Know-How Exchange : Career/Training

The list (of great advertising agencies) is long, and there are still some excellent boutique agencies all over the country. Of course, the big cities (New York, LA, Chicago, Atlanta, etc.) have more of them, but that doesn't make them better.

If you're really committed to a career on the agency side, you need to do some serious research about exactly what your target agencies do, how they operate, what it's like to work at an agency, etc.

My suggestion is that you prepare a list of what you want to know and then see if you can get some current employees of agencies (like the ones you might want to work for) to just talk to you about their jobs. Don't try to sell yourself to them; just listen to (and take notes on) what they say.

After you've spoken to at least 6 different people (12 is even better), go back and review your notes. Analyze what you've heard and see if you think you would really like to work at an agency.

If the answer is "yes," then you probably ought to go back to one or two of your interview subjects and tell them of your decision, and ask them where they'd suggest you look/apply.

When you have a short list, you need to do another research project -- this time about the specific agencies, their clients, their unique corporate cultures, etc. You might find one that's a natural fit for you, and then you can really focus on how to approach them.

The biggest mistake you could make is to simply create a resume and send it to 20 agencies. You won't get a single offer to even interview with them. There are dozens of people who want any job at an agency, and the churn is tremendous. (Every time an agency loses a big client, there are talented people looking for work.)

Suggestion: Get a copy of The Potato Chip Difference : How to apply leading edge marketing strategies to landing the job you want. It has several useful suggestions for someone in your situation. If you order it online (at www.potatochipdifference.com) you also get a free booklet titled 10 Stupid Things Job Seekers Do That Guarantee They'll Be Looking For Work Again Soon.

That booklet has suggestions that could keep you from doing things that will ultimately subvert your own efforts to get that agency job.

Good luck. Let us know how it works out for you.

P.S. There are several people on this forum who have been with big (and small) advertising/PR firms. Perhaps they would agree to at least get you started with telephone interviews. The "real" interviews should be face-to-face, if at all possible. There's a lot of information in body language, as you probably know, and this is very important. The project is critical to your own career future, so don't take short-cuts or compromise quality for ease/speed.