When building a portfolio, it’s important to consider the role you're applying for. Your portfolio isn’t just a folder of your best school projects—it’s your hype reel. Your main character moment. Your “here’s why I’m built for this” story in pixels and PDFs. 

And if you’re trying to land that dream job at a top agency, your portfolio needs to not only slay—it needs to speak directly to the role you’re going for.

But how do you tailor your portfolio to make sure it stands out to recruiters and aligns with expectations for each role? 

In this article, we’ll show you how to make an advertising portfolio that’s customized to help you land the role you want. And fyi—portfolio prep classes can be super helpful and will help set you up for success.

Let’s get into it.

Understanding the Key Advertising Roles and Their Portfolio Needs

Copywriters: As a copywriter, you obviously need to demonstrate your writing skills. Here’s what to showcase:

• Storytelling ability
• Campaign concepts
• Killer headlines
• Taglines that hit
• Ad scripts
• Website/app copy
• Ability to craft compelling copy
• Your voice

Why it matters?

Recruiters look for clear, concise, and persuasive writing. You’re the one who tells the brand’s story—so make sure your copy is scroll-stopping and witty. 

Show you can switch it up for different brands, industries, and media, too. Adaptability? Big yes.

🔥 Hot Tip: Include both short-form copy (headlines, taglines) and long-form copy (manifestos, radios + video scripts, and website copy). Show that range!

Art Directors: Here’s what to showcase as an art director:

• Campaign concepts 
• Activation mockups
• Layouts and hierarchy
• Typography skills
• Use of color theory 
• Case studies that highlight your strategic thinking and videos skills

Why it matters?

Art directors don’t just make things look pretty—they bring the whole concept to life. Show that you can create an aesthetic that works with the copy and branding.

Your portfolio needs to look amazing but also think big. Visual communication is the game, and you’re the MVP.

🔥 Hot Tip: Slide in some behind-the-scenes process shots or even lo-fi mockups. Recruiters love to see how you think.

Designers: Attention all designers! Here’s what you need to showcase:

• Conceptual redesigns
• Logos, brand IDs 
• UX/UI projects
• Packaging

Make sure to show your versatility. Demonstrate how you can design across various platforms (digital, print, social).

Why it matters?

Designers need to demonstrate their ability to craft designs that are not only visually appealing but also brand-appropriate and user-friendly.

You're the glue between form and function. You need to flex your technical skills and your aesthetic game. Whether it’s a billboard or a mobile app, you’re designing experiences.

🔥 Hot Tip:  Include before-and-after designs to show the impact of your work.

Strategists and Account Managers: Strategists and account managers should showcase the following:

• Campaign briefs
• Cultural micro and macro trends
• Research breakdowns
• Understanding of brand positioning

Why it matters?

Strategists and account managers need to show data-driven and trend-driven repositioning skills. This is where brains meet branding. You’re showing that you understand audiences, cultural moments, and how to make campaigns actually connect. Plus, you're most likely the organized one in the group.

🔥 Hot Tip: Tell the story behind the campaign. What was the problem? What did you find? What did you do? And did it work?

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Tailoring Your Portfolio for Each Advertising Role

Let’s talk tailoring. Because sending the same portfolio to every job? 😬 Please don’t do that. 

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Customize Your Case Studies

For each role, you’ll want to focus on specific work that aligns with the role's core responsibilities.

• Copywriters: Focus on strategic big ideas and sharp, well-written headlines. Showcase your writing with well-produced radio spots, case study videos—even descriptive copy is a fun place to highlight your writing. 
• Art Directors: Focus on strategic big ideas, while also highlighting your layout skills, your grasp of typography, and your ability to design for different brands and platforms.
• Designers: Emphasize your type, layout and color skills, and how you can solve problems for brands and users in innovative ways. 
• Strategists: Focus on your ability to unearth new trends, your research and problem-solving skills, and your sharp writing skills. Strategy should always still feel creative and fun.
• Account Managers: Focus on how you have leadership skills in group projects, how you think creatively, or help keep teams motivated, and any examples of client services you can provide. 

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Crafting a Portfolio That Demonstrates Your Expertise

The work you include should not only showcase your best abilities, but also demonstrate your understanding of the industry.

Pro Tip: If you’re in an advertising portfolio school (like… oh hey 👋 we know a good one), make sure to present projects that mimic real-world challenges, even if they were spec or class work. They count. 

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Highlighting Your Process: Why It’s Key for Every Role

Agencies aren’t just looking for finished projects—they want to see your creative process and how you arrived at the final solution.

What to include:

• Designers and Strategists: Show your thought process. You can include rough sketches, mood boards, or strategy notes for deeper insight. 
• Art Directors and Copywriters: A fun touch is to include behind-the-scenes photos of you creating the campaign together, especially if the execution is something you have to build or photograph.
• Strategists and Account Managers: Brain dump time. Be sure to provide background information on the problem, insight, solution, and how you contributed to the final idea. Show how you connect the dots. 

Every campaign, new design piece, or new innovation should have a problem-solving approach. Take us on the journey from “here’s what the problem was” to  “here’s how I solved it.” 

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The Importance of Portfolio Preparation Classes

Portfolio preparation classes are a great way to not only get feedback, but to gain insight into what actually matters to recruiters. What kinds of projects should you include? How do you write a case study? Or how do you design for personality and usability? 

Consider joining our advertising portfolio school to gain feedback on your work, build a network, and refine your skills.

At book180, we make sure that you’re meeting industry standards and expectations. Learn from real industry pros who will help turn your half-baked ideas into a full-blown portfolio. You’re not in this alone. Let’s build something iconic together. ✨

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Additional Tips for Creating a Winning Advertising Portfolio

Here are a few bonus tips to make your portfolio outstanding:

• Keep it clean. Think simple and easy to navigate. Don’t make us dig through your life’s work to find the good stuff.
• Quality > quantity. Showcase only your best work. Better to have 5 fire pieces than 10 meh ones.
• High quality. Only use high-resolution mages and make sure that all text is legible and properly formatted.
• Tailor your resume/cover letter. Modify according to the job you’re applying for—don’t use a one-size-fits-all approach.
• Update it often. Update your portfolio regularly with new work, especially as you gain real-world experience.Your portfolio is a living thing. Feed it!

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Tailor Your Portfolio for Success in Advertising

Whether you're a copywriter or art director, your portfolio is your ticket into the advertising world.

Tailor it to match the expectations of the role you’re applying for. Customize it. Inject your personality. Show your process. Demonstrate your creativity and problem-solving skills. 

Hopefully, you have a better grasp on how to make an advertising portfolio. But, if you’re feeling stuck or overwhelmed, book180’s got your back. 🫶

Whether you’re starting from scratch or refining your existing work, our advertising portfolio school will help you level up and walk into interviews with confidence. 

So go on. Create that portfolio. Make it shine. Make it you.

We’re here to help. Start building your customized advertising portfolio today!

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