makin ads book
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HOW TO START YOUR CARE
ADVERTISIN
a makin
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If you ask a handful of people who work on the
industry how they got there and why they chose ad
answers. Some might be artists who didn!t want to
have been guided by their love of writing or
uncontrollable enthusiasm for creative ideas. It can
inspirationbeing moved by a great commercia
commercial and thinking, I could do better than that
However you got to this point, we!re glad you did.
We wrote this ebook because we love what we do
your questions and help you decide if advertising
creative side of the business is your cup of tea. Andare now to where you want to be.
YOU ARE HE
Topeka? Wichita?
were glad
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Some people think of advertising as the rock "n! roll side of the business world.
You get paid to come up with cool ideas that thousands, maybe millions of
people will see. You don!t deal with spreadsheets, rarely wear suits (unless you
really want to), and earn your paycheck by sitting around with your feet up on
the desk with interesting, like-minded people, asking, What if?
No wonder people want to be in advertising. And it!s no wonder that the
competition to get a really good, really rewarding job is pretty intense.
SOMEWHERE BETWEEN ROCK !n"RO
AND THE CORPORATE BOARDROOM
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Let!s start with the broad view: Marketing. Marketing covers everything
from the creation of a product, service or an idea, to how it !s consumed.
It!s a pretty big field, and there are a lot of marketing services out there.
Design firms to create everything from business cards to your soda bottle.
Public relations agencies to help companies present a good image in the
news media. Direct mail agencies that specialize in creating what you
probably refer to as junk mail. At some point, pretty much everything is
touched by marketing. Advertising is just one part of marketing (but it!s
maybe the most fun part).
Most advertising that you see was created by an advertising agency. Ad
agencies are companies that specialize in creating commercials, print ads,billboards, websites and anything else that helps get a message out about
a product or brand.
When a company wants to advertise, they!ll usually hire one of these
advertising agencies. Some agencies are huge, with offices all over the
world that bill billionsof dollars each year. And there are some very small
onesjust a few people housed in a downtown loft.
In advertising, the size of your agency doesn!t matter. It!s all about the size
of your ideas.
ADS ARE COOLwho makes them?
[idea not to s
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Most*advertising is pretty bad. Boring. Uninspiring
moron. You mean I should act now? Because this sa
repeat the part about 10% off? You only mentioned it
And then there!s the other kind. The kind that speak
something in a new or interesting way. Makes you lau
you something you didn!t know before.
The best creative advertising is surprising. It conne
way. In short, it!s the kind of work you want to be doin
If you!ve ever watched a commercial that was so fun
thought, I wish I!d thought of that, then you!ve tak
advertising creative.
*By most, we!re talking roughly 97%. Maybe 96% d
WHAT IT MEANS TO BE CRE
o hair style cool glasses rubber chickeno ideas
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Really, everyone!s creative. One of the great things
that there are a lot of very diverse, very smart p
Everyone contributes.
But let!s break it down a little. In an ad agency, this is
When a company wants to advertise, it finds an ad
call that company the client. To help manage the
account department. They!re the people who run th
They talk with the clients every day, relay message
make sure everything is running smoothly.
The agency!s planning department is different
Planners develop the outline, called a brief of wha
the ads. Who is the audience for the ads? What do
we want to say to them?
The brief then goes to the creative department. Wh
are a creative, that means they!re a member
copywriter, art director or creative director.
WHAT IT MEANS TO BE A CRE
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So you have a creative brief. You know what to sa
your job to come up with howto say it. What!s going
What!s going to keep them from changing the c
connect with the audience and move them?
In the typical creative department, art directors and
as creative teams. Strictly speaking, the copywriter
and the art director is in charge of the visuals. In rea
fluid. Art directors sometimes write, and copywriters c
The big job of the art director/copywriter team is to
idea for the ad. They usually work together for w
ideas (although having less than 24 hours to co
unheard of). Then they take their best ideas to t
creative director is usually the senior, more experie
she reviews the ideas, makes suggestions or revisio
down to the best few, and in the end gives the sta
ideas will be taken to the client.
THE CREATIVE PROagency style
[art director] [copywriter] [client]
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The agency presents the idea or ideas to the client, and the client either
buys an idea to produce, asks for revisions, or rejects the ideas altogether
and sends the creative team back to the drawing board. If the client buys
an idea, the creative team is responsible for bringing it to life. They workwith producers, directors, photographers, editors, musicians, actors,
designers and anyone else to make sure that their creative vision is
realized.
The entire process can be very fun, stressful, frustrating and exciting at
the same time. But in the end, when you have a well-crafted commercial
on television, billboard on the highway or website up and running, it !s a
great feeling.
THE CREATIVE PROCESS IS LONso we continue
its description
here
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When you!re applying for a job as an art director or copywriter in an ad
agency, no one will ever, ever, ever ask to see your GPA. They probably
won!t look at your resume. They won!t care whether you have a BS, an
MS, a PhD or a police badge.
To get a job as a creative in advertising, you!re going to need one thing: A
portfolio. A portfolio, often called your book, is a collection of ads you!ve
come up with that proves you can think and execute creatively.
Forever ago, there were many doors into an agency. English majors,
journalists, and stand-up comics might be hired by an agency based on an
interview. Or someone might take a job as a receptionist just to be around
the creative director, with the hope of some day writing copy. It used to be
that agencies would train and mentor these fledgling creatives. But those
days are unfortunately gone. There are always exceptions, but the best
way in is through the front door with a good book.
THE FRONT DOOR WITH A GOOD
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You need a portfolio to get a job in advertising, but
develop your portfolio. Catch-22 right? Not necessari
Fortunately, creative directors don!t care if the ad
magazine. In fact, they expect that ads in your b
looking for are big ideas, well executed. They w
strategically and creatively, and that you can design,
bring your ideas to life.
WHY YOUR BOOK MA
and then we see a
battalion of rapping
ninja-monkeys
riding unicycles
and nothing
else does
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Advertising is a business that loves award shows. And there are a ton of
them.
Every year in late spring, the One Club for Art and Copy holds its award
show (the One Show) where a board of judges selects the very best work
from around the world. All that work is bound into a huge bible of a book
called The One Show, which is usually published at the end of the year.
Other global award shows worth checking out are Cannesand D&AD.
Communication Artspublishes its Advertising Annual each December,
and Luerzer!s Archiveand Creativityare a couple other publications that
feature great creative.
These publications and annuals can be expensive ($24 - $60 each), but
most of them also have websites that feature the award winners. And if
you want to do great work, you!re going to have to see what great work
really is. These books are as close as you!ll come to finding a creative
textbook.
ANNUALS AND AWARD SHOWSand why theyre
important
http://www.commarts.com/http://www.luerzersarchive.us/luerzers-products.asp?http://http//creativity-online.com/http://www.commarts.com/http://www.canneslions.com/http://www.dandad.org/http://www.canneslions.com/http://www.dandad.org/http://http//creativity-online.com/http://http//creativity-online.com/http://www.luerzersarchive.us/luerzers-products.asp?http://www.luerzersarchive.us/luerzers-products.asp?http://www.commarts.com/http://www.commarts.com/http://www.dandad.org/http://www.dandad.org/http://www.canneslions.com/http://www.canneslions.com/http://www.oneclub.org/http://www.oneclub.org/ -
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Putting your book together and slugging it around from agency to agency
is one way to get a job in advertising. But working by yourself is a hard,
usually inefficient road. There!s a lot of competition, and often you !re going
to need all the help you can get.
A number of schools in the United States specialize in helping students put
together a solid portfolio and get a job in advertising. Usually called
portfolio schools, they!re advertising!s equivalent of medical school.
The benefit of going to a portfolio school is that you learn from people
who!ve been in the business a long time. And you!re in an environment full
of creative energy, where you can partner up with other creatives and
mimic the kind of atmosphere you!d find in an agency.
Each school has its own advantages. The VCU Brandcenter is the only
one associated with an accredited university, and you leave with a Masters
degree. Miami Ad School has branches all over the world, from San
Francisco to Amsterdam. The Chicago Portfolio School is just a one-
year program (most of the others are two years).
PORTFOLIO SCHOOLS
A few undergraduate schools, like the University
turn out respected portfolios, and there are also
advertising programs as well. Some schools are
others, but if you!re sure advertising is your desti
education. It!ll pay off in the long run.
One way to get an idea of which schools are doing
the award show annuals. Most have a student s
best work from the various portfolio schools. T
quarterly review of the best student advertising w
schools consistently place work in these publicatio
you decide which school is right for you before you
http://www.miamiadschool.com/http://www.brandcenter.vcu.edu/http://www.miamiadschool.com/http://advertising.utexas.edu/http://advertising.utexas.edu/http://www.chicagoportfolio.com/http://www.chicagoportfolio.com/http://www.miamiadschool.com/http://www.miamiadschool.com/http://www.brandcenter.vcu.edu/http://www.brandcenter.vcu.edu/ -
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It!s hard to say how much longer any of this con
valid. Technology, the changing economy, and
advertising agencies to constantly adapt. For years
the death of the 30-second commercial because of
people are still getting paid to write and produce
more agencies are incorporating digital and gue
advertising into their repertoire.
How we reach people changes, but some things w
Advertising is about coming up with creative way
entertain and ultimately connect with people.
There will always be a need for ideas that do this. Aa need for people who can communicate in uniqu
Whether it!s on a shopping website or the label
advertising industry will always value big, creative
be one of the people who!re coming up with them.
TRADITIONAL AD AGENand where were
going from here
whats a
twitter?
http://twitter.com/http://twitter.com/ -
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1. Get a copy of a recent Communication ArtsAdvertising Annual orOne ShowAnnual and flip through it to see if that!s the kind ofwork you want to do. Or visit creativity-online.com and check outwhat creative agencies have been doing this week.
2. Email or call some portfolio schools and ask them to send youinformation on their programs.
3. Call a local advertising agency and ask if they have any internshipsin their creative department. (But don!t just look ADVERTISING upin the Yellow Pages and start calling. You!ll be crushed under theweight of mediocrity.)
4. Highly-recommended reading:Hey, Whipple, Squeeze Thisby Luke SullivanThe Houdini Solutionby Ernie SchenckCutting Edge Advertisingby JimAitchison
Pick Me: Breaking Into Advertising and Staying Thereby Nancy Vonk and Janet Kestin
I READ YOUR E-BOOK.now what?
http://www.amazon.com/Pick-Me-Breaking-Advertising-Staying/dp/0471715573http://www.amazon.com/Pick-Me-Breaking-Advertising-Staying/dp/0471715573http://www.amazon.com/Cutting-Edge-Advertising-Create-Century/dp/013012897Xhttp://www.amazon.com/Cutting-Edge-Advertising-Create-Century/dp/013012897Xhttp://www.amazon.com/Houdini-Solution-Creativity-Innovation-thinking/dp/007146204Xhttp://www.amazon.com/Houdini-Solution-Creativity-Innovation-thinking/dp/007146204Xhttp://www.amazon.com/Hey-Whipple-Squeeze-This-Creating/dp/0471293393http://www.amazon.com/Pick-Me-Breaking-Advertising-Staying/dp/0471715573http://www.amazon.com/Pick-Me-Breaking-Advertising-Staying/dp/0471715573http://www.amazon.com/Cutting-Edge-Advertising-Create-Century/dp/013012897Xhttp://www.amazon.com/Cutting-Edge-Advertising-Create-Century/dp/013012897Xhttp://www.amazon.com/Houdini-Solution-Creativity-Innovation-thinking/dp/007146204Xhttp://www.amazon.com/Houdini-Solution-Creativity-Innovation-thinking/dp/007146204Xhttp://www.amazon.com/Hey-Whipple-Squeeze-This-Creating/dp/0471293393http://www.amazon.com/Hey-Whipple-Squeeze-This-Creating/dp/0471293393http://creativity-online.com/http://creativity-online.com/http://www.oneclub.org/http://www.oneclub.org/http://www.commarts.com/http://www.commarts.com/ -
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Please visit
makinads.com
A blog for students of advertising, portfolio school hopefuls and anyone else putting their book toge
This book written and created by Makin Ads. It was Illustrated by Copywriters.
http://www.illustratedbycopywriters.com/http://www.illustratedbycopywriters.com/http://makinads.blogspot.com/http://makinads.blogspot.com/
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