for me to receive feedback and/or criticism on my posts.

If any of you have ideas on “exercises” or “lesson plans” you’d like me to take a crack at, just send me an email: bianca@myownadschool.com