My First Portfolio Crit

I went to see a chap at one of London's top five agencies yesterday (I can't say who or where as I didn't ask his permission) and he ripped my portfolio to pieces. To be fair it wasn't that brutal, the guy was really nice and couldn't have been more helpful if he'd given me a packed-lunch and my bus fare home.

Not only did he give me some great advice, a couple of contacts and an invaluable insight into what potential employers are really looking for from a book; he also helped me learn the most important lesson in advertising - don't be too precious about your work.

I know it's something that I need to get used to but it was still a little difficult having someone go through the work I'd spent so much time on and pull it apart. The most annoying thing was he was right. And it seems so obvious when I think about it. I completely agree with everything he said and it was great to get some professional feedback after working in a bubble (metaphorically, of course) for so long.

He was quite complimentary about my ghd ads and liked my playdoh, although warned me it probably wasn't what an agency would be looking for in a book. And that was the second valuable lesson - agencies aren't looking for good adverts, they're looking for something special.

As I see it you need to say something new and interesting about your product. Say it in a new and interesting way. And always answer the brief!

All in all it was a really great experience and I got a lot out of it. I want to thank the guy that took time out of his busy schedule to see me and give me the benefit of his experience. He's kindly volunteered to see me again when I've got a new book together (hopefully along with an art director) and I'm definitely going to take him up on the offer.