How to get a career in advertising
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How To Get A Career In Advertising. Darren Johnson Careers Adviser. 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 . I.P.A .

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How To Get A Career In Advertising

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How to get a career in advertising

How To Get A Career In Advertising

Darren Johnson

Careers Adviser


Areas covered

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


I p a

I.P.A

  • Institute of Practitioners in Advertising

  • -represent top 250 advertising agencies in U.K

  • 19,000 staff working in member agencies – approx 700 graduates hired each year

  • Typical vacancies per agency 1-8

  • Typical numbers applying for individual graduate schemes – 750- 1,250

  • ITS COMPETITIVE !


The economic situation effects on graduate recruitment future outlook

The economic situation – effects on graduate recruitment - future outlook

IPA – 2009 graduate intake was 1.3% of all new

vacancies compared to 3.8% in 2008*

Future – slow growth emerging this year with

the large agencies such as Publicis

* Campaign article 2010


Main career areas

Main Career Areas

  • Account Executive -

    Account Planners/Managers

  • Media planners/buyers

  • “Creatives” (copywriters /art directors)

    Research these roles:

  • www.ipa.co.uk

  • www.adassoc.org.uk

  • www.prospects.ac.uk


Account executive most common graduate entry area

Account Executive Most Common Graduate Entry Area

  • Customer Relationship Skills

  • Project Management

  • Teamwork

  • Persuasive

  • Ability to cope under pressure to tight deadlines


Copy writers

Copy Writers

  • Generally will need a portfolio

  • Could be gained through extra-curricular activities at university

  • Get it critiqued – charity NABS does this

    http://www.nabs.org.uk/career_management.m

    www.creativecircle.co.uk – occasionally run

    workshops for potential copywriters


What are recruiters seeking in potential new recruits

What are recruiters seeking in potential new recruits

  • Passion for wanting to work for the agency

  • Understanding 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 and physical energy levels

  • Creativity/Imagination

  • Well organised

  • Attention to Detail

  • Resilient

  • Working under pressure

  • Business acumen (commercial awareness)


Test yourself on suitability for advertising careers

Test Yourself On Suitability For Advertising Careers

  • IPA Diagonal Thinking Test

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

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


How to maximise your chances of success

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


Get work experience

Get Work Experience

  • IPA has on-line directory of agencies to approach

  • Be prepared to make speculative applications

  • Requires targeted cover letter and CV


Consider related sectors

Consider related sectors

Examples

  • P.R

  • Market Research Agency

  • General media


Strategies for success

Strategies for Success

  • Don`t miss deadlines – majority of graduate schemes between now and mid November of final year of study.


Typical questions

Typical Questions

  • 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 are not wearing hats. Why?" (Ogilvy)

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

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


Typical questions1

Typical Questions

  • If 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?


Selection tests

Selection Tests

Some 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


Sources of vacancies

Sources of Vacancies

  • www.ipa.co.uk

  • www.dur.ac.uk/careers-advice/vacancies

  • http://www.arts.ac.uk/careers.htm

  • Recruitment Agencies:

  • www.pathfindersrecruitment.com


Http jobs brandrepublic com jobs graduate entry level

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


Keep informed of current issues in the sector http www brandrepublic com news

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


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