1. How To Get A Career In Advertising
Darren Johnson
Careers Adviser

2. 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

3. 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 – ,250 ITS COMPETITIVE !

4. 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

5. Main Career Areas Account Executive - Account Planners/Managers
Media planners/buyers
“Creatives” (copywriters /art directors)
Research these roles:

6. Account Executive Most Common Graduate Entry Area
Customer Relationship Skills Project Management Teamwork Persuasive Ability to cope under pressure to tight deadlines

7. Copy Writers 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

8. 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)

9. Test Yourself On Suitability For Advertising Careers
IPA Diagonal Thinking Test

10. 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

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

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

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

14. 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)

15. 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?

16. 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

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

18. Sources of Vacancies www.ipa.co.uk
Recruitment Agencies:

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

20. Keep informed of current issues in the sector - http://www