How to get ahead in Advertising...

Advertising is one area where you can really say that creativity and business walk happily hand in hand. Business realises that without that killer ad to make them stand out from the crowd their amazing product won't outsell the rest. Advertising realises that ensuring that the products get to the right audience is just as important as coming up with a great slogan (imagine coming up with "Just do it!")

It's one of the sought after careers. No surprise there.

But there are a variety of different types of roles in advertising - and getting in requires a different approach for each.

Account management and account planning
These two are the roles that you can see advertised at the university career centre. The most common routes into advertising. Both of these roles are business roles, the management of creatives, the clients, budgets! You are the person who makes sure the ads get made on time or get placed in the right medium - tv, cinema, radio or print.

Account managers -
You manage all areas of the advertising process to get the best for your clients. You'll be project managing the creatives, getting the meetings arranged, keeping everything to budget and making sure the ad gets made!

Account planner -
You're the mastermind behind the advertising strategy. You'll really understand how your client's business works, who their clients are and what they need from the products which are being advertised. By understanding what tv they watch, what they like to do and why they want the product you'll be able to put together a strategy that means that the ads the account managers get made actually work.

Getting in
If you are applying for a big firm such as BMP DDB you'll have to be a graduate. But not just that you'll need to show you're a team player because you'll be working within teams constantly, and it will help if you have had some positions of responsibility too.

I know I bang on about this but get some work experience! There are likely to be some companies local to you who will be happy to offer you work experience during the holidays. Just send them a letter explaining that you would like to work in advertising any other relevant interests, what you are studying and the dates you are free. Look up likely candidates in the local papers.

Watch advertisements -
What's your favourite ad and why? Who do you think certain ads are pitched at and what message do they convey? Sit down and make notes! It will help you remember your brilliant ideas if you get an interview.

Media buyer
Once someone has planned it, someone has to make sure the right space and time in the media gets bought and at the right price. When you see and advert for holidays in the middle of a comedy about a group of people going abroad together you know that some clever media buying has gone on.

Getting in
Goes without saying that negotiating skills and business skills are all important here! Most people come in through sales experience, usually telesales, a job that you can see advertised throughout the national papers. They then use that knowledge of what can be bought and become buyers!

Alternatively you can send

Advertising copywriter
These are the people who come up with immortal lines like "Don't run. Walk man!" and "You only get an ooo with Typhoo." You'll work with the image
The routes into this aren't so defined. YOu don't have to have a degree, you don't have to join a company and get trained. This is a job you could do freelance.

Getting in
There aren't really any minimum qualifications needed to get into this area. But the one thing an ad agency will want to see is your 'book', or portfolio. If you don't have one, the best thing to do is create one of your own. Think of ad campaigns that already exist and improve on them. Think of some difficult-to-sell items (say, surgical stockings) and give them your own special spin.

You'll have to send off your cv to companies you'd like to work for and follow that up with a call. Try to get in and see people, that way you will be able to show them your portfolio. It may take some time but keep persevering and don't stop updating your "book".

Once you get in you'll get great training, after all, the agencies want to get the best from you.

Advertising Art Director
The customer tells you what they want, you brainstorm with some other ideas people (writers, designers), then produce sketches known as ‘storyboards’ (TV) or ‘roughs’ (print) to sell the idea to the agency’s account team and the client.

Once you get the green light, you oversee production of the finished piece, commissioning artists, filmmakers and photographers to get that look. You'll be working closely with advertising copywriters and account execs.

Getting in
These aren't usually the kind of jobs that are advertised. You'll have to get out there and send out your cv. There are 800 agencies in the UK so there's no shortage of opportunity, but you do have to push yourself forward. Write to local agencies and ask to show them your work, once you have something to show, move on to larger agencies and take it from there.

You'll need to demonstrate your creativity artistically whether it's short films or print design - so prime your portfolio with lots of interesting stuff. Practise making or remaking ads. You'll need to be able to take control of a project and be a self-starter and being able to work under pressure is useful too! Pressure of time and pressure to be creative when people are hassling you and talking about money and other creative irrelevancies!

Advertise yourself
The high-flying hard working world of advertising awaits and remember - you're your own best product so advertise yourself well

• Get work experience or prepare a "book" of your work
• Make sure your CV is well structured, designed and accurate! Check out our CV Sorcerer for ways to make the most of your experience.
• Watch adverts and be prepared to back up opinions you've got on them.
• Be positive and enthusiastic
• It's competitive but if you have the creative or business skills you can definitely do it! So remain positive.

by Katie Streten