When you review a portfolio for a high level creative hire, do you care about the backstory of the work - the strategy, interesting shoot details, images of the “making of”, the results etc... - or do you just look at the work, and not read all the copy? (Thinking about my book for the first time in 7 years.)

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I mostly care if they made it themselves versus creative directed it. Most people aren’t transparent in their roles but I think seeing that is important. Sometimes shoot details etc are fun to read but i don’t notice when they’re not there

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I respect when a CD distinguishes which work was theirs as a creative team vs what they CD’d with another team. I’ve seen some books with two sections for that.

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The work if I’m just looking at the book. But I expect when talking to the creative, for them to speak to the strategy, or making of details/how it came to be. They should only be putting in work that they directly influenced so they should be able to speak to it.

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For me, if it’s a high-level creative (not creative director) I care about the work. I want to know they have the talent to produce excellent work. If they are coming in as a CD or even ACD, I care about the work, but I also want to know they understand the larger goals of a project. I expect to see a bit more of their strategic thinking, the end results, how they led or guided a project. As a CD my expectations aren’t that they are making great work alone, but that they can lead a team to do that. I’ve seen many Creatives who can make great work, but can’t lead for anything.

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Oh I agree wholeheartedly. I am not advocating for a bunch of awards when I say good work. I mean work that is strategically smart and delivers a message in a clear way. I expect them to be able to raise the bar, but it doesn’t need to be a book of a bunch of award-winning ads that ran for five minutes in South America. Haha

The work. Save the stories for the interview.

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I expect higher level creatives, especially CDs, to be able to talk about how they helped shape the strategy, how they helped teams arrive at the great work, and how they helped shape it/fought for it. So yes being able to talk expertly about the behind the brief stuff is important

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Portfolios aren’t a great marketing tool anymore. I’m much more interested in talent that has been referred to me by people I trust. So go build your network.

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I just had someone mention that they wanted to see case studies on my sit, which I have never had or been asked for. Now I’m thinking if I should add at lest 2 or not. I normally let the work speak for it’s self and explain in an interview, as I’ve found that the work that the interviewer is particularly interested in, they will ask about. I’m more hands on and like to design more than just direct, but I’m also amazing at management.

Don't put it all on the same page. Link out to that stuff, if they are interested... They can go dig.

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