CAREERS IN ADVERTISING Resource Pack

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1 Resource Pack how does advertising work? Advertising agencies come in many different shpaes and sizes. They work with many a wide range of clients (businesses, government agencies, charities and many more) to provide them with the ideas and services to help build their brand and reputation in the most creative way possible. In association with: In the past this might involve creating and placing an advert in the press, on TV, radio or outdoor, a sponsorship deal or PR activity such as sending out a press release or staging a publicity stunt. While this still happens, today digital technology has created new ways to communicate with audiences and agencies now need to use these as well. Agency services have expanded to include everything from blogger outreach programmes to pay-per-click adverts, social media activity and branded digital content. What jobs can I do in advertising? The world of advertising has a wide range of job roles perfect for people with a wide range of different skills. PLAN - Linear brain Are you good with numbers with an analytical brain? You might be good for these jobs: Media Planning Data Analytics Strategy Insights CREATE Lateral brain Obviously, advertising needs creative people who have an inventive minds. These jobs could be for you: Web Design Content Coding Graphic Design DO Diagonal brain Are you a practical person? Can you make things happen? Then advertising also needs you for these jobs: Client service Project management Marketing Account Management

2 Who are the IPA? The IPA is the professional body for advertising, media and marketing communications agencies in the UK. Basically if you want to in these fields you need to get to know the IPA and their work. They provide support services to 300 agency members who are the major players in a UK media and marketing industry worth a massive 16.7bn. They also act as the spokespeople for the industry. Who better for us to ask for some insights and tips on getting a job in advertising. Unlike some other job types the advertising industry has many open and exciting opportunities for young people just out of school or college.

3 Apprenticeships in Advertising: There are four main apprenticeship qualifications available in advertising, PR and marketing: The Advanced Apprenticeship in Creative and Digital Media is aimed at learners who are interested in developing a new set of skills needed by Creative Industries employers: a fusion of creativity, technology and business. Advanced Apprenticeship in Marketing (Digital) The Advanced Apprenticeship in Marketing covers all aspects of marketing with a strong emphasis on the developments afforded by digital platforms and the use of data to drive market penetration. Higher Apprenticeship in Advertising & Marketing Communications This aims to make apprentices ready for work, giving them all the skills to work across the industry, with job specific content for those who may be working in larger agencies and specialising in certain roles such as Creative, Creative Services, Client Services and Account Management. Higher Apprenticeship in Public Relations This Apprenticeship provides a foundation in PR for new entrants and existing workers in the PR profession and is suitable for a variety of PR roles, including PR Assistant, Account Executive/Account Coordinator, Press Officer and Digital Communications Officer. FIND OUT MORE:

4 say... As an industry we lend ourselves out to younger people. It s not like medicine or accountancy or law where you need to have a certain academic background. It is an industry that is ideas based and no one really cares where that idea comes from and it drives on innovation. We want people from various backgrounds as well, and want to engage with them Creative Pioneers Challenge There are over 100 advertising and digital marketing apprenticeships available at more than 50 of the UK s best creative businesses. Creative Pioneers, the social enterprise led by national trade association and the IPA, have a yearly search for creative talent open to school and college leaders aged 16-24, with no higher qualifications than A-level or equivalent. In 2014 there are month paid apprenticeships at a range of advertising, creative and digital companies in Birmingham, Bristol, London and Manchester. The competition launches in March to coincide with National Apprenticeship Week. FIND OUT MORE: For more careers advice visit the IPA s new careers website AdMission: Powered by: Supported by:

5 Apprentice Case Study In association with: Jack Ewing Creative Pioneer Class of 2013 I found out about the Creative Pioneers scheme through my Sixth Form College and I saw that when applying for a Level 4 Marketing and Communications (Advertising) Apprenticeship, the process was incredibly helpful and informative; detailing what the role entailed and offering an interesting and encouraging application process. Sitting within the client services team, my role as an Account Executive, plays a big part in helping a vital area of the business in to the day to day running of an advertising agency. The apprenticeship itself has enabled me to learn about the world of work whilst also studying to improve my career. This, coupled with opportunities to progress further, offers the perfect mix for lots of young people, who have, for example decided not to pursue University or are perhaps struggling to get their foot in the door. The cliché of earn while you learn really is applicable here and there is no disputing how much of a brilliant opportunity an apprenticeship is the chance to experience the world of work whilst also learning what it means to be a valuable part of an organisation, really cannot be overlooked.

6 Apprentice Case Study Creative Pioneers Apprentice Case Study In association with: Jon Mulligan Creative Pioneer Class of 2012, Bray Leino I found my placement with Bray Leino through the Creative Pioneers Challenge after my brother spotted an advert in The Metro. Following my application, a friendly, informal interview session pared me up with the company which was most suited to my skill-set and aspirations. As an apprentice, I took part in the Level 3 Creative and Digital Media course in which I attended off-site training days with other apprentices from the local area. These sessions covered a variety of relevant topics including graphic design, video production and photography, awarding me with a widely recognised qualification whilst broadening my knowledge of the industry as a whole. Since completing my Apprenticeship in 2013, I have been taken on as a full-time Digital Developer, building both Websites and Mobile Applications for clients and internal teams. As with any job in the creative industry, I will continue to learn new skills and adapt to modern trends and practices. Many jobs in the creative industry require some form of experience which can be hard to gain if you re just starting out - apprenticeships offer this experience whilst teaching you the relevant skills. I would highly recommend an apprenticeship to anyone who is looking at entering the creative industry; having the support of a real-world company can give you a good experience advantage over others.

7 Tips for getting a job In association with: You re looking for a career in advertising, but need a bit of help. Here are some top tips from the experts at IPA about how to get your dream position on advertising. Show your skills Make sure that you have something real and tangible to show people your skills and passion, whether it is a great blog, a Youtube Channel or online image gallery. Show that what you say is backed up with some work. Send speculative applications Even if an agency isn t looking for someone right now, it is still worth sending speculative applications. Vacancies or internships may become available soon. Get work experience Doing a work placement or internship at an agency will give you hands on experience of what a job there entails and also give you valuable contacts for the future. Network your knowledge Use your time on social media to display your knowledge of advertising and how your skills fit into it. Follow people in the industry and share their posts with your own comments, show what you are doing yourself. Use networks like LinkedIn and Twitter to improve your profile and make yourself a top candidate. Consider a creative CV The advertising industry is increasingly digital, so why not think of creative ways to display your CV to employers. People are snapping up jobs with creative video CVs or online presentations that help them stand apart from the rest. However, don t entirely replace your paper CV, have both, some employers will still need a traditional approach. Use LinkedIn and Twitter to improve your profile and make yourself a top candidate. For more advice and opportunities visit IPA s careers website at :

8 More useful resources Need more help with your careers choices, you can find a wealth of help and opportunities at the following places: Admission The IPA s website for young people looking for a career in advertising, media and marketing communications, packed with helpful guidance and advice. TM TheBigChoice.com student & graduate jobs TheBigChoice.com Find quality advice and opportunities in apprenticeships, part time jobs and training on this youth careers portal. School Leavers Guide This interactive app guide brings together expert advice, guidance on career steps and positions from top employers on tablets and smartphones. National Careers Service The official place for careers advice and information in the UK. National Apprenticeship Service Everything you need on apprenticeships and the best vacancies on offer.