10.8 AD-ROBIC EXERCISES A. Write a Rsum Write or revise your rsum, based on the guidelines provided in this chapter, Make it as nontraditional as you can THE NEW ACCOUNT MANAGER 390 son to look over your letter Emphasize that you're not hitting them up for a job. You just need someone to look at your three-paragraph letter and shoot holes in it The Resume structure for a resume. You can buy entire books about rsums. Our advice Different people in the business have different opinions about the most effective is this ... don't do one, Say What?!? served to consider a different format. Well don't do a traditional rsum. Sure, you can cover the needed items With graphics programs and color printers so accessible, you would be well- in a standard 87, X 11 boring format, but the goal is to stand out. Remember? on content and hire a graphic design student to do the layout. Don't be limited You can learn the programs. If you don't have the time, you can concentrate With a scanner and digital camera, it is easy to incorporate a picture or two of You can put more on 8/2 x 14 folded twice, and it will definitely be different yourself, giving a talk or working with a committee. Get creative. Sell yourself Most agency HR people and those who hire entry-level account people to 8%, x 11. like you were a premium product. . . . . agree on the importance of the following: Immediate career objective Long-term career objective Relevant work experience with an emphasis on measurable accomplish- ments and significant and relevant) learning Internship (agency, media, client) Student agency experience National student advertising competitions (NSAC, Collegiate Effies, Ed Ven- ture Partners) School projects with advertising components Advertising/marketing student association involvement (it's important to participate in industry-related organizations early in your career, while you are still in school) Community projects with advertising components Outside interests, publications read, creative hobbies, passions beyond ad- Degree . . . vertising . And last but not least ... CHAPTER 10 / MANAGING YOUR CAREER 391 References References take up too much valuable real estate on resume Simply state that they are available upon request if you're confronted by an agency that wants a resume by e- mail then send them two attachments: A cover letter, and a peg or pot fize of your resume if you go the traditional rsum route, make sure you art direct both your resume and your cover letter. Do everything you can graphically to make your written materials stand out and read easily. Bullets, underlining, colors. colored paper, italics, different type sizes and faces are all graphic tools you can use Avoid all caps. They're hard to read. And avoid using all of the graphics tricks listed here, choose a few of them or your resume will look way too busy. A Rsum Service If you have access to people with hiring experience in the advertising business ask them to critique your resume. Even if you have such access and especially if you do not, you should seriously consider engaging a service such as JobBound. Owner Brad Karsh has built a national reputation in the advertising business for helping entry-level people improve their resumes. Visit www.jobbound.com to learn about his services and contact him directly via his phone number or e-mail. If you ever have a chance to hear Brad Karsh speak at a convention or seminar, don't pass it up Your Personal Manifesto The brand manifesto is a way to explore and refine the brand personality by expressing it in prose, in an engaging. Interesting and simple story. Manifestos are the way to explore the soul of the brand, a way for the creative department to find a brand's unique voice. Manifestos are not ad copy and are not seen by the public, but they serve as the core authenticity of a brand. Next are two examples to show the tone and texture of a brand manifesto Toyota Matrix Let me tell you a little about myself. I am the Matrix. No, not a Matrix, but THE Matrix. The one that started this whole crossover thing. I am part cheetah and part chameleon, part Orange Glow and part PlayStation My role models are Albert Einstein and Tony Soprano. Sure lam tough I'm a Toyota. But I also have enough options and accessories to be an original work of art every time. I open doors, hug curves and pus! envelopes. I look good in every neighborhood, from Harlem to Hollywood, bu my price is much closer to home