Resumes and mini-books: So many opinions, so little directio

Firstly, good on ya - at least you know that you want to be a copywriter - down here most peeps in your position don*t even know whether they want to be art directors or copywriters!



To answer your first question, are you asking about a resume* that you*re just going to post in to an agency (in response to an ad for an intern, or as some kind of *give me a job* circular)?

If that*s what you mean, my view is don*t even bother - how many others graduated alongside you, and at the same time, from other colleges around your country - and how many placements are going to be available?

A straight, mailed-in resume* would never get anyone an interview at agencies I*ve worked in before, nor in the one I run now.



However, find an agency (or make up a shortlist) that you admire, and that*s within reach of you, and you*d like to get a shot at..

Research that agency to death - try to understand their campaigns (try and figure out what the SMP may have been for ads you particularly like), get a feel for their client base, ask around about them, Who*s the MD and CD? What*s she / he like? - outside of their *work*, try and find out more about their *take* on the ad world (they must have spoken / lectured / been interviewed - check it out with a web search)

Then write your resume* specifically for that agency - customise it.... just for them - it shows you*ve done your homework and that your passionate about working... for them.

The resume* in this industry is in many ways just the *leave -behind* - something for them to go back to when they*re looking at placing an intern / junior creative.



The thing that will make even busy agencies sit up and take notice is, guess what?

Demonstrable creativity.. surprise, surprise smile

So, do what it takes to get noticed, to get invited in.... for the right reasons of course......... don*t just appear like a whacko or a stalker, but make them pause, stop and look. By all means be irreverent, but relevent.

What can you do to achieve that? Ha - there*s no general silver bullet here - it will depend upon many, many factors - just like an advertising creative brief - just like a working copywriter has to sweat over every day in a real agency.

So, treat the whole exercise as an ad campaign, where the product is you. - once you*ve done your homework on your target market (like an agency planner), write your own brief to you, the one-person creative team. Treat every failure as a lesson learnt - it*ll just make you better prepared for your next shot.

If this all sounds a bit too tough, get over it - this is an exciting, brilliant industry, but even when you get into an agency, it*s an industry based upon rejection - many, many times your *brilliant concept*, your wonderful copy will be rejected - by your own CD or the client. Get over it - and enjoy it all.

So, you want a job in advertising? Well, your first unpaid assignment is to treat yourself as your own customer - and use your raw talent to help open that first door ...... then wow them with your enthusiasm, willingness to learn... and ability to work like a dog...... and your raw, untapped talent - then leave them something to remember you by!



Good luck smile