The following is a brief discussion and outline concerning what YOU, a BSU advertising major, need to know about developing a “winning” portfolio, or “book” as it is referred to in the business.

First, be aware that there are many books and articles on the subject of Portfolio Development available at the library and book stores. It behooves you to do some research, and to talk to your professors and people in the business as you develop and “polish” your portfolio.


Some Suggestions And Sequence Requirements

You have a variety of opportunities to create and develop “portfolio-ready” material as you progress through the sequence of advertising courses. You should be motivated to not only do your best work on each class assignment, but to periodically go back to refine and “polish” your best pieces. The kinds of course projects that ultimately may be used in a portfolio include: creative strategies, copy platforms, print copy & layout, scripts, television storyboards, video and audio tapes, writing and art samples, etc. For students in non-creative career tracks, strategy statements, media plans, campaigns books, research projects, case work assignments, and other examples of analytical skills may make up a “Personal Sales Portfolio.”

Outside of class work, additional help with portfolio development may be obtained by: consulting with professors and practitioners, visiting Career Services, participating in the AAF Student Advertising Club, internships, related work experiences and by reading more about the kinds of projects practitioners like to see.

All advertising majors are required to undergo a Portfolio Review at the time of their exit interview--just prior to graduation. If you are interested in copywriting, art direction, graphic arts or production, you’ll have a traditional Creative Portfolio. If you envision your career to be in account management, media, marketing or research, you will have a Personal Sales Portfolio. Both are outlined later.

All advertising students are required to submit a portfolio in two courses: J354 Copy & Layout and J455 Advanced Copywriting. The portfolio review represents 20 to 30% of your final grade in each of these courses.


Expectations of a Creative Portfolio

What do professors, advertising agencies, and other companies look for in an advertising Creative Portfolio??? BIG IDEAS. That is, creative solutions to all kinds of marketing and advertising problems. They especially look for ideas that clearly communicate SELLING PROPOSITIONS, fresh creative ideas that help differentiate a brand and offer a compelling consumer benefit. They look to see if you’re truly a creative person. Can you produce original concepts? They are interested to see what special skills you may have. Are you a good copywriter or art director? How well can you use the computer to design your creative samples and presentation books?

Your portfolio presentation should be as professional as you’re able to make it. In some cases, you may be asked to send in your portfolio or to leave it at a company to be routed around to different people. In these instances, you will not be present to represent your work. Instead, your portfolio will represent you, and it may determine if you ever get invited for an interview.

Your portfolio should show a range of work that demonstrates your experience, skills and creativity. Everything from single ads to multi-media campaigns with creative strategies should be included. But, multiple executions of print media campaigns are the most important. Most advertising creative directors believe that samples of print copy and layout best demonstrate a young person’s creativity and selling ability.

If you have good samples that were actually produced and have run in the media--great! Other related writing and art samples may also be useful if they’re good. You may have noticed the repetition of the word “good.” Include only your best work in your portfolio. One bad piece can kill your chance for a job. Don’t take chances. If you’re not totally proud of a particular sample don’t include it in your portfolio. One creative director expressed, “We look at the best piece in each portfolio for potential, and the worst piece for risk of hire. If the risk seems too great, we pass.”


Suggestions for Your Creative Portfolio

Start Strong and End Strong
• Place your very best work first and last
• It’s best to start and end with two or three campaigns
• Put your one-of-a-kind pieces in the middle
• Related work and awards go in a separate section in the back

Present 15 to 30 portfolio-ready samples
• 15 to 20 good pieces are enough
• Be sure to edit out weaker samples

Emphasize Campaigns
• Anyone can have one good idea or write one good headline if they try, but repetition of a single campaign idea takes talent
• Ideally you should have five or six campaigns
• Include some creative strategies; strategic thinking is important

Concentrate primarily on Print Copy & Layouts
• Demonstrate creativity and strong salesmanship
• Simple & powerful ideas that clearly communicate the benefit
• Don’t confuse executions with ideas

Show a variety of work for different kinds of products
• Demontrate a fresh, new way to sell a boring old product
• Include a range of stylistic approaches

Suggestions for Account Managers, Account Planners, Marketing Managers, Media Planners and Buyers and Researchers

If you are pursuing a position similar to those noted above, you’ll rely less on a Creative Portfolio of advertising executions and more on a Collection of things that demonstrate your analytical abilities, leadership and communication skills. These items can be summarized and shown in a Personal Sales Portfolio.

Here are some examples of materials you could bring to an interview or include in your Personal Sales Portfolio.

Communication/Writing Skills
• Copy Platforms
• Creative Strategies
• Advertising Plansbooks
• Letters or Memos Giving Direction or Summarizing a Problem

Analytical Skills
• Research Studies & Reports
• Case Studies
• Media Plans
• Analysis of Secondary Research Sources
• Sections of Advertising Plansbooks

Leadership Skills
• Summary of Organizational Membership & Positions held
• Special achievements
• Awards

Understanding of/Commitment to the Industry
• Internship Experiences & Examples
• Samples of Best Creative Projects
• Advertising/Marketing Club Memberships & Achievement