The Chicago Portfolio School


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See it through the eyes of:

Personality/Career Test

Last week, it was brought to my attention that Netflix is currently streaming a documentary on the topic of Advertising.  The film, “Art & Copy”, directed by Doug Pray, follows the careers of some of the most influential advertisers of our time including: Dan Wieden, Hal Riney, George Lois, just to name a few.  While the film is very eye-opening and reveals the inner workings of the industry, I thought the most compelling talking point was why folks choose to get into this industry and who it attracts.  As someone that has a degree in Neuroscience and Spanish, I began to question, why did I make the switch?  Are there others like me drowning in the world of healthcare and/or translation services that haven’t had their epiphany yet?

So I decided to take a few personality/career based tests online to figure out which other careers may have people fit for a future in advertising.  Here is what I found after taking three online tests*  (*free version).  If you know anyone in these fields, give them a call and tell them they are ruining their lives!

Reporters and Correspondents
How about “reporting” on some new products that the general public doesn’t know they need?
Interpreters and Translators
Learn to speak to the entire population in a headline featuring 12 words or less!
Ditch your “cause” and let’s make an agency a little richer, shall we?
Poets, Lyricists and Song-Writers
There is nothing as poetic as a rhyming couplet as a headline…right?  Just beautiful.
Search Marketing Strategists
In the words of Jeff Epstein, “we are in the business of marketing”. 
Economics Teachers
It’s all about the money babyyyyyyyyyy! $$$$$$$$$$$$
I just added this to make me feel better smile

In all seriousness, I took three tests and there were over 50 different careers that matched with my “creative” personality.  I think the documentary puts it best when it describes the task of a creative advertiser: “We put something out there and see what people are going to make of it.  We make an atmosphere that gets a reaction out of somebody.”  If this line excites you, you’re in the right place.  If not, I know a great school with a program in Neuroscience. 

Written by: Sean Kunz, 4th Quarter Copywriter & CPS Blogger

By heather : June 30, 2016

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Wha should you do with yourself over break?

With three weeks off between the summer quarter, you might be wondering…what am I supposed to DO with myself? Well, first things first:

Take a Break
After eleven straight weeks of obsessing over school work, you’re burned out. But since you only have one year, it’s hard to justify taking time off. Enter - the break between quarters. If you feel like you’d rather jump off a bridge than spend one more minute with that idea, it’s time to take a step back. For your sanity, take a day (or two) off from headlines, layouts, and concepts. Then…

Get to Work
Cause you can’t let that break last too long. School IS only one year, after all. Start by easing into some work that isn’t school-related. And even better, the kind of work that PAYS. If you have a part-time job, up your hours. If you’re funemployed, do some babysitting, cat sitting, dog sitting - basically anything that pays you to sit is awesome. Earning some cash will come in handy later on and doing mindless work might just lead to creative work. Before you know it, you will WANT to…

Work on your Book
If you’ve just finished your first quarter, go through old work and see what you like. Try to make it better. If you’re a copywriter, find an art director to talk to. If you’re an art director, talk to a copywriter. If you’re further along, improve your existing campaigns. Work on your website. Work on your side project. In the immortal words of Rihanna, “work work work work work.” Then it’s time to…

(You sensing a theme yet?) Email, connect on linkedin, follow on twitter, you know what to do. With all this free time, you can even meet up in person! Coffee dates, lunch dates, after work drinks - use that cash you earned to treat a creative and then pick their brain. Some people (who shall remain nameless) have even been known to use dating apps for networking purposes…not that we’re recommending that but hey, if there isn’t a spark, you might as well get something out of it. Then, if there’s any time left over…

Get Outside
It’s summer in Chicago people! Winter will be here before you know it so use your limited free time to enjoy summer while it lasts. If you need recommendations - google it. I’m a terrible tour guide.

Written by: CPS Blogger & 2nd Quarter Copywriter

By heather : June 29, 2016

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What’s in my Office Thursday: Bryan Hradek

What’s in my Office Thursday: Meet CPS Alum Bryan Hradek, Junior Copywriter MullenLowe U.S. in Boston! Check out his advice:

“Chances are, you’ll be coming out of school hot and heavy. And that’s chill. But don’t worry about finding a job immediately. It takes time. So staying patient is probably my first piece of advice to any aspiring creative.”

“Don’t ever follow the money. The work and the people should lead your decision. You’re going to spend the majority of your time at the agency. Find the people that you can stand sitting next to for hours. They’ll be more than just your co-workers; they’ll be your family.”
“That being said, keep office romance to a minimum. Advertising is home to a ton of sexy humans. But it’s good practice to keep business and pleasure separate, so fight your temptations.”

“I think the biggest piece of advice I can give is just to have a good attitude. I believe this to be true in life and especially true in advertising. You’re going to hear the word “no” a lot. Like, a ton. Keep your head up, always be willing to help, and always keep thinking.”

By heather : June 23, 2016

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The Importance of Having a Book

For a while, I’ve wanted to write a blog post about my one of my best friends that currently works at a smaller, boutique agency on the north side.  Hearing his insight into how he got to where he is has widened my eyes into the lifestyle of a smaller shop and the advantage having a portfolio really gives you when trying to break into this industry. 

As an improviser/comedian around the city, my friend was eager to find himself a career where being creative and expressing a sense of humor could be a day-to-day activity.  Copywriting seemed like an avenue he wanted to explore and he applied to a smaller agency that had a wide array of clients, from healthcare to direct mail and everywhere inbetween.

While his degree was very impressive and his history in comedy showed off his skills in creativity, the agency was not comfortable directly hiring someone that had no physical pieces of work.  Fortunately, he was brought on as a Digital Coordinator and set his sights on working his way up to a copywriting position.  For the next 5-6 months, he was involved with website design, digital marketing strategy and a bit of content writing here and there when the opportunity presented itself.  Eventually, after 8 months of trying on various hats, he was offered a copywriting position based on the reputation and work he had created thus far. 

In having talked about the Chicago Portfolio School with him further, he agrees that the entire process could have been greatly expedited had he come in ‘Day One’ with a solid book of work to prove his abilities.  **Update** I have seen the open windows on his browser and CPS is one of those windows.  WE MAY HAVE A NEW STUDENT, FOLKS!!!

Written by: 4th Quarter CW & CPS Blogger, Sean Kunz

By heather : June 22, 2016

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CPS Apprentice

With the 2016 Presidential Election being the current “Hot Topic”, my television has been flooded with images of Hillary Clinton, Bernie Sanders, Anderson Cooper and more than anyone else, Donald Trump.  While I am sure the last thing any Portfolio student wants to read is an entry on Donald Trump’s right-winged positions and campaign promises, there is a piece of his past that resonates with us all.  That piece being…The Apprentice. 

Anyone that watched The Apprentice or it’s outrageously star-studded spin-off, The Celebrity Apprentice, knows that each episode consisted of Trump assigning both teams a marketing task and the responsibility to choose a project manager.  These tasks ranged anywhere from promoting one of Trump’s luxurious Golf Courses to writing a radio advertisement for Chicken of the Sea (tuna). 

Looking back on it, each episode was essentially an assignment from an Integrated Campaign’s instructor at CPS.  Much like the Project Manager’s role, it is our responsibility to either individually or collaboratively come up with a concept, prepare executions and present these to our class (mock client).  While LaToya Jackson and Gary Busey are neither Copywriters nor Art Directors, it was exciting each week to watch them assume those roles and bring that concept to life.  It is interesting to now go back and watch the strategizing and boardrooms to see how people fight for what they creatively believe in.  Equally as interesting, is the way in which these teams came up with their concepts and executed them.  There is much to be said for sitting together as a team and talking ideas out loud as opposed to individually behind a computer screen.

Inevitably, like so many contestants on the show, we will all be fired…. I mean, hired.  We will all be hired. 

Written by CPS blogger & 3rd Quarter CW, Sean Kunz

By heather : June 13, 2016

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As a college student, I chose to study Neuroscience.  This was a field that required intense reading, writing and time in the lab conducting research.  In terms of a schedule and staying organized, there was absolutely no time for procrastination.  Pushing things off to the last minute was a slippery slope and almost always ended in a poor grade or being dropped from a project. 

Now that I have changed career paths entirely, I am starting to look at procrastinating in a different light.  By no means do I aim to push everything off to the last minute, but there is a certain rush that comes to a creative personality when they are under a severe time constraint.  When I am down to the wire and stressed to produce something in a timely manner, I let go of the filter in my head telling me that something is “stupid” or “irrelevant”.  In doing so, many more ideas flood the page and I tend to lose myself in the writing. 

The trick for me is starting an assignment on Thursday/Friday that is due Monday, but fooling myself to believe that it is due at the end of that night.  No need to change the clocks and calendars in your apartment, but just get yourself in the mindset and see what ideas come to mind!

Written by: 3rd Quarter CW and CPS Blogger, Sean Kunz

By heather : June 10, 2016

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Part-Time Work for Creative Students

After three quarters of Portfolio school and countless family parties, I am so sick of hearing the question, “So, what do you do for a living?”.  I am a student.  I live to go to class and work on campaigns.  I believe the more appropriate question would be, “What do you do to survive?”.  With class 4-days a week and never enough time to sit down and write to completion, where does one find the time to make the money?  After speaking to a bunch of Portfolio students I have compiled a short list of some of the most popular employment options and their perks/negatives. 

Full Time Day Job :
This option is ideal in the sense that you will be making a good deal of money that can cover the costs of rent/food and paying off that school loan.  If finding a full-time job in an industry that you liked was easy, it’s likely that you wouldn’t be back in school.  So keep that in mind when choosing how you will survive.  Also, most 9-5 jobs will not be keen on the idea of taking your laptop out during the day to work on homework and other assignments for class.  As a result, it may be difficult to commit fully to team projects.

Part-Time Retail:
This is what I do.  This is hell.  Just kidding.  It’s rather manageable and generally flexible, if you are willing to work early mornings and/or weekends.  Additionally, with the hours you have to dedicate towards an outside job, no single retail job will realistically cover anything more than food costs and a monthly crazy night-out.  While there is not much downtime to take out my notebook and start writing, it has been interesting to look at advertising in terms of the store I work and the customers that shop there.  It’s been helpful to see what catches their eye and what is most important to them when it comes to buying certain products.

Part-Time Babysitting:
All around, this seems to have been the most student-friendly option.  Finding a family that needs someone on the weekdays is totally possible and is perfect for one reason and one reason only… kids nap!  When the kids take a snooze, take that laptop out and get to writing!  Furthermore, you set your own rate.  Careful to choose a family with well-behaved children or else this could easily turn into a nightmare. 
P.S. Some families are comfortable opening their refrigerators to you as well.

Part-Time Bartending:
Great money.  Horrible hours.  I have had several friends go through graduate school and portfolio school as a bartender and their hours have been rough!  Working into the early hours of the morning only to wake up, head to school and start the process all over.  As stated earlier, the potential for money is great and in many ways, you can still feel like you have a social life!  Just be sure to head to bartending school first (Need a job to pay for that?  Read above.)

Only Child:
Screw you. 

Written by: Sean Kunz, 3rd Quarter CW & CPS Blogger

By heather : June 08, 2016

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Shark Tank Briefs

Lately, a sound bite of Jeff Epstein has been playing on loop in my head.  This is not uncommon for Jeff to infiltrate my every waking thought, but about three months ago, he gave some advice to our quarter about the CPS timeline.  We were advised to create a new idea every day for the duration of the program.  At first this seemed very simple.  One idea a day?  Pshhh.  What is this, pre-K?  However, after a while this seemingly simple task has become increasingly more difficult.  For me, the most difficult part is finding an interesting business/product, it’s Unique Selling Proposition(s) and target audience, etc. all in the 30 minutes I allowed myself to actually write.  After this 30 minute window, I’m exhausted and tend to retire to the couch and binge watch a Netflix show or movie. Luckily for me (and every other struggling creative reading this), I have found the solution, SHARK TANK!!!

Now, calm down and stay with me.  In the off chance you haven’t seen ABC’s only tolerable show, ‘Shark Tank’ puts new business owners in front of five of the nation’s most notorious entrepreneurs in the hope of pitching their product and receiving an investment.  From Hoodiepillow (self-explanatory) to Pet Paint (even more self-explanatory), the show never fails to introduce America to an array of unique ideas born right here in the USA! 

A few weeks back, I had an amazing idea while watching Mr. Wonderful (Kevin O’Leary) make a grown man cry.  Why not concept for these new businesses that are trying to get their name out?  Each pitch is basically structured as a brief: a description and demo of the product, it’s USP, target audience and Q & A.  I’ve started to take notes during pitches that really excite me and brainstorm ideas that I believe might work.  Even if an idea doesn’t interest me, the show does a great job demonstrating the power of presentation and how-to or how-not-to pitch an original idea.  Whether the Sharks choose to invest or not is irrelevant. 

So get yourself in front of a television and sit down to do some homework.

Written by 3rd Quarter Copywriter Sean Kunz

By heather : June 07, 2016

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I Swear I’m Not an Escort…

I swear I am not an escort, but I have been spending a lot of time in hotel lobbies.  With no intention of ever getting a room or visiting anyone that is passing through Chicago, I have spent hours on end sitting across from the main concierge.  Why, you may ask?  While most people have come to expect coffee shops such as Starbucks or Peet’s as the “writing spot”, I have gravitated towards the aforementioned traveler’s destination.

For starters, the chairs are so much more comfortable!  Seriously, some have velvet as soft as winter’s snow while others offer a leather finishing that hugs your entire body, like a familiar friend.  Secondly, there is ample room to stretch out and make a work space for yourself.  There is no competition for an outlet or bumping elbows when stretching.  For me, I thrive off the constant foot traffic that enters and leaves the hotel.  It’s prime for people watching and getting inspiration for whatever client/product you are advertising.

If a hotel has a Mezzanine floor, I recommend working here as it is less suspicious and there are usually washrooms located on these floors!  Below are some of my favorite hotels I have written in:

Chicago Athletic Association - 12 S Michigan Ave
Fairly dim lighting, but looks like a library taken out of the Ivy League. 

Holiday Inn Chicago Mart Plaza River North - 350 W Wolf Point Plaza
Many tables across from the main concierge, difficult to find an outlet.

Chicago Marriott Magnificent Mile - 540 N Michigan Ave
Mezzanine floor with washrooms and a FedEx for printing.  Also, an amazing bar with a lot of energy.

Sheraton Grand Chicago - 301 E North Water St
Literally so much space to write and very quiet/calm.  Plenty of water fountains and restaurants to find.

Written by 3rd Quarter Copywriter Sean Kunz

By heather : June 01, 2016

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