AboutSean Trapani Expertise I am a professor of advertising at the nation's largest art and design school. I teach general advertising courses, copywriting and brand theory.
Experience I have 15+ years ad agency experience as a copywriter and creative director. My experience covers general agency work, such as consumer print and broadcast, as well as specialized communications such as directory advertising, recruitment advertising and employee communications. My work has received dozens of awards, including ADDYs, Silver Microphones, Tellys and others.
Hi I am a student at Art Center College of Design in Pasadena,Ca. I just started my first year there and time is flying faster than I thought, can you offer some advice on what skills ad agencies are looking for when they hire young grads? What are some importnat things you look for in a book and in a new hire?
Answer Hi, Sean
Different agencies look for different things - both in you and in your book. A retail shop may want you to be fast. An eclectic shop (like CP+B) might look for crazy. Another shop might want you to deeply understand strategy, because that's how they position themselves.
That said, in general terms, the main feedback I hear from the creative directors out there is:
1) Do not just show print ads. The days of 3-ad print campaigns is dead.
2) Show 3-4 examples of IMC (integrated marketing campaigns) across 2-3 IMC channels.
3) Stay away from not-for-profits and brands that already have cool advertising.
4) Demonstrate an understanding of electronic and guerrilla in addition to traditional work.
Most of all, be ready to show your work (even keep your thumbnails in the back of your portfolio). I can't tell you how many people I've interviewed who have had great portfolios, but could not explain the process of how they arrived at their solution. That's a dead giveaway that the work was not your own; and, you could not duplicate its level of quality if need be.
