March 29, 2016 - Comments Off on The Box-Ticking Book

Last week, I had a couple of crits with people that go to the same university. In their folios were briefs for the same brands and local clients they’d been told to work on.

They were for businesses you’ve never heard of, with CTAs longer, and more dull, than you would ever hope to have to write.

So why was I looking at them? Because these ideas were marks towards their degree.

Marks that would never worry any industry creative during any crit or interview.


Because they’re looking for good ideas.

Not what number out of ten an assessor gave it.

The first thing most creatives will probably ask is why have you chosen an obscure product for your book.

And your answer probably consists of the words “tutor”, “university” and “we had to”.

But it shouldn’t.

It’s not about getting the degree. It’s about getting the job.

It’s about you. Your book of ideas. Your style.

In the ultra competitive market that is advertising, where there’s roughly only one junior team job available at most decent agencies each year, your chances are already slim.

Don’t make it harder for yourself.

Before you even think about competing against the entire nation’s ad grads, compete against your course.

You might be a different team, with a different style, but if you do the same briefs, there’s only ever one winner.

So give yourself an unfair advantage.

Do the box-ticking book.

But do more.

Just don’t show me an idea for a university project, D&AD or YCN brief.

Unless that is... it's won something.

Published by: admin in Opinion Pieces

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