Ok, so perhaps a bit of a grandiose title for this particular blog but it almost relates to what I want to talk about. What I want to talk about is advertising specialties. What type of agency do you work for and what type of agency to you want to work with? I’ve talked in the past about resumes and websites and making sure that you represent yourself as best as you can but now I’d like to touch on an additional factor, your specialty.

This particular subject doesn’t particularly relate to more junior candidates that are still looking to get their ‘feet wet’ in the industry. But, I am constantly approached by candidates that have very specific opinions as to what type of work they are best suited for or, conversely, what type of work they want to stay away from. For example, I might come across a senior art director during a search that is interested in leaving his current agency for more fertile fields or creative outlets. Everything looks great! My prospective candidate has the appropriate amount of experience and a good pedigree of former employers, awesome! Then, upon looking at his book, I realize that the majority of work that he is using to represent himself is all promotional - Packaging, point of purchase displays, direct mail outs, take alongs, send ‘em homes, and whatever else falls under ‘promotional’. I can instantly recognize from my previous conversation, the proffered resume, and the caliber of work presented, that I am dealing with a potential candidate that is extremely creative and would do well regardless of the medium or particular industry focus. But my more traditionally inclined client isn’t going to get past the second page of his book.

I understand this, of course. People take certain paths during their careers that allow them a particular focus or expertise on a certain, specific type of advertising. My candidate, from the example above, whether intentionally or otherwise, has found himself in a comfy pigeonhole that limits his options of potential employers. I have had in depth conversations with such candidates about this when I let them know why they might not be the best fit for a particular opening – with very mixed results. Many understand that their specific experience has, in some way, limited their options in working with certain mediums, while opening doors at other places (often times at places that I’m not working with – of course). Others become rash, irate beasts demanding to know exactly why their awarding winning outdoor campaigns wouldn’t be desired at an interactive agency.

For the rash, irate beast that demands answers – I have a solution. I speak with many senior and executive level candidates that have worked on a variety of projects despite, perhaps, a focus on one particular medium. Many of these candidates keep several portfolios that are tailored to a specific type of work. One man had a regular book with a mishmash of his best, award winning work regardless of the medium or industry and then kept two separate books that were tailored to specific markets. One lady that I spoke with took it to an extreme – compiling a total of eight, separate, specific portfolios. She had a portfolio for everything “Here is my healthcare work, I am also sending you my collateral portfolio, and another that showcases my real estate, don’t forget to check out my online book that details my interactive experience …”!!! That of course, is ridiculous.

No one needs to see all of your work broken down into specific industries or mediums or both. It’s too much. It isn’t a bad idea though – to have a back up portfolio that you add to from time to time that shows your capacity for variety. I think that the best advice for a more junior creative would be to seek small projects outside of your agencies reach that show your range. I met a young art director that had been at his first shop for two years and he was looking for a change – but because his entire portfolio was specific to one medium, it was going to be very difficult to branch out.

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