I recently decided to transition from an editorial background into the world of advertising and I’m trying to build a portfolio that makes me stand out as a copywriter. For recruiters out there, what are the skills or types of projects you’re seeing agencies value the most right now? And is there anything someone like me should possibly avoid mentioning/adding to their portfolio?

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Agencies now want writers who can blend storytelling with sharp, strategic thinking. I’d suggest showing campaign work with measurable results and avoiding generic samples. Personal touch and creativity really count.

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