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The above things are right on, IMO. To get hired from a junior position to a mid-level position I would expect that person to have one campaign produced, but that campaign piece that they produced will probably be a minor aspect of the campaign. I’m not expecting a TV spot or international acclaim. If they do, cool. i’m looking to see that they actually came up with and made some thing that was able to branch from a bigger thought.
I’m more so looking at the thinking: is it beyond that of a junior, meaning it’s not just student work. At that pointI don’t really care if it’s back or produced. However, I would count years of experience then. Probably a couple years as a junior with a book that has a good amount of spec work and one produced piece.
total, I’d say around five pieces in your book, less than half of them are produced. But don’t just put produced work in your book if it’s like a single banner or a random Facebook headline. I’d much rather would see a spec piece than a throwaway execution.
forgive the typos: “at that point i don’t care if it’s spec or produced.”
It’s more about quality than quantity. One great piece is better than 4 or 5 mediocre ones.
1 decent activation, 3-4 meh ideas that aren't in my book anymore, and some side projects. The side projects are what got me hired.
Two and a half things made