Expert: Sean Trapani - 3/4/2008

Question
First, I thank you for all the good advice you provide.
After college, where I studied fine art and psychology, I didn't know what                
career I wanted. I enrolled in a graphic design certification program but soon
found that I was not a graphic designer. I hate simply making things look
pretty without have a reason or trying to convey a message. I did finish my
certification however, but I am now trying to put together a advertising book
and would like your advice.

I am excellent photoshop, good with illustrator, and okay with indesign, but
how well does an AD need to know these programs? and how much of the
computer designing to they do themselves?

As for the book, what product should you avoid? and If you have a good idea
for one of these products will a CD be prejudges?

I have 4 campaigns (3-4 ads a piece) just about finished, but in the end how
many ads should you have? I know opinion vary but I have be told my 4
campaigns and 3-4 single ads would be sufficient.

Answer
Hi, Michael


First off, as to computer software skills, yes...you need 'em.

As an entry level AD, you'll be building your own ads. If you go with a big shop, they may have a studio to help with highly detailed Photoshop work; but, other than that, it's all you.

As for your book, if anybody tells you that there is a perfect portfolio format, they've only worked at one ad agency. Every shop is different. Some want retail. Some want B2B. Some want pretty 3-ad print campaigns. Some will bounce you right out the door if that's all you show them because they want to see IMC (which is what we hear the most of from the CDs out there).

You have to build your book for every job interview - based on what they do, their style and client roster.

For general guidance, here's a book that a couple of our professors use in our portfolio prep class:

http://www.amazon.com/Pick-Me-Breaking-Advertising-Staying/dp/0471715573


Good luck!


Sean Trapani