If you can’t advertise yourself – who can you advertise?
As a recruiter with six years experience of servicing the advertising industry in both London and now the Middle East there is one thing that perplexes me and I fear always will; a typical art director or copywriter will spend long days and sometimes longer nights creating the perfect idea or solution for a client so why, oh why do so many of these same gifted individuals fail to apply the same thought and dedication in marketing themselves?
Over the years I have met some stunningly talented people responsible for award winning work at Lynx, D&AD and Cannes on recognised global brands. Now ask one of these creatives to show you their work and half the time you get a beautiful, quirky, easy to navigate website. This website showcases the creative’s talent, experience and credentials with the same standards that they apply to a client’s website. However we get to the other half, equally hungry for the next opportunity who send me their work via four separate emails (due to the size of the docs).I might receive one email containing radio, another for TVCs and then maybe two more emails with dozens of pieces of print work attached. There is no order or narration explaining the client’s brief and no CV. Now I’m supposed to send this on to my client, really?
I recently spoke to my client Jonny Singh the design director and partner in design and communications agency four09 who had this to say on the subject;
“Getting your book together, is like dating… as once you put yourself out there, there is no going back; first impressions are everything.”
“Your book is a shorthand way of communicating and like dating a way to gauge personality and fit within a second or two and as a creative its personal, no matter how much we fight it, there is an insecure artist in us all.”
But all that aside, it is important to take that leap of faith, as when you do, the results good or bad, can be fantastic and unrivalled.
As Richard Branson says “The brave may not live forever, but the cautious do not live at all.”
So here is a final little beg from me. Please nice Mr Creative show no fear…. help me to help you.