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Pick Me

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Advertising is a fantastic industry, but actually getting a job (or even your foot in the door) can seem next to impossible. Wheth... Weiterlesen
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Beschreibung

Advertising is a fantastic industry, but actually getting a job (or even your foot in the door) can seem next to impossible. Whether you're a student or a young professional loaded with questions, this one-of-a-kind guide shows you how to land a job and how to thrive once you're in and the pressure is on.

Authors Nancy Vonk and Janet Kestin are seasoned creative directors and longtime creative partners. In Pick Me, these industry leaders answer your toughest ad career questions, like:

  • Is advertising right for me?
  • How do I build a killer portfolio?
  • How do I get an interview with the elusive creative director?
  • Should I accept an unpaid internship?
  • How do I find the right partner?
  • How do I beat creative block?
  • How do I avoid burnout?

Plus, fourteen industry superstars share their insights and explain how they broke into the business. You'll hear from Bob Barrie, Rick Boyko, David Droga, Mark Fenske, Neil French, Sally Hogshead, Mike Hughes, Shane Hutton, Brian Millar, Tom Monahan, Chuck Porter, Bob Scarpelli, Chris Staples, and Lorraine Tao.

Forget the clichés this is advertising as it really is. If you're hell-bent on making it, this informative guide will put you on track for a career in one of the most exciting businesses on the planet.



NANCY VONK and JANET KESTIN are co-Chief Creative Officers at Ogilvy & Mather, Toronto. They've won many industry awards, including Cannes Lions, One Show Pencils, and Clios. They've judged these shows, CA, and many others. They are also coauthors of the popular 'Ask Jancy' column at ihaveanidea.org, a premier site for advertising students and young creatives.

Autorentext
NANCY VONK and JANET KESTIN are co-Chief Creative Officers at Ogilvy & Mather, Toronto. They've won many industry awards, including Cannes Lions, One Show Pencils, and Clios. They've judged these shows, CA, and many others. They are also coauthors of the popular "Ask Jancy" column at ihaveanidea.org, a premier site for advertising students and young creatives.

Inhalt

Foreword: Rick Boyko xiii

Preface xv

Acknowledgments xvii

Who Wrote This Book: Bob Barrie, Rick Boyko, David Droga, Mark Fenske, Neil French, Sally Hogshead, Mike Hughes, Shane Hutton, Janet Kestin, Brian Millar, Tom Monahan, Chuck Porter, Bob Scarpelli, Chris Staples, Lorraine Tao, Nancy Vonk xix

Introduction: The View from Down Here: Ignacio Oreamuno 1

Part I Breaking into Advertising

1 Was I Really Put on This Earth to Do Ads? 5
If you can't get an internship until after school, how can you know? / I really enjoy it, but sometimes I want to shoot myself. What do I do? / Am I talented enough for this industry?

2 School Daze 9
A CD told me my school is a waste of money. Why go to school at all? / What are great copywriting schools? / Do I need a pricey portfolio school for polished ads? Or would you hire me based on good, unpolished pieces?

Mark Fenske: It's all about the osmosis, baby.

3 What's a Good Ad, Anyway? 15
Is reactionary advertising a good thing? Smart? Stupid? Evil? / Why do some award-winning ads not really say anything? / Do ads have to be hilarious to be effective? / Should ads be mostly in good taste or closer to the edge? / Shouldn't ads portray good examples to kids and promote a healthy environment? / What do you think about sex in advertising?

Brian Millar: How to do great creative work without being clever or talented.

4 Portfolio Preparation: Like Giving Birth, Only More Painful 28
I'm the star in most of my ads. Is this a bad thing? / As a writer, do I need tight comps in my book? / What's the right number of ads to have in my book? / What are some products you like seeing in student books? / How do you feel about leave-behinds? / How do you know when your book's ready? / How do you make your portfolio wow an audience? / After two years as an AD, how much of my book can still be spec? / How many media should I show in my book? / Do you have to understand an ad right away? / Is it best to show all campaigns? / Different CDs like different ads. Who do I listen to?

Sally Hogshead: Don't send a fake foot to get your foot in the door, and other things to consider when putting your portfolio together.

5 Getting a Job in This Lifetime: It Can Be Done 38
Every CD says, Keep in touch. Isn't that BS? / Are Web portfolios as effective as sending your actual book? / Should you drop off your book completely unannounced? / How do you look for a job without your current employer finding out? / What chance does a junior have at a job in such tough times? / Is it plausible for a junior team to make a move together? / What are the best cities for cutting-edge advertising? / Should I hold out for good job out of school or take anything that moves? / How far is too far when trying to get a CD's attention?

How I Got My First Job, by Bob Barrie, Bob Scarpelli, Lorraine Tao, Nancy Vonk, Shane Hutton, Chris Staples, Janet Kestin, Mike Hughes, Rick Boyko, and Tom Monahan.

6 Internships: Purgatory, Rip-Off, or Free Education? 59
How do you make the most of an internship? / If I do too many internships, do I get labeled the cheap labor guy? / Where do you put internships on your resume? / As an intern, how can I set up real job interviews when I work all day?

Shane Hutton: How can I exploit thee? Let me count the ways.

7 What Place is Right for Me? 68
How can I find a nurturing environment instead of a backstabbing one? / Does your first job determine your career path?

David Droga: My two Australian/Singaporean/English/American cents/pence.

Part II You're the Chosen One. Now What?

8 MoneyNot That You Care about That 75
What's the average salary for a creative director? / When do I ask for a raiseand how? / Do you think the big CD salaries are justified? / Does a lack of TV experience affect your value?

Chuck Porter: Money. How much? How soon?

9 Fear and Self-Loathing: Snap Out of It 81
I'm scared and insecure. How can I have ideas when I feel like this? / Every professional I've met intimidates me. How will I make it in the real world, competing against the very best? / I feel like I'm going to barf before every presentation. How do I get out of presenting work?

10 Brainstorming Techniques (You're Going to Need Them) 85
Any remedies for writer's block? / I get blocked when I work in groups. What can I do when I'm never alone?

Tom Monahan: Brainstorming. Or, making ideas happen, as opposed to waiting for them.

11 Awards. Yes, They Matter. How the Judges Decide 90
What if you don't win an award in your first year? / Are there two types of agencies, 'suit' agencies and tho...

Produktinformationen

Titel: Pick Me
Untertitel: Breaking Into Advertising and Staying There
Autor:
EAN: 9780471743088
ISBN: 978-0-471-74308-8
Digitaler Kopierschutz: Adobe-DRM
Format: E-Book (pdf)
Herausgeber: Wiley
Genre: Werbung, Marketing
Anzahl Seiten: 240
Veröffentlichung: 03.10.2005
Jahr: 2005
Untertitel: Englisch
Dateigrösse: 2.3 MB