Is it really so much to ask for candidates to know the industry their in? This is advertising. Remember? You probably went to school with the ultimate goal of breaking into said industry. It is rare that someone stumbles upon an agency one day and the Creative Director decided to role the dice and hire them on as a Copywriter even though they have an Accounting Degree. No, people strive for this. So why is it that I get random files in various formats incorrectly deemed, “portfolio”? How have you landed your last 2 jobs? A portfolio is a pre-compiled, strategically ordered display of work that accurately represents you as an advertising professional. Would you send the information on your resume in various email snip-its to a future employer? I am going to hope not.

As I have mentioned in previous rants, your portfolio is your livelihood. Where you have worked and how long you have worked there pale in importance to the substance of your portfolio. And “Mister I know this game, I own this game” why is there still unproduced student work from the 80’s in there? Frame that shit if you love it so much and stop showing it to people, you are almost 50 now, let it go. Also, like your resume, your book should be tailored to the position you want. Don’t be sending Walmart POP displays and Jiffy Lube Coupons to a traditional ad agency. You are going to have to come up with a few print pieces or just accept your now branded fate as a promotional specialist. Naturally, the reverse is true if you come from a traditional agency and want to get into branding/promotions. Here’s a thought, maybe you should put together two portfolios for any occasion. This applies to the hard copy of your portfolio as well. It should be the most put together, organized piece of what goes with you to an interview. And you better be able to explain your process on every ad because by all accounts you created it. If you can’t then good day to you because NO ONE likes an idea bandit with their wily ways.

Finally, with all this being said if I hear about one more candidate not bringing a portfolio with them to an interview I may just freak. Are you kidding me? What evidence do you have that any of your work history in this industry is valid if you have nothing to show for it? It’s like trying to get signed to a label without a voice demo. Why would they pay you if they have no evidence you can sing? It’s just ludicrous. The adjective not the rapper. Advertising is an art to a certain extent and for people to understand you in that context they have to see your work. Pick the best, most applicable pieces to put in your portfolio. Update it every time you produce new work. Bring it to your interview, or I’ll find you.

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