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.