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IHAVEANIDEA.ORG > ask jancy >  Weak art direction in my non-ad school CW book

Weak art direction in my non-ad school CW book


I am an aspiring copywriter and am just finishing up my book. I did not go to portfolio school but have been on my book for the last year. I have 7 solid campaigns (so I feel) but have only been able to get 2 directed by a student art director who went to Miami Ad School. The rest are “thrown together” by myself using stock photos and photoshop.
My question is, are Creative Directors good about looking past amateur art direction and appreciating good copy and concepts (in regards to a copywriter’s book)?
Also, can young copywriters get jobs without portfolio school?

intro Weak art direction in my non ad school CW bookAnyone with a good enough portfolio can get a job without portfolio school. But know, that it will likely take longer, and demand more patience and persistence. You say you’ve been working on your book for a year and have 7 ‘solid’ campaigns. By solid, do you mean killer? What you’re looking for are ideas that’ll surprise cds with their freshness, thoughtfulness and courage. If you can do that, a good creative director won’t get all hung up on the fact that the ads were art directed by a writer. Your ‘thrown together’ layouts should serve your idea well enough to get it across. That’s all anyone should ask.

Sadly, you won’t always meet good creative directors and the truth is a better looking book gets more attention than a more basic one. Good for you that you found someone to art direct two of your ads. Ideally, you’ll find a way to get more done. ihaveanidea often serves as a resource for young writers and art directors to connect for portfolio purposes. Maybe it’s time to get with the matchmaking to up your odds of success.

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About Jancy

'Jancy' is Janet Kestin and Nancy Vonk, Co-Founders of Swim, a unique “creative leadership training lab for advertising creatives and marketers.” Prior to Swim, Jancy was globally renowned as the Co-Chief Creative Officers of Ogilvy & Mather Toronto, a position they held for thirteen of the twenty years they were a creative duo at the agency. Over the years they've racked up Cannes Lions, Clios, One Show pencils and CA credits, and have lead their shop to two Cannes Lions Grand Prix and a Grand Clio. They've judged CA, Cannes, D&AD, the One Show, the Clios and other prestigious award shows. Creativity named them two of the top 50 creative people of 2008. Known for their outspoken, no-bullshit style and a passion for mentoring juniors, they're ready to give you advice if you're ready to take it.

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