how to get a career in advertising

How To Get A Career In Advertising

Darren JohnsonCareers Adviser

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Areas Covered • Advertising Agencies – overview of graduate recruitment • Areas of Work• What do recruiters seek from applicants• Sourcing Work Experience• Graduate Schemes Timelines• Vacancy Sources

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I.P.A Institute of Practitioners in Advertising-represent top 250 advertising agencies in U.K Approx 19,000 staff working in member agencies – approx 700 graduates

hired each year Typical vacancies per agency 1-8Typical numbers applying for individual graduate schemes – 750 - 1,250 ITS COMPETITIVE !

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Main Career AreasAccount Manager Account Planners“Creatives” (copywriters /art directors)Media planners/buyers

Research these roles: www.ipa.co.ukwww.adassoc.org.ukwww.prospects.ac.uk

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Account Manager Most Common Graduate Entry Area

Customer Relationship Skills Project ManagementTeamworkPersuasiveAbility to cope under pressure to tight deadlines

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Account PlannerConcerned with research, analysis and strategic thinking

The Consumers representative at the agency

Ensure campaigns receive input from those at whom products/ads are focused at.

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Copywriters Generally will need a portfolioCould be gained through extra-curricular activities at university Get it critiqued – charity NABS does this http://www.nabs.org.uk/career_management.mwww.creativecircle.co.uk – occasionally runworkshops for potential copywriters

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What are recruiters seeking in potential new recruits

Passion for wanting to work for the agencyUnderstanding of what makes a good advertisement Creativity/Imagination Diagonal Thinking Ability to motivate, persuade and deal with a range of clients and team members High mental energy levelsWell organisedAttention to Detail Resilient Working under pressure Business acumen (commercial awareness)

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Test Yourself On Suitability For Advertising CareersIPA Diagonal Thinking Test

http://www.ipa.co.uk/Content/Diagonal-Thinking-Introduction

http://www.diagonalthinking.co.uk/

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How To Maximise Your Chances of Success Starting Points

Understand how Advertising Agencies operate as a creative business

Research agencies – find out typical clients/campaigns they have worked on which genuinely interest you

http://www.ipa.co.uk/AgencyList.aspx

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Get Work Experience

IPA has on-line directory of agencies to approach

On-line directory provides details of clients /achievements very useful for:

Speculative applications

Requires targeted cover letter and CV – demonstrate enthusiasm andrelevant transferable skills, any specific sector related work experiencealready obtained

Some of the larger agencies offer summer vacation /fellowship programmes i.e Ogilvy

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Consider related sectorsSome examplesP.RMarket Research AgencyGeneral media (including sales)

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Strategies for Success Don`t miss deadlines – majority of graduate schemes between now and

mid November of final year of study.

Summer vacation schemes usually open early January.

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Typical Questions Describe an advert that could have been brilliant, but wasn't. (M & C

Saatchi)

What makes a good advertising campaign? (Ogilvy)

Think of a photo of a group of men in the 1930's 1940's and even 1950's.They are all wearing hats. Imagine a group of men in the 1960's. They arenot wearing hats. Why?" (Ogilvy)

What is your favourite advertisement and why? (Grey, Ogilvy, TBWA)

What is your least favourite advertisement and why? (Grey, TBWA)

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Typical QuestionsIf you had 24 hours to live, how would you spend it?

List 10 things you could do with a coat hanger.

You awake from a coma after 15 years: what has changed?

You are in a totally white room: describe your surroundings without using the word "white"

What do you think this question should be?

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Selection TestsSome examples

Group Activity– Pitch design and cost an ad campaign. – Come up with a new product, name it and pitch it.

– Individual interviews: discuss a script for a new advertisement

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Sources of Vacancies www.ipa.co.ukwww.dur.ac.uk/careers/vacancieshttp://www.arts.ac.uk/careers.htm

Recruitment Agencies:www.pathfindersrecruitment.com

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Sources of Vacancies

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http://jobs.brandrepublic.com >jobs >graduate entry-level

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Keep informed of current issues in the sector - http://www.brandrepublic.com/news/