Writing on About.com, Paul Sugget has published an article entitled What to Avoid When Assembling a Portfolio. His primary piece of advice is to avoid going for the simple, the obvious, the easy. If you've ever done work for the likes of Nike, Viagra, Victoria's Secret, Red Bull or Wonderbra, leave that work out of your portfolio. Why? Because, in his opinion, it doesn't require much strategy or effort to come up with creative solutions for those categories.
He claims Wonderbra ads are a dime a dozen writing, "Big breasts, and the outcome of them, is a very simple idea to get behind, and it's easy to be visually funny and verbally concise." Instead, he argues, "do ads for bland products or services that have no easily-identifiable or unique traits."
He suggests an airlines, dish soap, a wireless carrier and we'd toss in anything from the business to business category.
Additionally, he urges creatives to avoid creative that looks expensive to produce as it could cause someone to think you can't work on a small budget. he says to make sue you don't stuff your portfolio exclusively with popular forms of media, make sure substantive ideas outweigh glossy polish, don't include anything your not 100 percent proud of and always finish strong.