A creative without a decent ‘book’ has no visible means of support [see my illustration].
When I started copywriting, there were two kinds of book. There was The Book, better known as the D&AD Annual. And your book, a collection of all the ads you’d made that were any good.
Every young copywriter’s dream was to have some of their book in The Book. In the 80s and 90s, our creative portfolios were giant carrying cases full of laminated ads.
So were mine, just before I threw them all in the skip when we moved to Fife four years ago (I wish I’d kept them. Damn you, Marie Kondo!!!)
Art directors’ books were trendier than copywriters with leather or riveted metal on the outside. And a whispered promise of classy work on the inside.
Cumbersome, but at least you had something weighty to impress creative directors and headhunters. All they cared about were the ideas.
They’d flick through your book in two minutes, then ever-so-gently give you both barrels.
Continue reading this and more opinion articles by Creative mentor Gerry Farrell at TheDrum.com
