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Pick Me: Breaking Into Advertising and Staying There

Pick Me: Breaking Into Advertising and Staying There

Nancy Vonk, Janet Kestin

ISBN: 978-1-118-04041-6

Dec 2010

240 pages

$14.99

Description

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.

Foreword: Rick Boyko.

Preface.

Acknowledgments.

Introduction: The View from Down Here: Ignacio Oreamuno.

PART I: BREAKING INTO ADVERTISING.

1. Was I really Put on This Earth to Do Ads?

2. School Daze.

3. What's a Good  Ad, Anyway?

4. Portfolio Preparation: Like Giving Birth, Only More Painful.

5. Getting a Job in This Lifetime: It Can be Done.

6. Internships: Purgatory, Rip-Off, or Free Education?

7. What Place Is Right For Me?

PART II: YOU'RE THE  CHOSEN ONE. NOW WHAT?

8. Money-Not That You Care About that.

9. Fear and Self-Loathing: Snap Out of It.

10. Brainstorming Techniques (You're Going to Need Them).

11. Awards. Yes, They Matter. How the Judges Decide.

12. Boss Problems: Try Not to Kill Him. Or Sleep with Him.

13. Partner Problems: Do You Need Counseling, a Divorce, or a Gun?

14. Copywriting.

15. Art Direction.

16. Account Executives: They're People, Too.

17. Identity Crisis.

18. Am I in the  Wrong Place?

19. Ethics in Advertising: Not Necessarily an Oxymoron.

20. CD Life (Be careful what You Wish For).

21. Women: The Vanishing Act.

22. Age(ism): Is 39 the New 65?

23. Staying Sane in an Insane Business.

24. Miscellaneous: The Best Chapter of Any Book.

25. Strangest Questions: Maybe Even better than Miscellaneous.

PART III: BUT WAIT, THERE'S MORE! THE GURUS SHARE YEARS OF COLLECTIVE WISDOM, AND EMBARRASSING PHOTOS.

26. what I Know Now That I Wish I'd Known Then.

27. What I Look for in a Junior.

28. A Century Ago, We Were Juniors, Too.

Appendix: The Inspiration Grab Bag.

Index.

  • Covers everything from choosing the right school, to creating a winning portfolio,  to getting the interview, landing the job, weathering office politics, and starting a successful career.
  • Includes career advice from 14 ad industry superstars, including how they got their first jobs, what they look for in a junior ad executive, and what they know now that they wish they’d known then.
  • Industry leaders answer students' 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?
TARGETS THE SAME AUDIENCE AS  THE BESTSELLER, “HEY WHIPPLE, SQUEEZE THIS!” The book is for advertising students, people who want to get into advertising, and young creatives. Although Whipple is widely used as a textbook to introduce this audience to advertising, it’s really a copywriting book. “Pick Me!” does a much better job of targeting this audience and solving its #1 problem—how do I break into advertising?

INCLUDES CAREER ADVICE FROM AD INDUSTRY SUPERSTARS: The authors have begun approaching personal contacts such as Neil French, Jeff Goodby, Lee Clow, Chuck Porter, and other industry superstars to contribute essays on how they got their first jobs and what they wish they’d known when they were getting started in the ad world.

AUTHOR PLATFORM: As co-creative directors of a major agency, Janet Kestin and Nancy Vonk are very plugged in to the advertising community. They are frequently quoted in industry literature and have been profiled in USA Today, Adweek, Ad Age, Reader’s Digest, etc. Thousands of students and young professionals read their “Ask Jancy” column regularly—the book is based on this column.  Janet and Nancy are judges in major awards shows and speak regularly on advertising to public audiences.