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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

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
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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