Advice from Maria

If you’re a student putting your book together, here’s some advice from Maria Scileppi, director of 72U:
Lead with personal projects. That’s what people really want to see; how you’re thinking, how you’re solving problems, how you see the world. Show the process if you can. And then have three or four campaigns to show that you can blow out an idea. But personal projects are a must, and I would lead with that. That’s how people get hired. Agencies want to see that you can make advertising. But what gets you hired is the personal project, because it resonates with us. It’s contributing to the culture. It’s not just giving a message. It’s being relevant in culture. And that’s what advertising wants to do. That’s what brands want to do. That’s why we connect more to these personal projects. They’re a reaction to the world we live in.

The New 72U

Maria Scileppi doesn’t like to call 72U a portfolio school. Before heading things up there, she was the director of the Chicago Portfolio School, so she knows what a program full of art directors and copywriters looks like.
“This is really strategic art school for the maker,” she says.
Oh, yeah. And it’s backed by and housed in 72andSunny, AdAge’s Agency of the Year.

I had breakfast with Maria last week and asked her about the new program. I gotta say, I’m jealous something like that wasn’t around when I was trying to break into the industry. Here are some of the highlights:

Forget what you thought you knew about 72U. It’s a new program. It used to be 10-months. Now it’s 12 weeks. It used to cost applicants $10,000. Now it’s free. (Students will pay $1,000, which goes toward their final project.)
Six applicants will be selected, and they’ll work individually, in groups of two, in groups of three, and all together. They’ll be sharing space with 72andSunny employees. They won’t be grouped together, and they won’t be separate from the agency. They’ll be seamlessly integrated.
They’ll have a range of assignments. Not all – in fact, very few – will be making ads. One assignment will be to develop and market a brand that embodies who they are. Another will be to fix a broken system. Maria says the purpose of each exercise is to make sure students come out with a stronger creative process. They’ll think and make faster.
Who should apply? Maria says, “It’s an intense curriculum, so people won’t be able to hold a job while they participate. I imagine they’re a couple years out of college. Maybe they got stuck at the wrong job and don’t know how to switch over. They don’t have to have any advertising experience, but they do have to have talent.”
Applications for 72U can be found at 72U.org. The deadline for applications is April 5th. The program will begin May 27th. The next session is planned for October 2013.

If you’ve got questions, reach out to Maria and 72U on Twitter.