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You've always wanted to work in the advertising industry. Maybe you don't have any experience. Maybe you do have experience but you don't have any published advertisements you can showcase in your portfolio.
What to do?
The dilemma can seem overhwelming. Many people figure they'll never get a job in advertising for this very reason.
But there are ways around this obstacle.
Speculative ads are the key. These are ads you've written yourself.
Try out this exercise. Look around the room where you're reading this article right now.
What do you see? A lamp? Dog food? A jacket? Computer?
Quick. Write an ad for one of the brands you see around you. You've just created a SPEC AD, as it's known in the industry. These ads show a potential employer/client your talent without you having to have a published piece.
If you really want to spice up your portfolio, pick a print ad out of your favorite magazine. Pick the original ad apart. What elements are missing? Is the call to action strong enough? Now rewrite that ad in your own words.
In your portfolio, you'll really want to showcase your rewrite of this ad. Place your SPEC AD on one side of the page and the original ad on the other (so both are side-by-side). When you go into an interview, you're highlighting your talent versus that on the national level.
Smaller agencies are generally more receptive to a portfolio full of SPEC ADS. Don't rule out the smaller agencies in your search for an advertising position. It's an excellent way to build up your portfolio so you can shed those SPEC ADS in the future.
Another option to consider is an internship at a local TV station, ad agency or a business with its own in-house agency. Most TV stations have their own commercial production services. They write, produce and direct local television commercials and can be a great springboard for future advertising agency work.
Internships at ad agencies are competitive and you should research an agency to see their types of clients. This helps you determine what types of materials they handle so you can build your portfolio appropriately.
Companies with an in-house agency manage most, if not all, aspects of their advertising. They have a complete advertising department that produces all sorts of materials for the company. The only downside is that the in-house agency only produces materials for that one company. That's generally not a problem because the types of materials produced are so various to promote the company and its products.
When searching for a position in the advertising industry, especially if you have little or no experience, you'll have to rely on your SPEC ADS to spotlight your ability to do the job. And while your talent may be great, don't forget to show your enthusiasm. Enthusiasm can go a long way in this business.
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