How To Get Work Experience In The Advertising Sector Darren Johnson Careers Adviser

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

∂ Advertising Sector Advertising Agency Public Relations Consultancy Market Research Agency The Media

∂ 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 1-8 Typical numbers applying for individual graduate schemes – ,250 ITS COMPETITIVE ! 20% fedback in 2011 work experience in an agency essential for graduate schemes Majority state related work experience essential

∂ What are recruiters seeking

∂ What Are Employers Seeking IPA Diagonal Thinking Test

∂ 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)

∂ Main Career Areas Account Manager Account Planners “Creatives” (copywriters /art directors) Media planners/buyers Research these roles:

∂ Account Executive /Manager Most Common Graduate Entry Area Bridge between the client and the agency Customer Relationship Skills Project Management Teamwork Persuasive Ability to cope under pressure to tight deadlines

∂ Account Planner Concerned 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.

∂ Copywriters Generally will need a portfolio Could be gained through extra-curricular activities at university Get it critiqued – charity NABS does this

∂ Media Planners Ability to sell/negotiate

∂ 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 Know where to look for vacancies

∂ 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 for the agency and relevant transferable skills, any specific sector related work experience already obtained Some of the larger agencies offer summer vacation placements AND……

∂ IPA Ad School weeks work experience Either in client service/planning or creative 2 nd July – 24 th August Travel expenses paid (Zone 1 and 2, London) paid £800 provided at the end Deadline 30 th March

∂ Sources of 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)

∂ Recruitment Agencies:

∂ 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?

∂ 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 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

∂ Keep informed of current issues in the sector -

∂ Don't be put off by the competition -