RAY BARRETT

CO-CHAIRMAN, CREATIVE
HEY HARRY WORLDWIDE
PORTFOLIO NIGHT 7 TORONTO PARTICIPANT
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What single piece of advice would you give a young creative before he or she sits down with you at PN7?

“Be prepared to throw away your book and start again. - It’s not how good you are it’s how good you want to be.”

What the coolest thing somebody has done to get your attention (besides  having an amazing portfolio)?

“Work incredibly hard when I’d given up on them, for example, starting their book over and over again. Four times in all.”

What is the stupidest thing somebody has done to get you to see them or  their work?

“There is nothing you shouldn’t consider doing, when you have a portfolio to show.”

What are your biggest pet peeves about the work in most junior portfolios?

“All the bad habits they’ve learned from reading too many awards annuals.”

Who was your biggest creative idol when you broke into the business? How did he or she influence you?

“John Hegarty. He became my friend and mentor and still is. His best advice was always, ‘Zig when everyone else zags.’”

When reviewing a portfolio with a young creative, are you more of the type to look at the entire thing before making comments or asking questions, or do you prefer to chat and inquire throughout the process?

“I hardly ever look at the portfolio. It’s the individual who’s the most important.”

A top-notch portfolio is crucial, but how much does personality count  towards making a hire?

“Your personality is much more important than a wizzy portfolio. After all, you will be working with other people.”

In general, how well do you think ad schools are preparing students for the business? What could they be doing better?

“Everything, including involving more creative directors.”

Portfolio Night always brings out the best young copywriters and art directors. How do you think these roles will change in the next three  years or so?

“As advertising becomes more diverse, these young creatives will become increasingly difficult to find.”

How do you know when you’ve just seen the best idea you’ve ever seen?

I don’t. But I sure as hell can show you how to develop one.