Here's an edited recap of my in-class presentation for the second session of the "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). This week's topic was "Building your portfolio for the future." Please note the Creative Commons license. Thanks.

1. The Future of Advertising
Class #ADV 3041-01 | Spring 2009 | Mondays 1-6pm | Rm 416
Instructor: Tim Brunelle
SESSION #02—FEBRUARY 2
BUILDING YOUR PORTFOLIO FOR THE FUTURE
Creative Commons Attribution & Non-Commercial License

2. Today:
Review your portfolios + my old books
Talent Zoo article: Your first portfolio
Job acquisition rules
BREAK
Rory Sutherland video
BREAK
Guest speaker: Joseph Rueter
Next steps

3. An early portfolio of mine, circa 1994

6. http://www.talentzoo.com/news.php?articleID=1493

7. Job acquisition rules—in order of priority:
1. Ideas first.™
2. Quality of thought + execution (i.e. craft)
3. Quantity of media, style + challenge
That’s just the barrier to entry.
4. Personality (i.e. “Why you?”)
5. Connections, timing + opportunity
Now you’re in the door.
6. Closing the sale + follow up

8. Job acquisition rules—in order of priority:
1. Ideas first.™
2. Quality of thought + execution (i.e. craft)
3. Quantity of media, style + challenge
Do you have outstanding ideas?
Are they well-crafted? Is the work clear and
compelling across every piece in the book?
Have you demonstrated a knowledge of
various media beyond print and TV? Have
you shown an ability to work in more than
one style or type of client?

9. Job acquisition rules—in order of priority:
4. Personality (i.e. “Why you?”)
5. Connections, timing + opportunity
Assuming you get this far, the next question
is, “What makes you tick?” Meaning, how do
you do what you do, and will your working
style mesh with the team you might join?
Quite a lot has to do with luck, but also with
pleasant tenacity and smarts to know where
you would fit in best, given your character
and your portfolio.

10. Job acquisition rules—in order of priority:
6. Closing the sale + follow up
If you’ve managed an interview, please
prepare for it. Mr. Google can help. So can a
friend who pretends to be your boss and
runs a mock rehearsal interview.
Afterwards, don’t forget to say, “Thank you.”
Perhaps even connect via LinkedIn or
elsewhere.

11. Rory Sutherland (Ogilvy UK) video

12. Guest speaker: Joseph Rueter
http://josephrueter.com

13. PORTFOLIO
get one up

14. PORTFOLIO get one up
WHAT ARE PEOPLE ASKING?
• Can you Communicate?
• What’s your process?
• Do you have personality?
• Do you know yourself?
• Can I find your stuff?
• Do I like you?

15. PORTFOLIO get one up
CAN YOU COMMUNICATE?
• Is it easy and pleasant to interact with you?
• Do you bring a distinct and articulate perspective?
• Can you give and take in the process?
communicate > process > personality > you > others

16. PORTFOLIO get one up
WHAT’S YOUR PROCESS #2
• How did you get there?
• Can you do it again?
• It’s not just great work...
• Problem finding and solving?
• Do you provoke interaction?
• Can you change minds?
communicate > process > personality > you > others

17. PORTFOLIO get one up
WHAT’S YOUR PROCESS #3
•I can teach you a new trick
in _______ CS4.
• Technical stuff is a commodity
• It’s a tutorial away.
• Howdid you decide to
do what you did?
• Why does what you did matter?
communicate > process > personality > you > others

18. PORTFOLIO get one up
DO YOU HAVE PERSONALITY?
• Where is it? Is it good?
• Can I find it?
• Are you intentionally anonymous?
• “I see you have _____. Why?”
communicate > process > personality > you > others

19. PORTFOLIO get one up
CAN I FIND YOUR STUFF?
• Was it easy to find?
• What’s there to be found?
• Were you open and inviting?
• Does it provoke intrigue?
• Does it lead to conversation?
communicate > process > personality > you > others

20. PORTFOLIO get one up
HOW TO MAKE IT
• Always in beta
• Make it with your skillz
• Doesn’t matter where
your stuff is, link to it.
• Build something
• Use existing services

21. PORTFOLIO get one up
STILLS
• behance.com
• deviantart.com
• threadless.com
• flickr.com

22. PORTFOLIO get one up
MOTION
• youtube.com | blip.tv
• vimeo.com
• viddler.com | seesmic.com
• qik.com
| ustream.com
mogulous.com | justin.tv

23. PORTFOLIO get one up
PERSONALITY
• Linkedin
• Facebook
• Twitter
• Blog
• Slideshare
• Friendfeed
• et al

24. PORTFOLIO get one up
TECHNOLOGY
• From scratch vs.
• Template purchase vs.
• Wordpress.com or .org vs.
• Indexhibit.org/
• Extendr.com
• Netvibes.com

25. Thank you, Joseph!

26. NEXT: Monday, February 9:
“Evolution of advertising and the people +
roles in the ad agency”
1. Guest speaker: Scott Litman (Magnet360)
2. Guest speaker: Alan Wolk [dot] com
CATFOA (6:00pm)
http://catfoa.blogspot.com
3. First assignment will be handed out
usefullunacy.typepad.com
tim_brunelle@mcad.edu

27. Thank you.
Creative Commons Attribution & Non-Commercial License