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Job:11-15877/15287 Title:RP-Design Matters Portfolios
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D E S I G N M AT T E R S / / P O R T F O L I O S 0 1
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I N T R O D u c T I O N
Marketing, advertising, and promotions are vital components of most companies’ business plans, and creative professionals
are no exception. The right portfolio mix and the shape it takes can enhance your ability to make a name for yourself in
the industry.
In today’s competitive marketplace,
designers must compete to survive.
And yet some creatives believe that
simply putting a few cardboard busi-
ness cards in the hands of prospec-
tive clients is their best marketing
tool. Others would like to utilize
stronger, more impactful portfolios so
that they can entice more clients to
join them in conversation. As part of
the marketing mix, portfolio develop-
ment and promotions can make a
critical contribution to a firm’s ability
to achieve its objectives.
The bottom line, frankly, is that
self-promotion is necessary to survive.
The most successful design firms
and creative individuals find ways
to market themselves in ways that
are memorable and that resound
with their audiences. In order to be
competitive in the future, you should
be doing the same.
The Creative Group, a firm that
specializes in placing marketing,
advertising, creative, and Web
professionals on a project basis,
polled 250 advertising and marketing
executives about the importance of
building a strong portfolio. They were
asked, “Which of the following do you
consider most important when hiring
a creative associate?”
Get Competitive
DON’T JUST SURVIVE—THRIVE
Source:
Book SmartS
B y t he c reative Group
portfolio: 63%
other/don’t know 1%
réSumé: 2%
referenceS: 12%
interview performance: 22%
(RAY)
Job:11-15877/15287 Title:RP-Design Matters Portfolios
#175 P DTP:216 Page:8
001-093_15877.indd 8 11/30/09 3:53:23 PM