Expert: Sean Trapani - 10/2/2007

Question
First of all, this website and your insight is invaluable.

Now, to my question(s),

Short story - I have a B.A. in Advertising (more account managment/strategic)
and a minor that I created combining studio arts, photography, graphic
design, sculpture and visual communication courses.  Basically, I'm looking to
be a bit of a utility player at an agency, preferably leaning more to the
creative side.

First of all, how do I communicate my "objective" in a cover letter?  Quite
honestly, I could see myself doing well across the whole spectrum that is the
creative department.  I'm not sure if I'm more of an art director or a
copywriter or a strategic planner as I don't have any experience in the
industry (yet).  Hopefully, my book will speak for itself, but how do I say "I
can't afford to be picky about what the positon is, but if its creative (or even
not!), I think I can do it."

Second, I have a few spec guerrilla campaigns I'd like to pitch some how, but
there doesn't always seem to be a good way to present them.  I have a few
ads that would loose translation through simple text, storyboards or print
ads.  I've told people my ideas in simple conversation which seems to be the
most effective way to communicate the concept as questions can be asked/
answered.  Any ideas?

I'm sure I have more, thanks for now,
Nash

Answer
Hi, Nash

First off - your prospective customer (your employer) doesn't care about your objectives in the same way you don't care about Ford Motor Company's objectives. You just want a car that meets your needs and desires.

Rethink the whole "objectives" thing. Rename it. Or at least, write it in a way that demonstrates your understanding and empathy of what the agency needs.

Objective: to simply my employer's creative development process by enhancing their idea development muscles.

See what I mean? It's not about you. Fight your natural resume urges.

Second, use your guerrilla stuff when you're there to present your work in person. If it doesn't translate (when you're not there to translate), leave it off of your portfolio when sending "blind" to agencies. Better to leave them wanting more (hey, this kid is good - what else has he got) than to lose them at hello.


Hope this helps. Best of luck on the quest.



Sean Trapani