AboutPeter Gabany Expertise Strategic planning:
Objective based advertising, Ad creative, Writing, Photography - buying and making, Illustration - buying, Print, Outdoor, Event, Media, Media Planning, Broadcast, How to select an agency, What the client must provide, Pitching a client / being pitched
Experience Over 25 years in the business - 22 years operating an agency. Creative direction and agency management.
Question Hi, My question is what sorts of skills and portfolio pieces do advertising agencies look for? I am currently studying Interior Design so I am able to use Adobe programs, but what else is there that I need to do in order to be hired into an advertising firm?
Answer Olga,
I answer this question a lot - you may wish to review the archive. The real question is what sort of position do you wish to hold in an ad agency. There are so many to choose from - account coordinator, executive, manager, supervisor to media coordinator, planner, buyer to strategic planner, traffic manager, writer, designer, art director, creative director, commercial director and so on and so on.
Ad agencies in general want to see innovative work but as important the marketing, strategic thinking that went behind it. To make things look pretty is a good start but to understand what the piece is meant to do, how you arrived at the approach and how you cost effectively arrived at it is at least as important and what can separate you from the rest of the pack.
If it is creative that you wish to do within an agency then do understand that it is rare that you get a seat near the top in fact don't be surprised if the entry position is in reception (see what women want- movie). That said if you can demonstrate what they are looking for at a time that they are looking for it this is more than often the way to get in the door.
Specifically a creative and art director (those often charged with reviewing talent) will want to see that you are familiar with the entire adobe suite of software and excel at Illustrator, Photoshop and inDesign. Ability to use web tools such a Dreamweaver,
After effects and Flash is a huge plus. but mostly a good creative team like to see concepts from start - napkin drawings, to comps (linears) to final art. They like to see great use of typography or at least I do.
