CAREERS MEDIA: Young creatives urged to do their homework

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