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 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 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 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 Customer Relationship Skills Project Management Teamwork Persuasive Ability to cope under pressure to tight deadlines

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

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 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 IPA has on-line directory of agencies to approach Be prepared to make speculative applications Requires targeted cover letter and CV

Consider related sectors Examples P.R Market Research Agency General media

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

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 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

Example – AMV BBDO Agency – note the offer of an Open Day and just need to e-mail interest. Note the very early deadline also !

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

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