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Chief
It varies. If you like the work, you spend a lot more time on it. Much like casting. If the actor is bad you don’t watch the whole audition and just move onto the next clip.
If you have a Squarespace site, you can check Analytics and you’ll get a more accurate idea of what people look at and for how long.
Also why I asked — some things seem like they’re being quickly looked over, others are being reviewed more carefully.
I tend to figure out if I want to pursue in a few minutes. Or less.
Pro
Depending on the level and the other books I’ve seen. Juniors, I’m looking for something that shows promise - a couple things. For ACD of I like the book I look longer, and for someone whos done campaigns, or has experience doing the things I know the acct needs, but fresh.
I’ll look at one idea and if it’s shit, I’ll give the book one more chance then I’m out. If i like what I see on two clicks, I’ll go through it all.
Everything is based on the first few pieces in the book. The more exciting and original they are, the more time spent overall. If it’s mediocre upfront then there’s little reason to continue.
You would not believe how many applicants we get per role these days. And how many of them don’t have 10% the experience or skills we are looking for. Those books get 60 seconds, so if you’re shooting for the moon, put your very best thing really high and really big and don’t make me read to understand it. The few qualified applicants get several minutes because I’m actually looking at the obviously best stuff, but the weak stuff too and preparing to ask you about that. I have to know you know the difference. Bad work in your book suggests you don’t. And then I start to doubt the good work is truly yours.
I don’t want to have to read to understand your work, but I would like to go back and read to see if you did. Advice from a CD/CW, don’t ditch the write-ups if they’re there to explain the problem you were tasked with and why you solved it the way you did. Also, write-ups can be a great way to demonstrate creativity if you haven’t gotten a lot of big work produced.
It depends. It can be anywhere from 10 seconds to 20 minutes.
And the 10 seconds isn't ALWAYS a bad thing (though for junior books it is always a bad thing).
For more senior talent, sometimes you can just see the thumbnails, recognize the work and go, "yes." (don't worry, I'll click in to make sure it's not just the DM work that came off the campaign or something).
Sometimes for juniors, you click on the first campaign and you can see right away it's not good. You go to the next campaign, it's equally as bad and you close the site. There's just not enough time in the day to spend more time with a book that starts off bad.
Unfortunately, there are a LOT of bad books. So quite a few get that speedy of a look.
The good news is, if you've got a halfway decent book, it'll jump out from the bad books and it'll get a longer look.
Pro
So if someone looked at my book for 8 min, that’s probably a good sign?
Pro
I like this question.
Chief
Overall most don’t look deep until you are a finalist. It really depends. If the site looks good, will dig into an execution. If it’s great maybe a couple more. Most skim thru to narrow the list down.
Rising Star
Yeah. I agree with everything that’s already been said.