I read this very interesting article today by BBH New York regarding it's criteria for obtaining an internship on the BBH Barn program. They described the candidates that made the cut as having a "2 column resume". In column A the resume showed an appreciation for the advertising profession and a knowledge of it's workings. This column was ticked off by 98% of the applicants. The second column however, column B, showed an appreciation for things outside "of pursuing the perfect advertising career" i.e activities that had no links to advertising but displayed their creativity and personality. It was people who ticked column A and B who got the job.
It's probably not much of a stretch to assume that this is much the same process that BBH, and many of the top international agencies, use to recruit their staff. In the age of the social web, which allows anyone anywhere to communicate with a large audience and create something for a very low cost, the personal project may be more important on a creatives resume than the coveted Golden Lion.
No comments:
Post a Comment