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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 .
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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) 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 www.creativecircle.co.uk – occasionally run 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/
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/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
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" • 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
Sources of Vacancies • www.ipa.co.uk • www.dur.ac.uk/careers-advice/vacancies • http://www.arts.ac.uk/careers.htm • Recruitment Agencies: • www.pathfindersrecruitment.com
Keep informed of current issues in the sector - http://www.brandrepublic.com/news/