The Total Package
From The Book of Matthew
I was at Ringling College of Art + Design on Saturday morning judging the American Advertising Federation Suncoast student scholarship competition. Two local advertising professionals and I rated the design work from seven applicants. The interesting thing was the best design didnít win the prize.
Each entry consisted of a resume, a letter of recommendation, a personal statement, and three samples of work. We rated the elements of each entry on a weighted 100-point scale, and then our scores were averaged. We were surprised when we found out who won.
Judging creativity is a subjective matter, but we all agreed there were two stand-outs in the bunch. And while the design scores carried more weight, in the end it was the written elements that made the difference.
There were plenty of remarks about typos on resumes, and out of seven personal statements only one answered the question about why clients should still hire professionals in this age of consumer-generated content.
Whether or not it sealed the deal we donít know, but the winnerís letter of recommendation came from a local advertising agency. All the others were written by faculty members. Itís likely the internship swayed our opinion.
The winnerís work was very good, at least third best out of seven. However, it was the overall score that won the competition, not the level of creativity. I hope that lesson isnít lost on these budding artists. Of course the design is important, but it takes the total package to win the prize, get a job, convince the client, or persuade the buyer.
Until next week,
Matthew Anderson, President
Milestone Marketing Associates, Inc.