An advertising portfolio is a necessary tool to promote yourself to an agency. In fact, most of these companies require a book before calling candidates for an interview aimed at a job position. The classic paper portfolio is still very popular, but you can also create a digital one with PowerPoint, through online galleries or websites. A professional collection involves time, effort and financial investment to procure equipment, take care of printing and / or design costs. Customize the portfolio for each job application and update it with new projects. This article will tell you how to create an advertising book.
Steps
Method 1 of 3: Planning an Advertising Portfolio
Step 1. First, you should be trained in this area
If you don't have a degree in advertising, but want to become an art director, copywriter, or creative director, then you should consider enrolling in a dedicated course. There are several options for budding advertisers.
- You can choose a bachelor's or master's degree in advertising. Make sure your qualification is specific, it would be better not to orient yourself towards a communication or economics faculty. Also, you should be sure that the university allows you to build a portfolio during your study path. Find out about the degree program in advertising closest to you and its educational offer.
- Enroll in an advertising school or academy. These courses usually last shorter than university courses and give you the opportunity to concretely develop a portfolio. At the end of the journey, you should have a professional looking book. In this regard, there are also courses that specifically teach how to create a portfolio.
- There are also other courses; find out if there are organizations in your city that offer training in the advertising sector. Also take advantage of all the conferences on the subject and the information you can find on the internet. If you have very little knowledge about building a portfolio, these resources will allow you to learn more about the latest innovations published online or in books.
Step 2. Collect some samples of your advertising work
Determine if you have enough to create a portfolio. You should have at least 10 professional ad samples to make a compelling collection.
- Search the internet and bookstores to find prestigious advertising yearbooks. Internationally, consider publications from The One Club and Communication Arts. Uncovering the industry's biggest hits will give you insights, but it will also help you get an idea of what a professional ad presentation should look like.
- If you don't have enough samples, then you should go to work creating some. You can include work that hasn't actually been developed or published, but should be of high quality. If you are a copywriter, go to an advertising designer, or vice versa. Agree to join forces and produce professional-looking work for the respective books.
Step 3. Determine if you want a digital or paper portfolio
Your choice should largely depend on the job you aspire to. If you want to become an online advertising designer, then go for the digital format. If you want to become a logo or brand designer, then go for a bound one.
You can also choose both. It is a good solution to be even more competitive in today's job market. However, you should first select the one you are most likely to use, since building and perfecting the book takes a considerable amount of time
Method 2 of 3: Create a Paper Portfolio
Step 1. Choose materials at a stationery or fine art store
These outlets should have a wide range of items that fit your purpose. For a professional result, it is ideal to choose a portfolio with a rigid wrap, or in vinyl or leather with a zip closure.
Buy pockets to add for television and radio advertising samples. It may be unnecessary to include these samples every time you submit your portfolio, unless you want to work exclusively in one of these media
Step 2. Print your samples professionally
Check them several times before printing them. Make sure you choose the optimal size for your chosen portfolio and leave a 6mm border.
Step 3. Include contact details, explanations and specifications in each part of the portfolio
You can print them at the beginning, on the opposite page or on the same page, this depends on the size of the portfolio.
Step 4. You could laminate and felt the samples
Take them to a reputable copy shop - ask for stiff lamination on black paper and opt for a felt back. Samples will not only look professional, they should also last longer than those stored in clear bags.
Step 5. Customize the portfolio for each job application
Read the job description carefully and research the agency's clients to get an idea of their needs. Have at least 10 of your highest quality projects on hand, and also include the best samples that specifically relate to the businesses, products or brand images that the agency in question deals with on a regular basis.
Step 6. Don't include too many samples
A portfolio should prefer quality over quantity. Choose 6 of your best general samples and 1-4 of the customized ones for the job requested by the advertising agency.
Don't post too many jobs related to another medium. For example, if the company is looking for a copywriter for magazine advertising, do not include more than one radio commercial that you have written
Step 7. The portfolio should be clean and free of wrinkles
If you decide to use plastic pockets for printed advertisements, replace them immediately if they tear or crease. Advertising is a competitive sector, so you have to emerge positively, without bad figures.
Method 3 of 3: Build a Digital Portfolio
Step 1. Decide if you will create a site dedicated to your portfolio or if you will use a template
If you are applying for jobs that include site design, then you should make your own. If you want to showcase copywriting or graphic design work, choose a professional preset template.
DeviantArt, Behance Network, Coroflot Portfolios and Flickr are useful sites to consider when looking for models. They are often used by advertisers. You can also draw one yourself in PowerPoint if you want to send it digitally, but don't want to upload it online
Step 2. Create a personal brand
Whenever you use a template or create a website, you have to make choices about how you want to look. You should focus on professional and original work that demonstrates your creations, instead of distracting people who look at them.
Step 3. You may have more than one digital portfolio
The paper ones allow you to change samples based on interviews. If you have a variety of advertising skills, consider making a specific portfolio for each of them, such as copywriters, logo design, online advertising, or TV commercials.
You should include your best 6 samples in each portfolio published online, then add other specific projects to each individual collection. When sending a portfolio, choose only the one that comes closest to the job description
Step 4. Include explanations, dimensions and details regarding each sample
Make sure you give all the necessary information about the project.
If you use a gallery-based system, such as DeviantArt, leave some space for visitors to comment. You can post your creations on Pinterest and other social networks. Receiving a lot of positive comments can work in your favor, as long as they are professional enough to be read by an advertising agency
Step 5. Protect your work
Make sure you protect the copyrights of everything you post online. If you fear plagiarism, add a digital watermark to your creations.
