Praised as the "essential," "award-winning advertising career classic," here is the industry standard that all aspiring creatives turn to for brutally honest--and often droll--career advice, now fully updated to reflect what most impresses today's top firms. This is the unequivocal go-to source for anyone looking to break into the business. Originally published under the title The Copy Workshop.
Contributors include: David Baldwin, Tom Cuniff, Greg DiNoto, Jim Durfee, Doreen Dvorin, Heidi Ehlers, Jeffrey Epstein, George Felton, Jack Foster, Cliff Freeman, Roz Goldfarb, Jeff Goodby, Dean Hacohen, Charles Hall, Jhames Holley, Lee Kovel, Leora Mechanic, Deborah Morrison, Jim Mountjoy, James Patterson, Robin Raj, Amy Krouse Rosenthal, Helen Klein Ross, Ron Seichrist, Susan Spiegel Solovay, Helayne Spivak, Luke Sullivan, Eric Weber.
From the Introduction:
Although media are changing at the speed of light, the basics of advertising, speculative ads, and the job-getting process haven't changed. The information in this spanking-new revision concerns first-year issues.
* In Part I, I define concepts and campaigns for those who have just begun to ask what this portfolio thing is all about. And there are new questions and answers that I hope will help those about to graduate, those who are about to enter or have already entered the tougher-than-ever entry-level job competition....
* Part II addresses all aspects of getting a job, from resumes, cover letters, and business cards to interview etiquette and follow-up.
* As I've done since the first edition of this book, I've invited creative heads of some of the top agencies around, headhunters, creative managers, and junior creative people to write essays and supplement the text of this book with their comments, their stories, and examples from their portfolios. The contributions of these generous people are of enormous value and make up Part III, "A Little Help from Some Friends."