Check out some great work from Rob Reilly.
WS: What do you look for in a student book? And what impresses you?
RR: It’s hard these days. And I’m sure students are trying to figure out the secret formula. There really isn’t one. In the end, a good idea is what landed you a job 20 years ago and it is most likely the thing that will land you a job today.
WS: How important is finish? If ideas are the most important thing, can sketches be enough? Do you look at actual books anymore, or is it all websites?
RR: I personally like paper books. Though I will look at a website if it loads fast and it is easy to navigate. If you can’t go to finish on stuff and just have sketches, you better be damn sure you have the greatest idea ever.
WS: How important is copy? Do you need to see long-copy ads?
RR: The ability for a copywriter to write is incredibly important. More and more, brands are asking agencies to write their stories. Writing a narrative is difficult. But if you are good at it you will have a long career.
WS: What do you think of showing work that is not advertising?
RR: It is always helpful to have more than less.
WS: Do you have any other advice for a student or junior trying to get into the business, either in putting together a book or how to actually start looking for jobs?
RR: Internships are very important. You learn a lot and you actually get to talk to people who have successfully done the very thing you are trying to do.