Young staff these days are intelligent, knowledgeable and quick on
the uptake. But being new to the workforce, an industry or an agency,
they have to be realistic, practical and have a sharp eye for
detail.
Speakers at the recent Creative Workshop, which MEDIA organised, offered
this piece of advice. For a start, speakers said young, up-coming
creatives should get as much information as possible before moving into
a new position or a new agency.
Mr Thor Santisiri, chairman and executive creative director of TBWA Next
& Triplet Advertising in Thailand, said candidates looking for an agency
career must realise that a little homework goes a long way in planning a
clear career development path.
"Don't believe the agency brochure, the sweet talk and the nice
reception area. Judge an agency by its creative work. And make sure the
people who have done the work are still there," he said.
M&C Saatchi Singapore creative director Paul Ruta added that creatives
looking to get ahead should seek out the creatives they believe they can
learn from.
"Go see the people you admire and find out their work and their
clients.
Demonstrate your interest. But go in looking for advice and not the
job.
Don't feel you have failed if you are sent away with instructions to
re-do your portfolio because this is advice you need to improve."
In job interview situations, both Mr Santisiri and Mr Ruta said that
applicants should keep it short and simple; four to five campaigns with
the best first.
Anything which has even a small chance of being challenged should be
left out.
Said Mr Ruta: "You won't be judged by your best piece of work; you'll be
judged by your worst one.
"If you feel you need to make excuses - we weren't given a big enough
budget, etcetera - then take that piece of work out of the
portfolio.
The same goes for one-offs and work which is too simple. Also don't
bother with story boards and scripts."
Mr Santisiri added that the portfolio should also demonstrate that "you
can do good ads on small accounts".
