Graduating into the great unknown
I recently had the opportunity to take part in Creative Café at Boston University's College of Communication (COM). On a rainy Monday evening, young advertising students waited anxiously to share their portfolios as local industry professionals like myself filed into the student lounge.
The night started with wine and hors d'oeuvres, but quickly turned into an exchange of ideas—and hopefully some sound critique. I met with student copywriters and art directors one-on-one to review their books and weigh in on what I liked and what I didn't. I tried to offer the best advice I could, while also sharing some pointers on how to break into the creative side of advertising. After all, graduation lurks right around the corner.
As a COM grad (Class of 2000), the event reminded me of how difficult it is to get your start. It wasn't so long ago that I was on the other side, crafting my first book, seeking counsel, and developing the thick skin needed to survive it all.
Of course, it all comes down to the creative, even at that early stage. But in this tough market and in this digital age, expectations are higher than ever. Tim Brunelle, an early mentor of mine at Arnold (whether he knew it or not), just wrote a "commencement speech" to May's grads. Tim Brunelle discusses the difficulties of breaking through and shares a survey he conducted with 10 creative leaders and recruiters. It's a compelling read.
The advertising program at BU may not be on par with Miami Ad School or the Portfolio Center, but it does equip students with the tools needed to put a good book together and get a job. Creative Café is a prime example: To get this much exposure to so many professional opinions is invaluable.
Yet those opinions are also a stark lesson in subjectivity—a lesson best learned early. For two hours, students showed their books to one person, then got back in line and showed someone else, thus generating a staggering amount of contrasting feedback. A campaign I gave the thumbs-up may have been heave-hoed by another creative. It's a lot for a college student to absorb, but it may be the best introduction to life as an entry-level writer or AD. Welcome to advertising, kid.
All in all, I was impressed with the level of creative. There was some bad work, for sure. Several ideas shouted "student-made." But there was also a lot of good work. A lot of elegant design, solid writing, and smart thinking. Few books were strong start to finish, but each had a gem or three. With some finessing and a little luck, these students may just return to COM in eight years to learn another lesson: Time flies.
Want to add your own lesson? Post a comment with your memories of breaking through and getting that first job. What was the hardest part? What helped you stand out? If you're a creative, what was the best or worst ad in your book?
Comments
The time that professionals spend with our students is invaluable and the advice is certainly needed by the students. They incorporate what they have learned into their books right away and the job market seems to respond very well.
Thanks to Matt and the twenty other wonderful reviewers, we had our most successful year ever.
Giving back always feels pretty good and the kids will never forget the effort.
Posted by: John C. Verret | May 20, 2008 12:47 PM