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BREAKING IN: Over 130 Advertising Insiders Reveal How to Build a Portfolio That Will Get You Hired, by William Burks Spencer
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Review
"But if the industry itself is shaken by a profound identity crisis, unsure of what creative merit means anymore, what's left for those hungry and wide-eyed young guns looking for a dream job in that industry? That's exactly what Breaking In, an ambitious new anthology by William Burks Spencer, explores through over 130 interviews with advertising insiders, who share experience-tested, credibility-stamped insights on building an exceptional portfolio that will get you hired."- BrainPickings.org"If anyone asks me about getting into advertising, I tell them to read Breaking In."-Tina Roth Eisenberg, swiss-miss.com
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Product details
Paperback: 224 pages
Publisher: Tuk Tuk Press (May 1, 2014)
Language: English
ISBN-10: 061541219X
ISBN-13: 978-0615412191
Product Dimensions:
7.4 x 0.5 x 9.7 inches
Shipping Weight: 1 pounds (View shipping rates and policies)
Average Customer Review:
4.9 out of 5 stars
21 customer reviews
Amazon Best Sellers Rank:
#339,799 in Books (See Top 100 in Books)
I just finished reading Breaking In from cover to cover, and have gone through like three highlighters in the process. I think to say that it is the best book any advertising student could ever read to prepare them for building their portfolio is a severe understatement. I'm redoing my whole portfolio from scratch because of the book, and for good reasons: the vast amount of insider information contained in this book is astonishing.I especially like the layout because [for the most part] William asks the same set of questions for everyone, so soon you'll see a pattern of what most of them are looking for. This will help you tailor your book to be the best it can be and have the greatest impact possible. Remember, it's your book, not anyone else's, so you, above all people, have to be ecstatic about it. But this book will be your greatest tool in terms of actually "Breaking In". If I could give it more than 5 stars, I would.
This book first caught my interest after I read a few interviews on its official site. I then purchased the book not really knowing how much it would truly help. A simple review cannot explain the value of this book. I would read between three to five interviews a day, take notes, and ponder on what I read. Then I did my best to apply it to me. I ended up learning a lot about the industry and eventually landed a job within my three months of reading.This book has done more for me than my schooling and work experience combined. I believe it's partly because the insights shared are from highly successful and intelligent people in advertising. This book can help you get to where you want to be regardless of where you're at now.
One of the most valuable books I've ever purchased. I'm a young writer trying to build a portfolio from home and the amount of advice given in this book is priceless. I'd pay $100 for this book knowing the quality of information it contains and in such abundance. Over 100 interviews with the people that you want to work for. If you're an advertising student or someone trying to break into this industry on their own, this book is a MUST HAVE.
Good book. Worthwhile - but trust me, take the plunge and go to a portfolio school. It's a people business and the connections you make are almost as important as your abilities.
I got more useful advice from this book than from two years of ad school. This is an amazing resource for students, juniors or anyone considering advertising as a career.
This is a brilliant idea. Most of these portfolio books are all the same: do a visual solution campaign, do a headline campaign, 5-7 print campaigns of 3 ads, etc, etc. Those books serve a purpose but (1) they are getting really dated as the industry changes faster and faster and (2) they are a one-size-fits-all approach. The industry isn't like that. What they look for at CP+B is going to be very different from McCann. Even within agencies, different people have different opinions. Anyway, this is a totally different format. It's just interviews with creative directors, from Dan Wieden and David Droga level down to senior creatives who would probably see your book before it gets to a CD. Also some recruiters (who are important players in the game) and a couple ad school directors. The questions/topics are pretty consistent: what do you look for in a student portfolio? How important is finish? Can sketches be enough? Long copy? Should you show non-advertising stuff and what kind of stuff works? How to get in touch with the CDs you want to work for, how to interview, job-hunting strategies...etc. It's pretty interesting to see how one creative director has a completely different opinion from another on certain questions. This is a great book for an ad student or someone making their first book. I actually think anyone in the industry would find this really interesting, even if they have a great job. It also gives you good insight into how these people think and what the industry is like, which might be great for someone who just wants to figure out if advertising is for them. However, if you have no experience and have taken no ad classes don't expect this book to teach you how to make an ad. This book is valuable for people who are a little more advanced than that. If you really want nuts and bolts basics about how to come up with concepts, etc. go with "Hey Whipple Squeeze This" by Luke Sullivan or "The Advertising Concept Book" by Pete Barry. Then read this. And you'll probably have to take some classes or go to ad school too. It's getting harder and harder to get into advertising as a creative.
Wow! Spencer gives us a very thorough look at advertising and what it takes to get in.Technology is leading advertising through a step-change, and it's an exciting time to break in. Spencer provides a detailed scan of portfolios and what Creative Directors (the people who hire you) are looking for. Spencer's interviews give abundant practical advice on job-hunting, interviewing, what not to do, etc. The interview style is a great strength of this book, because the information is unfiltered and remains free from a framework imposed by someone else. Spencer brings us to the experts with the feeling that nothing is lost in translation. While a terrific book for folks considering advertising as their main gig, the book's potential is much broader. With changes in advertising impacting so much of our world right now, anyone can benefit from understanding what the leaders of the field are thinking, and how they are poised to change with the changing technological tides.
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