What skills are ad directors looking for when they make a new hire? A recent advertising portfolio masterclass by The Dots asked just that.
In part one of this feature we heard how creative directors are looking for ambitious, passionate and brave people with original ideas. But what else? Here are some more of their top tips for getting into advertising.
6. Keep it simple
Wannabe ad professionals tend to be so focused on trying to create an original idea that they struggle to explain the main functionality or purpose behind it. As Jon Gledstone, creative director of agency Mr President puts it: “An idea can break ground or defy physics, but as long as it is super-simple and one I can tell my mum, then that’s a great idea.”
Don’t think that in order to stand out you need to come up with a huge campaign, either. Till Diestel, creative director at adam&eveDDB says: “It [the project] doesn’t have to be the big 360-degree campaign that makes everything right. For me it’s more about the simple ones, the little ones that make me go: wow, I wanna work with them.”
7. Know your audience
It’s an obvious thing to say but before an interview, prepare. Research the agency, the role and swot up on the industry itself. Your interest will show through.
Caroline Pay, deputy exec creative director at BBH London says candidates should “understand what the agency has done before, but also what direction it’s going in. There’s nothing more embarrassing than interviewing someone who doesn’t really give a shit whether they work there or not.”
8. Communicate your ideas
By the time candidates get to the interview stage, the agency will already know that their work and ideas are great, says Gledstone. The interview is a way for the agency to find out if you are someone they can communicate and share ideas with. He suggests that candidates should “concentrate on being themselves and bringing their character to the table, not just their laptop”.
9. Be strategic
When applying to agencies, you will inevitably want to work for the biggest and best names out there. Although they may be the best, the chances of getting your work actually seen and/or recognised in a giant of an agency are slim.
Hollie Newton, creative director of Grey London, suggests: “Don’t go to the coolest agency when you’re starting out; go to the agency that wants to be the greatest … go to the agency that has ambition and drive and seems to be interesting.” The smaller the agency, the bigger the impact you and your ideas will have.
10. Love your clients
Once you have landed your dream job, the secret to producing great work is to love your clients. “Love them. Empathise with them. Work out what keeps them up at night,” says Newton. “Because if you do that they’ll trust you and trust is the only way you get to do really great work.”
Pip Jamieson is founder and CEO of The Dots
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