Transcript How To Get A Career In Advertising

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)
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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
∂ run
www.creativecircle.co.uk – occasionally
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
Creativity/Imagination
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/
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How To Maximise Your Chances of
Success
Starting Points
Understand how Advertising Agencies operate
as a creative business
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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
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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.
∂
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"
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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.
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– Individual interviews: discuss a script for a new advertisement
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Sources of Vacancies
www.ipa.co.uk
www.dur.ac.uk/careers-advice/vacancies
http://www.arts.ac.uk/careers.htm
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Recruitment Agencies:
www.pathfindersrecruitment.com
http://jobs.brandrepublic.com
>jobs >graduate entry-level
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Keep informed of current issues in the sector http://www.brandrepublic.com/news/
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