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Agree with DDB1; the most important thing is that these people have worked with you or have the knowledge and position to provide a meaningful endorsement of your ability.
It’s not necessarily a bad thing to have letters from the same types of people (after all, you are claiming to be exceptional in your field.)
And the person reading the application won’t know the industry as well as you do, so you’ll want to ensure that the writers quickly establish their credentials (role and place(s) they have worked and then provide the endorsement.
I have written them for coworkers and have always redone the letters ghostwritten by the paralegal (maybe AI now) so they sound less generic. I typically take the angle that the applicant’s work has led to creative recognition and commercial success for the agency and clients and that I’ve worked with many talented creatives over the years and this person is exceptional.
My husband had 12 letters of support and the majority were from creatives or agency leadership in other depts. However he also wrote to professors/instructors at the leading ad schools who did not know him. He introduced himself and said something along the lines of ‘you don’t know me but I’m applying for a greencard. here’s my website; if you think my work is worthy of endorsement would you write me a letter in support? I’ll happily do a favor for you in return as long as it’s legal.’
He wasn’t expecting anything back, but one prof did it (and 9 years later has not asked for anything in return.)
Best of luck!
They need to be legit and from people who know you and have worked with you.
I wrote one for someone. I have the same position as him but I’m more senior and we had worked together for a while previously. I don’t know who else he asked but he did get the visa so I guess my letter helped!