If you’re a student putting your book together, here’s some
advice from Maria Scileppi, director of 72U:
Lead with personal projects. That’s what people really want
to see; how you’re thinking, how you’re solving problems, how you see the
world. Show the process if you can. And then
have three or four campaigns to show that you can blow out an idea. But personal
projects are a must, and I would lead with that. That’s how people get hired. Agencies
want to see that you can make advertising. But what gets you hired is the
personal project, because it resonates with us. It’s contributing to the
culture. It’s not just giving a message. It’s being relevant in culture. And
that’s what advertising wants to do. That’s what brands want to do. That’s why
we connect more to these personal projects. They’re a reaction to the world we
live in.