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Its a Catch 22, right? You need a good book to attract an Agency where you can build your book...
After over a decade in the business, I’ve finally made it to one of these shops. My advice to you is hustle where you are.
Even the worst shops have projects that come through the door that could be decent with the right thinking. There are also the briefs that no one is paying attention to, or wants to work on, that allow you to really sell in something good.
Take those opportunities and make the work that will get you to a better shop than you’re at right now. Doesn’t have to be a-list. Just a step up. Then, do it again. And, again.
Chief
Start in the city you’re in. Look up all the agencies there and see the work they’re doing. There will definitely be some better than others. Look at what accounts buy the best work at these agencies. Try to get a job at the agencies that do the kind of work closer to what you’re gonna do. It’s a gradual climb. Be realistic. You’re not gonna jump to W+K to work on Nike right away. But maybe someday after being in a few other places doing good work you will.
At the agency you’re currently at, is there another account doing good or at least better work than what you’re doing? Try to approach the CD there and see if you can do some proactive work for them. That’s what I always did. In my first job I was stuck doing absolute grunt work garbage, but I made sure I helped with ideas for any other accounts. I wanted to be known for bringing good ideas. Soon my boss started giving my shit work to other people so I could concentrate on bringing good ideas. I did the same in the next shop and the next one. I learned to spot those briefs than everyone thought were really shitty and then them into something unexpected. At another agency, there was an account that always did really boring direct mail garbage. I took one of their stupid boring briefs, had a good idea and won a decent award in an account that nobody thought had any potential.
Keep an eye out for creative opportunities like that. If you learn to spot them when nobody else does, you’ll get good pieces for your book.
It's important to note that as a junior creative, you can and should still be putting spec work in your book. Especially if you're not doing the kind of work you want to be doing. Only by making your book better will you get a better job.
That said, agencies play a role in the quality of the work, but people play a bigger role. I've worked at big "top shops" and there were loads of people making slop, too.
So, start paying more attention to the work you like and the people who make it. Make a list and look for repeat names.
Then, try and turn those names into mentors. reach out to them. Tell them you've been following their work for a while and why you love it. Ask them to review your work because you'd love to work with them one day.
Take their advice, act on it, make your work better, then send it back to them and show them the changes. Repeat until your book is awesome and you get a better job.