Luke Sullivan is a copywriter. Actually, Luke Sullivan is the copywriter. Boasting translation into 5 languages and in it’s 3rd edition, his book Hey Whipple, Squeeze This! A Guide to Creating Great Advertising is required reading in college courses across the nation. As Group Creative Director at GDS&M in Austin, TX, he puts his 25 years in the field to practice, working with clients like United Airlines, Porsche, SunTrust and Miller Lite. Luke was kind enough to fill out our questionnaire to share his Career ADvice.
Luke Sullivan, Managing Group Creative Director, GSDM, Austin, Texas
http://www.heywhipple.com/
@heywhipple
How did you get your start in advertising?
Well, I talk about it in detail in “Hey Whipple, Squeeze This.” But the short version is, I wanted to be a doctor like my dad. But I got an F in chemistry. I reconsidered.
What are the best and worst parts about your job?
Best part is seeing people here at GSDM sell something cool and have their hard work realized. Worst part about being a CD is worrying about keeping a client happy but balancing that with keep the work good.
What inspires you?
I read. I read a lot. I read all the time. I read everything. I read every morning in bed, every night in bed. I read in my car while waiting to pick up my boys at school. I read when I am at the stop light. I read in the doctor’s waiting room. I propose that anyone who purports to be an expert in ANYTHING needs to be a massive reader.
Who would you work with on your dream collaboration?
Pixar and John Lennon.
Name an advertising trend that drives you crazy.
You use the word “crazy” but your intention is unclear. Crazy can be good. I assume you meant “that makes you mad.” And it’s an old trend. The trend of
Best ad campaign you’ve seen recently?
Apple. Everything they do, and have done over the years, is perfect.
You’ve just completed school with an advertising degree. What is your next move?
To begin marketing yourself the same way a smart client would market a product. You’d target your likely prospects, find the media they use most often, and then interest them with a story about a product that will make their lives easier.
What kinds of experience do you look for from college graduates? In what ways can they give themselves the edge?
It is all about the book. Nothing else counts. I don’t care if you are a college grad, high school dropout or portfolio school valedictorian. It’s all about the book. Your book must rock.
Similarly, what skill sets/experiences are necessary in an entry-level creative?
Humility and enthusiasm.
Briefly describe the content and size of the ideal portfolio for a designer? Copywriter?
10 campaigns with big ideas blown out in all media. A writer should prove she can write. And an art director must prove he can make a page/screen look incredible.
What kinds of starting salaries can one expect in advertising?
$35 to $50k seems to be about the area, depending on the area of the country.