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BREAKING IN: Over 130 Advertising Insiders Reveal How to Build a Portfolio That Will Get You Hired Paperback – 1 May 2014


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Product details

  • Paperback: 224 pages
  • Publisher: Tuk Tuk Press (1 May 2014)
  • Language: English
  • ISBN-10: 061541219X
  • ISBN-13: 978-0615412191
  • Product Dimensions: 18.9 x 1.2 x 24.6 cm
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Bestsellers Rank: 386,469 in Books (See Top 100 in Books)

More About the Author

BREAKING IN was compiled by William Burks Spencer, a copywriter with over 10 years of experience in advertising. He has worked at agencies including Wieden+Kennedy Portland and London, BBDO New York and London, Mother London, BBH New York, JWT New York and London, Leo Burnett Chicago, La Comunidad Miami, Y&R New York, TBWA New York and others on brands such as Nike, Google, Powerade, Target, Nokia, Starbucks, and Virgin. William has also taught advertising at Miami Ad School in London and Pratt Institute in New York and given talks on advertising at Princeton University, Columbia Business School, and Miami Ad School in Hamburg. He has degrees from Princeton University and VCU Brandcenter.

Product Description

About the Author

BREAKING IN was compiled by William Burks Spencer, a copywriter with over 10 years of experience in advertising. He has worked at agencies including Wieden+Kennedy Portland and London, BBDO New York and London, Mother London, BBH New York, JWT New York and London, Leo Burnett Chicago, La Comunidad Miami, Y&R New York, TBWA New York and others on brands such as Nike, Google, Powerade, Target, Nokia, Starbucks, and Virgin. William has also taught advertising at Miami Ad School in London and Pratt Institute in New York and given talks on advertising at Princeton University, Columbia Business School, and Miami Ad School in Hamburg. He has degrees from Princeton University and VCU Brandcenter.

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Most Helpful Customer Reviews

1 of 1 people found the following review helpful By SW2610 on 31 Mar. 2011
Format: Paperback
This is a fantastic book!! It gives a lot of great information and advice for anyone trying to get into the world of advertising.

The book is not only impressive but also very useful due to it being in a Q&A format -- it is interesting and helpful to see all these big-name creative directors share their experiences which gives the reader, a good insight into the good and not so good things, job hunting tips etc. The reader gets the opportunity to look into how they think and what gets them excited both in portfolios and in advertising/art/culture.

The book has also been designed very well. It has over 100 interviews - I wish there were more.
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Format: Paperback Verified Purchase
Quite a nice book with some interesting information from some very prominent figures in the ad industry. However, he does ask the same questions to each person and while the answers are different, it does get a bit repetitive. The other reason I deducted a star is the print quality is really poor! The paper is just photocopier paper and in fact the whole book does feel like it has just been photocoppied and had a cover stuck on it, bit of a shame really.
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I guess when I bought this I was after a simple solution to 'Break' in to Advertising, the book can only give previous examples of how people have done it before. As you will now know it cannot be that simple, the examples cannot be copied because if you do you will be among hundreds doing the exact same thing. It is a good use of inspiration in order to get you noticed, and a good read, but dont expect it be the answer.
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 19 reviews
8 of 8 people found the following review helpful
DON'T YOU DARE GO TO AN AD INTERVIEW BEFORE READING THIS BOOK! 10 Mar. 2011
By Emily C. Sengenberger - Published on Amazon.com
Format: Paperback
I've worked in advertising for 10 years and I can't recommend this enough for someone wanting to get into the business or a junior who wants to improve their book. You really start to understand how each agency and each person thinks so you can build a book that will get noticed. Plus, the way Spencer presents the material, you feel like you are right across from each guru, asking the questions yourself. It's so "Insider" it's almost like you are cheating.
6 of 6 people found the following review helpful
Why Didn't Anyone Think To Do This Before? 11 Mar. 2011
By Lawrence Bourne Kerr - Published on Amazon.com
Format: Paperback
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.
5 of 5 people found the following review helpful
AN ESSENTIAL ADVERTISING BOOK! 9 Mar. 2011
By OLDBABY - Published on Amazon.com
Format: Paperback
This is a fantastic book. I've been teaching advertising for the past 6 years and will be adding this to my curriculum this semester. The best thing about this book is that there is no one answer. Really enjoyed hearing all the different opinions from top creatives. I wish I had this book when I was starting out. If you're thinking about advertising as a career this is a must read.
2 of 2 people found the following review helpful
Breaking In 17 Mar. 2011
By Pietro Basso - Published on Amazon.com
Format: Paperback
As an ad student that is about to graduate and needs to have his portfolio constantly in check I feel lucky I found this book. Breaking In gave me valid tips and shined a little more light on this moment I am in. Building a portfolio can easily turn into a daunting task and this book helps separate what to do and what not to do based on advices from the greats of advertising. Having access to the opinions of people like Wieden, Goodby, Droga, Tony Granger, who made it big by doing great work and know what they are looking for feels like a privilege. There are obvious traps and questions raised by anyone who is building an advertising portfolio and those "problems" are touched on here constantly as the writer makes similar questions to many top people in advertising, as well as recruiters, getting an array of opinions that ultimately lead to some great conclusions that can help guide you.
1 of 1 people found the following review helpful
Easy Read, Great Insider Info. 17 Mar. 2011
By Wilson Bunker - Published on Amazon.com
Format: Paperback
Wieden, Goodby, and Droga walk into a bar...except they aren't doing body shots off some cute blonde's rack. Um, ok, maybe they are. In any event, this book's got the 3 ad legends telling you exactly what they look for in a portfolio. I'd pay the 30 bucks just for that alone. But, if that weren't enough, the book's also got interviews with over 100 other top industry creatives and recruiters from the past decade (or two- sorry guys, you know who you are). They not only tell you what they expect in a portfolio, but also provide tips and pointers on how to land that dream creative position and keep it as well.

Plus, it's a rather easy read. William Burks Spencer does a great job of making the interview questions short and to the point. He also asks the exact questions you'd want to ask these guys if you got the chance to sit alone in a room with them yourself. Well, at least the ones he writes about. I'm certainly curious to see the others...

Bottom Line: Most "portfolio" books teach you how to come up with a winning idea. This one teaches you how to come up with a winning portfolio. Get the book. You won't regret it.
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