Check out some great work from Greg Farley.

WS: What do you look for in a student book? And what impresses you?

GF: Talent in the basics. Show me a writer that can write or an art director with a unique visual point of view and I’ll gladly work with you. I’d rather see a perfect print ad than a poorly written or designed social media idea. Being good at your specialty doesn’t make you a dinosaur.

WS: How important is finish? If ideas are the most important thing, can sketches be enough? Do you look at physical books anymore or is it all websites?

GF: Finish is a fact of life. These days there are stacks of near-professionally crafted books lining the offices of every recruiter. Take the time to make your book sing, but do it online. No one should be killing forests for advertising anymore.

WS: How important is writing? Do you need to see long copy?

GF: This is very important: If you choose to be a writer just because you don’t want to be an art director, then pick another career. Embrace writing. Whether you write long copy or headlines, you will stand out if you’re good.

WS: What do you think of showing work that is not advertising? Things like art, journal writing, photography, hobbies, etc.

GF: Yes, do that. Make sure it has its own section in your book and only include your best. If it doesn’t look as polished as the rest of your book, leave it out.

WS: Do you have any other advice for a student or junior trying to get into the business, either in putting together a book or how to actually start looking for jobs?

GF: Design and build your own site. Don’t just plop things into a pre-installed web template. Your site should be a book piece in and of itself.