This was written by UK ad legend Dave Trott years ago.
Dave wrote this as a primer for would be ad wizards.
In it he addressed some of the fundamental flaws he kept seeing in student ad portfolios over and over again.
Flaws that I still see in student books in 2011.
Dave was a magnet for young ad talent in London in the 1980s.
Mostly because, I think, he actively tried to be a magnet for young talent.
Which makes complete sense.
They were cheaper and were more open to doing things the way Dave liked to do things.
Several of Dave’s students and employees went on to found their own successful agencies later on.
Working for Dave was the dream for many. Myself included.
I recall being extremely disappointed when a D&AD creative workshop I attended visited his agency Gold Greenlees Trott.
It was taught by two guys, neither of whom were Dave Trott.
I think Dave may actually left the agency at that point. There was no internet back then. How was I supposed to know?
I remember reading a photocopy of a photocopy of a photocopy of this venerable document in London back in 1989.
And lapping it all up.
Times have changed a lot since Dave wrote this.
But the journey from “I think I’d like to be an ad creative” to actually being a creative ad professional remains the same lonely journey it always was and always will be.
Reading this could save you a lot of time and anguish.