Ad students who act like pros, succeed.

Most academic advertising programs are inadequate in preparing a graduate to enter his or her career. Those few who walk across the stage into premiere positions share more in common than great portfolios. They act like a professional before becoming one. Here’s how they do it.

They know what is going on in the industry. 

Research before going into an interview. Be able to cite great work and who is doing it. Describe future trends, noting the innovative trends. The more you keep up on industry news, the more naturally you can comment about it and even engage the topic.

Never stop growing. 

Long-range plans require continual refinement of abilities. The best professionals never stop working on their portfolios. Make it a goal to replace everything in it every two or three years. Take care. New doesn’t mean better. Every addition should be an upgrade. Get objective critiques by those you trust and respect before adding a piece to your book.

Re-educate. 

The work you produce in school doesn’t represent the industry. Pros understand that a portfolio must demonstrate work that communicates across some communication channels. School assignments built on theory do not offer what is needed. Go beyond your project. Add ideas that demonstrate the ability to execute integrated brand campaigns.

Keep things in perspective. 

They know that being at the top of the class means nothing to the industry. Winning student awards in professional shows can help, but they are no guarantee. Who you are as a pro is as crucial as the work you do.

Be resilient. 

If advertising jobs were easily accessible, many people would be trying to make it their careers. It’s fun and has a cachet few professions possess. But you have to want to be the best more than anything if you are to do it well. Those who get to the top have worked hard for many years. Most people drop out of business because of the difficulty. If you want to make it, you must be an optimist that isn’t easily discouraged.

You may meet ad professionals that don’t have the attributes described above. They are not the real pros in our business. Ninety-five percent of advertising is horrible. Only a few people in our industry do the work we all admire. If you want to be one of those few, start being a pro before you are one.