Expert: Sean Trapani - 11/8/2009

Question
I was a frustrated Account person with dreams of being a creative.  After working my way up to Management Supervisor I set out to try a new career as a copywriter.  I wasn't able to get a job in an ad agency.  Eventually, I landed a gig as a copywriter for a retail company.  I've been doing this work for three years and I hate it.  I miss the collaboration of an ad agency. We work from stock photos with no shoots, TV or radio.  My work consist of in-store catalog, print, web and eblast.  Most of the work it too bad to put in a portfolio. I'd like to move back to the agency side. Should I go back to school to get my portfolio together? I  currently have BA and have taken most of the courses that the schools offer.  Can I get credit for my nine years of experience?  I taught Account Planning at a school in SF.   I have a portfolio  but the work is not up to par with an ad agency. Maybe I can send you a link.

Answer
First off, Nikki, don't be so hard on yourself. You are a creative already...just one without the ideal job.

That said, don't think of yourself moving from psuedo-copywriter to "real" copywriter. You are a copywriter right now. (Remember, Rudolf the Red Nosed Reindeer was written by a catalog copywriter.)

I suspect that the problem is with your employer's culture, which doesn't allow you to spread your creative wings - and their structure, which doesn't allow for collaboration with the art directors/designers.

I'm saying all of that because I think it's important for you to hold your head high when speaking to potential employers. They don't want to hire someone with "potential." They want someone who views themselves as professional on par with the others in the creative department.

Now, as far as your portfolio goes, you really don't have to go to a portfolio school. They can be great, don't get me wrong. But if you feel that you're capable of developing big ideas and killer headlines, I'd simply recommend that you save the money and hire an ad agency art director to help you freelance instead. The project:  your portfolio pieces.

If, however, you think that your concepting skills have atrophied in your current environment, a portfolio school can be a great place to pick up a little extra polish - and, you will have access to plenty of art director candidates who are hungry to collaborate.

Lastly, remember that we are in a tough economy right now. Creative directors can be picky as hell right now because there are far more applicants than jobs.

If you'd like a portfolio review, send me 5-10 of your best examples in a single multi-page pdf as an email attachment to my work email and I'll give you my assessment of where the work is at:

strapani@scad.edu