From Bob Rath, Associate Creative Director, Palio

Creatives live or die by their portfolio, otherwise known as their “Book.” It’s the most important thing in their working world if they want to show others what they’ve done with their career. No resume could show as much about them. It shows how good they are at problem solving and at selling an idea. Their level of taste, skills and cleverness can all be gleaned from the Book.

The Book got them their first job and each one after that. Good creatives work for their Book as much as their agency. Their Book has to always be good. They can’t hide or explain away what it demonstrates.

The “Good Book” should be an agency-wide commitment. Everyone on the team needs to have one. If the creative’s Book can show what good facts, insight, direction and strategy can do for creating ideas, then why shouldn’t everyone have one?

Account Executives, Planners and Medical Strategists have a huge part in guiding, selling and producing “The Book” that creatives show around. Why don’t they have one, too, to tell the tales of their contribution?

If everyone had a Book, very quickly everybody on the team would notice where the Agency bar is set. Being responsible for the Book would change views on judging and championing ideas. It would force them to notice the competition. Make them want to make their Book better. It could create a very different mindset – a good one… all in the pursuit of having a “Good Book.”