Advertising

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Sector Overview

This page has been written by Helen Butt, the relevant Careers Adviser for this occupational area. To see when Helen is on drop-in, go to our websiteand click on 'See which adviser is on when'. Drop-in sessions are on a first-come, first served basis from 1.15pm - 4.00pm Monday, Tuesday, Thursday and Friday. 


Is it right for me? - further information on this career area, including skills/attributes required and tactics for success (pdf)



The advertising industry can be seen as three broad sectors: organisations that buy advertising; owners of media who sell advertising space/time; and advertising agencies.

Advertising is a creative industry covering a range of diverse activities from new media and e-commerce campaigns using the internet, to the management of huge national campaigns using film, television, cinema, radio, direct mail and the press, to small advertisements in local newspapers. There is a massive change in advertising with the impact of digital technology forcing a rethink of many creative approaches in advertising. The spend on internet advertising is now almost on a par with TV advertising. The move from five terrestrial and 40 plus cable and satellite channels to hundreds of different channels delivered by competing technologies has dramatic implications for advertisers. The industry is showing signs of recovery from the recession with over 30% of companies reporting improved performance in 2009.

Advertising is not only concerned with persuading people to buy goods or services but also raising money for charity, gaining support for political parties, encouraging certain actions, e.g. youth campaigns to address drugs education. Job roles in the industry are equally varied. They cover graphic design, printing, photography and film making on the technical side. At the business end they involve market research, campaign planning and management, new product development, sales promotion and direct marketing.

80% of opportunities are with agencies. Many of the larger agencies are based in London but also have branches in other major cities in the UK offering the chance to work with regional, national and international clients. A large number of agencies are part of international advertising and/or media groups, such as Omnicom and WPP. Many agencies are members of the IPA (Institute of Practitioners in Advertising). Their website is a great source of information.

Graduate opportunities are to be found in account management, account planning, media planning and media buying, with many being part of a structured graduate induction programme. The degree discipline is generally not important. There are a number of postgraduate courses available, which provide a combination of practical experience and theory. The route to getting a job in the creative sphere is slightly different - full details can be found on the IPA website - How to become a Creative. The main way of entering the profession is to take your 'book' of work to Art Directors and getting work experience.

Career progression within advertising is highly dependent on your skills and ability. The industry works on the basis of meritocracy and it is not uncommon for individuals to be at board level at the age of thirty.

The Careers Centre subscribes to 'Campaign', the leading weekly magazine for the advertising, media and communications industry. It brings the breaking campaigns, news, jobs, gossip and creative work each week, with dedicated pages of media news, comment and analysis in every issue. This resource can be found in the Information Room. Use 'Campaign' to research the industry and prepare for interviews in the sector. Employers will expect you to be able to talk about ads you think are particularly effective.


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Range of jobs

From any degree subject background, graduate entry into the industry is usually into one of the following roles:

  • Account Manager or Account Executive (also sometimes called account handler). Perhaps the most widely understood role, since executives literally ‘manage the account’. Role is to provide co-ordination, market knowledge and leadership.
  • Account Planner concentrates on developing strategic direction and relevance for the advertising idea.
  • Media Planner and Media Buyer organises campaigns to place the client’s advertisements where they will be seen by the largest audience at the lowest price.
  • The creative work in an agency is carried out by an Art Director and a Copywriter who generally work together as a team.

Complete the Diagonal Thinking Self Assessment Test to find out if you are a 'Diagonal Thinker'. If you are, you could be suited to the advertising and communications business. The test is free.

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How to get experience

Employers will want evidence of your interest and work experience is central to this. It's also an effective way of finding out whether the advertising sector is right for you. It's really important to develop relevant skills through university extra-curricular activities; employers are keen to know what clubs and societies you were involved in and what your role was in promoting these.

A number of advertising agencies offer internships/work experience opportunities, including:

This is by no means an exhaustive list, and, if you're unable to secure one of these competitive positions, consider making Speculative Applications and Networking to find opportunities. Unpaid work experience or work shadowing is not easy to get but is invaluable even if it's for a short time.

The Institute of Practitioners in Advertising), has a member agency list which is a good starting point when working out which agencies to approach for work experience.

  • The IPA also runs the highly respected IPA Summer School which offers undergraduates the opportunity to work in top agencies (some are marketing consultancies).

Recruitment Agencies:

There are two main recruitment agencies in the communications sector who help undergraduates and graduates to find work experience:

The following websites also include listings of internship opportunities:


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How to find a job

If you're going to be successful and enter the advertising industry you must be able to demonstrate that you really understand what the work involves. Make sure you can comment on recent advertising campaigns. It doesn't matter whether you like the ad or not, or whether you buy the product. What matters is that you should be able to prove that you've thought critically and intelligently about the campaign. Take a look at agency websites, see what clients they have, watch the ads and make sure you have a view on them. Make sure your application is tailored to each agency. If you can, show you have some insight about what makes them different - or what accounts they have - they are likely to be impressed. Don't be 'wacky' unless you're sure you can carry it off.

Working in Sales Promotion or Direct Marketing companies could also offer good initial experience. Learning basic office skills will also be helpful.

To start your job search

  • Find out more about the advertising sector and search for jobs on the Prospects website.
  • Read 'Campaign', the weekly industry journal (available at the Careers Centre).
  • Hear recent graduates talking about a career in advertising on the IPA website
  • Keep up-to-date with the advertising industry on the IPA Gradvantage blog. Recently, they uploaded lists of closing dates for graduate recruitment schemes in Advertising. Definitely worth a look. "Like" them on FB to get updated automatically.
  • Talk to someone doing the job. Use any contacts you have to visit an agency or talk to individuals. Use the Careers Alumni Network- a database of St Andrews graduates who have volunteered to offer careers information to existing students.
  • Don't underestimate the value of making Speculative Applications to ad agencies.
  • Get into Advertising - workshops - Andrea Neidle (advertising lecturer, consultant, copywriter and author) runs regular workshops to help find a job in advertising.

Graduate Training Schemes

A number of advertising agencies offer graduate training schemes, including:

Many of these agencies advertise their vacancies on the Careers Centre Job Search database, so it's worth searching this page to see what's new.

Jobs online

The following websites publicise vacancies in the advertising sector:


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Key Links and Resources

Careers Centre resources

For reference:

  • 'Campaign', the leading weekly magazine for the advertising, media and communications industry. It brings the breaking campaigns, news, jobs, gossip and creative work each week, with dedicated pages of media news, comment and analysis in every issue.

Books:

  • Book 0506 - careers in the creative industries
  • How to Get into Advertising
  • Ogilvy on Advertising
  • The A List - a guide to who's who in media, marketing and advertising
  • The Little Book of Growth (IPA)
  • Global Power List 2010 - the definitive guide to world influencers in media, marketing and advertising

Online

  • Careers Alumni Network- a database of St Andrews graduates who have volunteered to offer careers information to existing students. There are currently a number of individuals from the advertising industry on the CAN.
  • The Careers Centre subscribes to 'Going Global', a specialist website with information and job vacancies worldwide. To access Going Global login to the Careers Centre website and click on Going Global Database.

General advertising careers information


Professional Bodies, Trade Organisations & Journals/Magazines

USA


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