I promise I’m not making any of this up. Here are some ad greats in a round table talking about juniors and their books. It’s almost nine minutes long but worth every nugget of knowledge. Check it out:
Highlights:
A lot of the young talent these days have the big ideas but they don’t have the craft
Some of the student books all look the same
I can’t find great creatives that can write a 30 second communication that’s interesting or a print ad that doesn’t look like a thousand print ads that I’ve already seen before
As long as they’re artistic and know how to express themselves and can communicate something, get those guys
The base I hire on: if you’re super motivated, everything else can be taught
