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 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 !

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

∂ Account Manager Most Common Graduate Entry Area 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 – occasionally run workshops for potential copywriters

∂ 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 energy levels Well organised Attention to Detail Resilient Working under pressure Business acumen (commercial awareness)

∂ Test Yourself On Suitability For Advertising Careers IPA Diagonal Thinking Test

∂ 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

∂ 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 and relevant transferable skills, any specific sector related work experience already obtained Some of the larger agencies offer summer vacation /fellowship programmes i.e Ogilvy

∂ Consider related sectors Some examples P.R Market Research Agency General 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.

∂ 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 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 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

∂ Sources of Vacancies Recruitment Agencies:

∂ Sources of Vacancies

∂ >jobs >graduate entry-level

∂ Keep informed of current issues in the sector -