How To Get Work Experience In The Advertising

How To Get Work Experience In The Advertising Sector Darren Johnson Careers Adviser

Areas Covered • • • Overview of the Advertising Sector What Employers Seek Strategy for CV/Applications/Interview ∂ Work Experience – Vacancy Sources Questions

Advertising Sector Market Research Agency Public Relations Consultancy ∂ Advertising Agency The Media

I. P. A Institute of Practitioners in Advertising www. ipa. co. uk -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 – 750 - 1, 250 ITS COMPETITIVE ! 20% fedback in 2011 work experience in an agency essential for graduate schemes Majority state related work experience essential

What are recruiters seeking ∂

What Are Employers Seeking IPA Diagonal Thinking Test http: //www. ipa. co. uk/Content/Diagonal-Thinking-Introduction http: //www. diagonalthinking. co. uk/ ∂

What Employers Seek ü ü ü ü ü Team Players Persuasive High mental energy levels ∂ Well organised Attention to Detail Resilient Working under pressure Understanding of what makes a good advertisement Business acumen (commercial awareness)

Main Career Areas Account Manager Account Planners “Creatives” (copywriters /art directors) Media planners/buyers ∂ Research these roles: www. ipa. co. uk www. adassoc. org. uk www. prospects. ac. uk

Account Executive /Manager Most Common Graduate Entry Area Bridge between the client and the agency 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 http: //www. nabs. org. uk/career_management. m ∂

Media Planners Ability to sell/negotiate ∂

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/Agency. List. aspx Know where to look for vacancies

Getting 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/passion for the agency and relevant transferable skills, any specific sector related work experience already obtained Some of the larger agencies offer summer vacation placements AND……

IPA Ad School - www. ipa. co. uk/adschool • 8 weeks work experience • Either in client service/planning or creative • 2 nd July – 24 th August • Travel expenses paid (Zone 1 and 2 , London) paid • £ 800 provided at the end • Deadline 30 th March • ∂

Sources of Vacancies ∂

Sources of Vacancies www. ipa. co. uk http: //creativeopportunities. arts. ac. uk/ www. dur. ac. uk/careers/vacancies/ Also consider related area (PR/Marketing) ∂ Publications In Careers Centre with Contacts for Speculative Applications: • • • Campaign – The A list Whos Who In Direct Marketing Hollis Directory (mainly PR consultancies)

Recruitment Agencies: www. pathfindersrecruitment. com ∂

Typical Questions Describe an advert that could have been brilliant, but wasn't. What makes a good advertising campaign? What is your favourite advertisement ∂and why? What is your least favourite advertisement and why?

Typical Questions If you had 24 hours to live, how would you spend it? List 10 things you could do with a coat hanger. ∂ what has changed? You awake from a coma after 15 years: 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

Keep informed of current issues in the sector http: //www. brandrepublic. com/news/ ∂

Don't be put off by the competition - ∂