Expert: Peter Gabany - 11/24/2008

Question
Dear Mr. Gabany,

I am graduating from college, with a marketing degree, this December.  I will be relocating from Minnesota to Denver, CO.  My goal is to secure an entry-level account executive position at an agency.

Many of the "entry-level" positions I have found require 3-4 years "quality agency experience."  I do have 2 years experience in B2B technology sales and another 3 years of experience in sales elsewhere.  

What advice would you offer me in terms of how I can get the experience needed to work for an agency?

Thank you in advance for sharing your thoughts and feel free to add anything else that you would like to share.

Best Regards,

Joshua R. Woolery  

Answer
Josh,

I just finished giving advise to a creative about preparation of a portfolio. Do not hesitate to put one together for yourself. Here is what I wrote.

While the portfolio is important from the prospective employer to see the work, it is far more important to act as a calling card. If you have the opportunity to see an art, design or creative director (IN YOUR CASE AN ACCOUNT SUPER OR DIRECTOR) then the portfolio should act as a prompt to speak about how you approach the work. There is little use reviewing the colour, style and shape of a piece (unless they ask for that) but rather review your approach to problem solving. Include case studies of work that you have done and use your B2B experience to build on these. Also include testimonials for a job well done.

The leather portfolio is nice, clean and an open door into the way you approach client work.

There is absolutely no good reason to ignore the electronic versions of your work. Make certain that you have commercials and even an electronic portfolio that you can leave with the individual in the hopes that they will review it with colleagues in discussing you. Also, one last bit of help - leave a picture of yourself. I know that it sounds odd but the photo makes a connection with people that is hard to ignore.

Oh yes another tidbit - use your facebook or myspace or linkedin as a portfolio and show people what you are capable of - always updating and improving.

I would prepare the same if I was an AE or an AD. Agencies thrive on people that are proud of the good work that they do and to indicate this by having a good book will only help. If you are moving to Denver look up Crispen Porter Boguski - the guys that won the Microsoft contract - take your portfolio in there and ask for any position (account coordinator) as they will have some spare coin and not shy from hiring new talent (assuming that you have some).

Looking forward to hearing from you as to how you are making out.