A presentation to students at my alma mater, as an alumna.

1. Liliya Plotkina
Advertising/PR ‘11
Account Coordinator
Roberts Communications

2.  Account Coordinator at Roberts
Communications.
 In the industry since August 2011.
 Work primarily with Xerox branding,
sponsorships, regional/local events, but
also touch pieces of Ad Council
business.

4. I get it.
This is a huge period of change,
upheaval, and uncertainty in
your life.
You know where you want to be…now how do you get there?

5.  Intern, Intern, Intern.
 Make and keep connections.
 Develop a portfolio.
 Lots of legwork.
 Start early.
 Don’t get discouraged.
 And after you get the job…groom your
brand continuously.

6. WHAT: Working for free (or for pay) at an agency you admire.
WHY: Develop experience, comfort, and interests. Get people
to know you. Get people to recognize you. Get to know
people. And yes: Resumé fodder.
HOW:
1. Start with a Google search: “Advertising agencies [city
name here].”
2. Don’t just apply to places with huge, well-known
programs.
3. Find work you love, and follow it to the source.
4. Ask, and you shall receive.

7. WHAT: Be friendly. Be hardworking. Be humble. Remember
people’s names, faces, titles, and jobs.
WHY: Everyone likes to be recognized…people in this industry
work hard. Many people will say that it’s all about “who you
know”…well, get to know people! It’s easier than you think.
HOW:
1. Start with professors. Ask them if they know anyone in the
industry in the area. Many do.
2. Remember to check in with former internship heads,
supervisors, etc.
3. Contact the people you admire, and ask them for an
interview for advice.

8. WHAT: A collection of work you’ve done. Strategic, creative,
written…whatever! Presented in a clean and stylish manner.
Get help with the design if you don’t feel comfortable.
WHY: There’s a lot of young, unemployed ad people out
there. Set yourself apart—you are bringing something new to
the table, right? Show it off.
HOW:
1. Do schoolwork you’re proud of. No, really.
2. See #1.
3. Ask professors, industry experts, friends, designers, math
majors, whatever for reviews of your portfolio.

9. WHAT: Blog. Apply to jobs. Go to coffee meetings. Attend
industry events. Offer to do favors for people you admire.
Don’t be afraid to sweat…how bad do you want it?
WHY: This is a tough industry. Hard work now pays off later.
Your reputation starts now, in everything you do.
HOW:
1. Start a blog: constant supply of writing samples.
2. Send out promos.
3. Research and read books—become an expert!
4. And get used to it…because once you get the job, the
legwork doesn’t stop.

10. WHY: It’s going to take you a while to get out of “college
mode” and into “workplace mode”. Do the kind thing for
yourself and leave plenty of time for learning.

11. Remember to cultivate your hobbies, interests, and self.
A job is important, but it isn’t
everything.

12. …What can you expect?
• To not know everything. Or, really, anything. At all.
• To feel totally overwhelmed.
• To feel excited, motivated and ambitious some days…
• …and worried, exhausted, and hopeless the next.
• To be uplifted…and humbled.
• To
experience some of the coolest, most rewarding work and
people that you ever have in your life to date.

13. Ok, you got the job. Great work! But it doesn’t stop here. It’s
OK to take a break and get your feet (and mental state) back
on the ground. But you should remember to:
• Keep in touch with the people who helped you.
• Keep working hard.
• Keep up with your legwork.

14.  Account Coordinator  Jr. Copywriter
 Account Assistant  Jr. Art Director
 Jr. Account Planner
 Assistant Account
Executive
 Media Assistant
 Jr. Media Buyer

15. …Sure, kid. Knock yourself out. ;)

16. Entry level salary expectations:
Between $25K and $35K (average). Entry level doesn’t get to
negotiate, usually. Sorry.
Don’t say no to less pay with a better
environment.
Better to take an imperfect position than
to have months of joblessness on
your resume.