Check out some great work from Jon Krevolin.

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

JK: Different thinking. Bold ideas. Understanding of human nature and strategy. And something that makes me laugh. Or cry.

WS: How important is finish? If ideas are the most important thing, can sketches be enough?

JK: For a copywriter it’s all about ideas. An art director needs a bit more finish, though.

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

JK: It’s not essential, but it’s always good to show you can do long copy. It shows you really know how to write.

WS: What do you think of showing work that is not advertising?

JK: Other stuff is great and encouraged. However, show you can do advertising too.

WS: Do you have any other advice for a student or junior trying to get into the business?

JK: Perseverance, baby. Even when you make it, that’s what’s going to help you get ahead. Don’t take “no” for an answer.