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A simple reminder about interviews.

Exude interest: in the company, in their work, in actually wanting the job.

Exude personality. You'd think this would be a given. But, interviews are nerve wracking and sometimes you forget to just relax and be you. Remember your personality is what defines you from the next candidate. If an agency has asked you to come in, they already like your work and now it's just about you as a person.

Exude interest. Wait, I already said that.

Exude passion: for learning, for the industry, for creating great work.

We recently interviewed a young woman who, at first glance, seemed quiet and reserved. Once she began showing her work, she lit up. She was descriptive about each piece in her book and clearly proud to talk about her ideas. Not only that, but she expressed whole-heartedly her genuine interest working at our agency. And with every subsequent contact I've had with her, she reiterates how much she'd like the position. Add that to her very strong talent and she got herself an offer.

Personality, passion and pursuit. It all adds up.

Back it up

If you are a junior copywriter making the rounds with your portfolio, you'll be asked at some point for long copy samples. Most of you have a book full of work written with a headline and a couple of sentences of body copy. You need to be able to back that up with a few longer pieces that show you can actually write. A paragraph, a story, anything longer than 3 sentences.

This is akin to an art director showing they can design to back up their ability to concept. I don't want to see a book chock full of work that is essentially a photo with a headline. I want to see layouts that show a range of skills. This art director book does just that. I see the evidence that she can design, which backs up her ability to art direct. I need to see similar evidence for a copywriter.

I received a copywriter book a short time ago. The writer had interned at some amazing places: Crispin, Fallon, Energy BBDO. Impressive and obviously his concepts warranted these places being interested in him. Cut to his long copy section.

Let me explain. First, I was a couple classes shy of being an English major. Second, I love to write. Both make me hypersensitive to the correct use of the English language. The proper cadence, sentence structure, grammar and usage are mandatory in my book, lest we not forget spelling. Well, not so much in this one.

Please, please, please elevate your ability to craft a sentence, know the difference between possessive and plural, and master grammar. I'll forgive the occasional typo (although some recruiters don't), but I'm stringent on the others.

The Next Generation

I have a quote scribbled on a Post-It in my office. It reads, "The core responsibility of management is the next generation. For longevity of the enterprise." Big words that essentially mean mentor the young ones, they're the future of our industry.

I usually do this by telling stories about all the mistakes I've made over my career so students stand a chance of not making the same mistake themselves. Seriously, there are people out there that DO NOT want you to send that nasty email to your boss when you are pissed about something. Or drink beyond comprehension at the office Christmas party. Nope, we don't want you to do that. Again, cuz we have. And it kinda sucked (for both physical and political reasons).

Check out this list from Ernie Perich, president and creative director of Perich Advertising + Design in Ann Arbor, MI. It makes those who've been in advertising more than a decade nod slowly and sigh out, "ohhhhh yea, I wish I'd have done that too."

My personal favorites:
4. Travel every chance I got
15. Lose more graciously
21. Confront tough issues way sooner
37. Realize there’s always time to do something about the things I regret not doing

Glamour Don't

This is an entry into the series I call "Glamour Don'ts." Meaning what not to do with your creative portfolio.

It weighs 8 pounds. Eight. Pounds. Maybe that doesn't seem like much when you're talking say, a newborn baby. But in portfolioland, I'm used to measuring in ounces.

If you have a portfolio this heavy, please make every attempt to show the work in person. Carting around your actual print samples (must be a few coffee table books inside this one) is not fun for me. Better yet, take a photo or two and showcase your work that way.

Either way

Before I write this, know that I wholeheartedly can go either way on this. Sometimes I yell out, "No, never." Other times, it's "Ok, cool."

Jr. Art Directors who can write. I know you've seen it. A portfolio filled with art direction, design and. . . copywriting samples. Folks, I just don't know what to do with that. Sometimes I just want to stick to the point and see how you can art direct. Help me out here. I'd love to know how other creative recruiters feel on this one.

Recently a jr. art director was in showing me their book. Amidst were radio and tv scripts. (ignore the fact that I am retarded and pretty much hate reading scripts from jrs). That day, I was only in the mood to accomplish what I set out to do: find a good jr. art director. I didn't want it muddled up with a half-writer. Do I judge their copywriting abilities with equal measure? Do I not consider them if their writing sucks?

I guess that's why I prefer online portfolios labeled by section. That way, if I am focused on just art direction that day I can choose not to look. Or, when I am curious and have the time I can see what other talents this person might bring to the table. There may come a time when I need them to bang out a headline or two and I full well know that writing ability would come in handy.

On your shelf

I came across this book recently, albeit it's been out a few years. It's called "The Art of Looking Sideways," by Alan Fletcher. You should own it. It's one of those books that you'll read once and be completely inspired. Then you'll put it on your bookshelf and forget about it for a little while. Sometime later you'll pick it up and thumb through it again. And put it away. And pick it up again. And put it away again. Pick it up. Put it away. Over and over, for the rest of your career.

In the Meantime

While you are pounding the pavement searching for your dream job, spend some time getting your name out in a different way. Enter CMYK's contest for young aspiring creatives. They are currently soliciting work from recent grads to be featured (possibly on the cover) in an upcoming CMYK.

Don't underestimate this exposure even if it won't help pay your bills. Adding "Featured in CMYK" to a piece or two in your book would be a great thing to add to your resume.

And hurry, the deadline is October 18th.

Coolio

As you can imagine, I get a big boatload of portfolios sent to me. If they arrive via email, they may have to sit and wait patiently until I find the time to check them out. Then sometimes, when it turns out to be a cool one, I get bummed I didn't look at it sooner.

Like this one. These are the kind of portfolio websites that make it fun to check out work. Cuz it's not always the funnest thing to do everyday. Usually it is, just not always.

Instant Ad Legend, as the portfolio site is called, is the collective work of Sara Kujundzic and Ruchir Sachdev recent graduates of Miami Ad School, Hamburg. It's such a nice change from what I tend to see in portfolio sites. On the home page, you pick which ad legend you'd like to be: Bill Bernbach, David Ogilvy, Leo Burnett or the ever famous, Bruce Lee and are taken to what appears to be their office. Each are decorated with subtle tribute to the legend (Bill's "I put the B in DDB" poster). Overall, just plain coolio.

Beyond the fact that they have a nice collection of work, my favorite part is the thumbs up, thumbs down and WTF! buttons you can click on for each piece.

Don't feel obligated to go to this extent when creating your portfolio site. Buuuuuut, this is a creative industry and all. And if their website wasn't enough, here is a matching video.

File under: Things I wish I'd written

Today's Blog post from Alex Bogusky gives some great insight into the definition of success. I'm envious, I wish I wrote it. You should read it.

My favorite parts:
"We all get caught up with other people’s definition of success and societies' definition of success that we lose our own."

"Don't ever believe there is only one answer. There are literally millions. It’s a beginners mistake to think there is one right answer. Or that a great answer doesn’t have an even greater solution if you keep thinking. Some people make this beginners mistake for their entire career. So have lots of ideas. And make multiple leaps of logic. And then test your theories. Be linear when necessary but remember great thinking is not linear."

"Finally, have fun. If you’re not having fun you’re doing it wrong. So use your internal fun meter to alert you to the need to make changes. Lot’s of small changes are better than great big ones. So figure out ways to have fun and stay on path wthout having to change jobs all the time. The most successful people I know are very rarely the people with a zillion jobs."

Interesting 4.0

This video is part of the "Did You Know?" series about the ever-changing media landscape. Watch it then file it away under informative and interesting. Perhaps a bit here and there might help with a school assignment or a creative discussion.