how to get work experience in the advertising sector

How To Get Work Experience In The Advertising Sector

Darren JohnsonCareers Adviser

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Areas Covered

• Overview of the Advertising Sector • What Employers Seek • Strategy for CV/Applications/Interview • Work Experience – Vacancy Sources• Questions

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Advertising Sector

Advertising Agency

Public RelationsConsultancy

Market Research Agency

The Media

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I.P.A Institute of Practitioners in Advertising www.ipa.co.uk -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 !

20% fedback in 2011 work experience in an agency essential forgraduate schemes

Majority state related work experience essential

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What are recruiters seeking

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What Are Employers Seeking IPA Diagonal Thinking Test

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

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

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What Employers Seek Team Players Persuasive High mental energy levels Well organised Attention to Detail Resilient Working under pressure Understanding of what makes a good advertisement Business acumen (commercial awareness)

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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 Executive /ManagerMost Common Graduate Entry AreaBridge between the client and the agency 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.m

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Media PlannersAbility to sell/negotiate

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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

Know where to look for vacancies

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Getting 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/passion forthe agency and relevant transferable skills, any specific sector related workexperience already obtained

Some of the larger agencies offer summer vacation placements AND……

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IPA Ad School - www.ipa.co.uk/adschool

•8 weeks work experience

•Either in client service/planningor creative

•2nd July – 24th August

•Travel expenses paid (Zone 1 and 2 , London) paid

•£800 provided at the end•Deadline 30th March •

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Sources of Vacancies

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Sources of Vacancies www.ipa.co.ukhttp://creativeopportunities.arts.ac.uk/www.dur.ac.uk/careers/vacancies/

Also consider related area (PR/Marketing)

Publications In Careers Centre with Contacts for Speculative Applications:

• Campaign – The A list • Whos Who In Direct Marketing • Hollis Directory (mainly PR consultancies)

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Recruitment Agencies:www.pathfindersrecruitment.com

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

What makes a good advertising campaign?

What is your favourite advertisement and why?

What is your least favourite advertisement and why?

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

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Don't be put off by the competition -