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Breaking in: Over 130 Advertising Insiders Reveal How to Build a Portfolio That Will Get You Hired [Paperback]

William Burks Spencer
4.0 out of 5 stars  See all reviews (1 customer review)
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Book Description

May 1 2014
BREAKING IN helps you build the portfolio you need to get the job you want. With advice from over 100 creative leaders, BREAKING IN gives you an unfair advantage over the rest.

• Get specific advice from the exact people you want to work for
• Learn what Creative Directors are looking for in your portfolio
• Avoid the common traps that most portfolios fall into

BREAKING IN contains interviews with:

Dan Wieden, Founder & CEO, Wieden+Kennedy, Portland
Jeff Goodby, Co-Chairman & Creative Director, Goodby, Silverstein & Partners, San Francisco
David Droga, Founder & Creative Chairman, Droga 5, New York
Tony Granger, Global Chief Creative Officer, Young & Rubicam, New York
Gerry Graf, Partner, Barton F. Graf 9000, New York
Rob Reilly, Partner/Chief Creative Officer, Crispin Porter+Bogusky, Boulder
David Lubars, Chairman & Chief Creative Officer, BBDO North America, New York
Ty Montague, Founder & Partner, Co:, New York
Mark Waites, Founder & Creative Director, Mother, London
Scott Vitrone & Ian Reichenthal, Executive Creative Directors, Young & Rubicam, New York
Tony Davidson, Executive Creative Director, Wieden+Kennedy, London
Kim Papworth, Executive Creative Director, Wieden+Kennedy, London
Eric Silver, Chief Creative Officer, Amalgamated, New York
Andrew Keller, Partner/Chief Creative Officer, Crispin Porter + Bogusky, Boulder
Jeff Kling, former Executive Creative Director, Wieden+Kennedy, Amsterdam
Hal Curtis, Creative Director, Wieden+Kennedy, Portland
Greg Hahn, Executive Creative Director, BBDO, New York
José Mollá, Founder & Executive Creative Director, La Comunidad, Miami
Ari Merkin, Executive Creative Director, Crispin Porter + Bogusky, Miami
Kash Sree, Executive Creative Director, Pereira O'dell, San Francisco
V Sunil, Executive Creative Director, Wieden+Kennedy, Delhi
Bob Barrie, Partner & Executive Creative Director, Barrie D'Rozario Murphy, Minneapolis
Michael Lebowitz, Founder & CEO, Big Spaceship, New York
William Gelner, Executive Creative Director, 180, Los Angeles
Susan Hoffman, Executive Creative Director, Wieden+Kennedy, Portland
Nigel Roberts, Creative Director & Partner, CHI & Partners, London
Kevin Roddy, former Chief Creative Officer, BBH, New York
Mike Hughes, President & Creative Director, The Martin Agency, Richmond
Paul Belford, Owner & Creative Director, This Is Real Art, London
Vince Engel, Partner & Creative Director, Engine Company 1, San Francisco
Luke Sullivan, Group Creative Director, GSD&M, Austin
Jamie Barrett, Partner & Creative Director, Goodby, Silverstein & Partners, San Francisco
Graham Fink, Executive Creative Director, M&C Saatchi, London
Rick Boyko, Director, VCU Brandcenter, Richmond
Andy Fackrell, Executive Creative Director, 180, Amsterdam
Ted Royer, Executive Creative Director, Droga5, New York
Brian Fraser, Executive Creative Director, McCann, London
Bob Greenberg, Chairman, CEO, & Global Chief Creative Officer, R/GA, New York
Ben Walker & Matt Gooden, Creative Directors, Beattie McGuinness Bungay, London
Greg Bell, Founder, Venables Bell & Partners, San Francisco
Oliver Voss, President, Miami Ad School Europe, Hamburg
Nicolas Roope, Founder & Creative Director, Poke, London
Mark Fitzloff, Executive Creative Director, Wieden+Kennedy, Portland

And over 60 other advertising copywriters, art directors, creative directors, recruiters and educators.


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Most helpful customer reviews
4.0 out of 5 stars Great handbook! June 16 2011
By farin
Format:Paperback
This book is filled with candid interviews with the best of the best! If you're looking for real advice, look no further. William Burks Spencer has done designers a huge favour by tracking down some of the most influential designers and creative professionals of our time and asking them the questions we are dying to know. If you want to know what creative agencies are looking for when they hire- this is the book for you.

The only thing I would have liked to see is a variety in the type of questions asked. This would have eliminated some of the repetitive answers that were given.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 5.0 out of 5 stars  19 reviews
7 of 7 people found the following review helpful
5.0 out of 5 stars DON'T YOU DARE GO TO AN AD INTERVIEW BEFORE READING THIS BOOK! March 9 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.
5 of 5 people found the following review helpful
5.0 out of 5 stars Why Didn't Anyone Think To Do This Before? March 11 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.
4 of 4 people found the following review helpful
5.0 out of 5 stars AN ESSENTIAL ADVERTISING BOOK! March 9 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.
1 of 1 people found the following review helpful
5.0 out of 5 stars Gold April 30 2014
By Andrew Tarr - Published on Amazon.com
Format:Paperback|Verified Purchase
One of the most valuable books I've ever purchased. I'm a young writer trying to build a portfolio from home and the amount of advice given in this book is priceless. I'd pay $100 for this book knowing the quality of information it contains and in such abundance. Over 100 interviews with the people that you want to work for. If you're an advertising student or someone trying to break into this industry on their own, this book is a MUST HAVE.
1 of 1 people found the following review helpful
5.0 out of 5 stars This should be REQUIRED reading for any Advertising program Aug. 11 2013
By Oliver Macdonald - Published on Amazon.com
Format:Paperback|Verified Purchase
I just finished reading Breaking In from cover to cover, and have gone through like three highlighters in the process. I think to say that it is the best book any advertising student could ever read to prepare them for building their portfolio is a severe understatement. I'm redoing my whole portfolio from scratch because of the book, and for good reasons: the vast amount of insider information contained in this book is astonishing.

I especially like the layout because [for the most part] William asks the same set of questions for everyone, so soon you'll see a pattern of what most of them are looking for. This will help you tailor your book to be the best it can be and have the greatest impact possible. Remember, it's your book, not anyone else's, so you, above all people, have to be ecstatic about it. But this book will be your greatest tool in terms of actually "Breaking In". If I could give it more than 5 stars, I would.
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