Why You Can't Break Into the Business
By Jay Aydinalp-Mathews

I meet with a lot people that are desperate to break into the advertising & design industry. Some have degrees in advertising, communications or design from reputable universities. Some have portfolios they've developed at technical and/or art schools. Others are looking for a career change and hoping to leverage experience in a related field. All of them have a strong desire to get into the business. Almost everyone asks the same question, "Why can't I get in the business?"

It’s the same question I asked after graduating with an advertising degree from the University of Kansas many years ago. I did my school, now where’s my job? I had a five-year reality check before someone kindly pointed me in Brainco's direction.

We all know that the first step to getting help is admitting that you have a problem. Here's a checklist for helping you decide if you need help.

1) Your degree is no good here.
So you've got a college degree. Great. On the account side of the business, this is often a necessity. On the creative side it holds about as much weight as your Tae Kwon Do certificate. You need a portfolio. A good portfolio. End of story.

2) Portfolio? What portfolio?
You want to be a creative? You have to have a portfolio. Your portfolio should contain a diverse sampling of quality work that demonstrates your abilities. Emphasis on the quality. We recommend somewhere in the range of 18-24 pieces.

Copywriters and Art Directors should have 6 good campaigns that demonstrate more than a sophomoric sense of humor. If you're carrying around a bunch of condom ads, ditch them now. There's a lot of bad advertising out there. If you're using these ads as the bar for where you need to be, you need to raise the bar. Check out the student work in CMYK and on the Brainco website. There's your bar.

Designers need to demonstrate the ability to integrate their designs beyond the typical logo and letterhead. Strong concepts are a necessity. Use different materials, tangible objects and an innovative approach. It's no longer good enough to say you did it because, "it looks good." There's more to design than knowledge of fonts and colors. Understanding the software is just a small part of the equation. Start putting purpose into the mix. Check out the Brainco student design work.

Interactive Designers need the same purpose as designers with a high emphasis on functionality and usability. If your designs are not intuitive enough for a basic user, they’re no good. The goal is blow their minds not mess with them.

Prospective Account people can edge out the competition by demonstrating their skills in a well-organized portfolio of creative briefs, research documents and the resulting creative work. Show them that you know the business and have the experience necessary to succeed. Without it, you're just like any other applicant with a 4-year degree and a dream.

3) How’s your network?
Not your computer network, your professional network. Do you have contacts in the industry that you can meet with to get some good honest advice? You're going to need them. Showing your face around an agency once or twice isn't enough. You need to get to know people. Create some top-of-mind awareness for yourself. Getting a job is part talent, part luck and all timing. Surrounding yourself with professionals without coming across as a stalker can be difficult…unless they're your teachers.

4) Setting your sights
Are you content to be designing the next brochure for your father-in-law's construction company or do you want to work on Super Bowl commercials, redesign Diet Coke's identity or manage the Nike account. If your sights are set high, you’re going need 3 things: raw talent, patience and help from people that can put you on the path to a great career.

5) The Personal Equation
Sometimes people forget that in the end, companies are hiring you...a person. Be conscious of your behavior, but not self-conscious. Have confidence, but don't be over confident. Show some humility. The greatest student portfolios can't overcome an attitude problem. I say, "Don't bust out your ego 'til you bring home the Clio." Right now, all you've got is potential.

It may be reassuring to know that you're not the only one in this position. The best thing you can do is create more value in your product – you. Learn more, get better, get a job.

Set up a time to meet with us. We'll help you sort it out.

> Back
> All Guest Columns