WS: What do you look for in a student book? And what impresses you?
KT: Strategic solutions for difficult marketing problems that aren’t compromised creatively.
WS: How important is finish? If ideas are the most important thing, can sketches be enough? Do you look at physical books anymore, or is it all websites?
KT: Finish is very important. Sketches are fine for one or two campaigns, but there should also be enough finished work in the book to gauge one’s attention to detail, artistic vision, and overall love for the craft. We look at both physical books and websites.
WS: How important is writing? Do you need to see long copy?
KT: Very important. If a writer can’t write, he or she shouldn’t be a writer. Long copy, in some version, is great, but it’s not the only way to judge someone’s writing skills. Awesome headlines and TV or radio scripts can also clue us in on how well someone can actually write.
WS: What do you think of showing work that is not advertising?
KT: I’ve always believed that “artistic hobbies” should influence and be incorporated into the advertising solutions versus being showcased in the book as something completely separate. Isn’t the ability to utilize one’s inherent creativity a big reason why people get into this business in the first place?
WS: Do you have any other advice for a student or junior trying to get into the business?
KT: Be just as passionate and strategic about your job search as you are about your work. Don’t wait for the phone to ring. Get out there and pound the pavement. Be nice to everyone, and don’t turn your nose up at any job. As long as there is one person in the building who you can learn something from, the job is worth taking.