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How To Get Work Experience In The Advertising Sector

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 .

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How To Get Work Experience In The Advertising Sector

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

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

  3. Advertising Sector Market Research Agency Public Relations Consultancy Advertising Agency The Media

  4. 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

  5. What are recruiters seeking

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

  7. What Employers Seek • 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)

  8. 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

  9. Account Executive /ManagerMost 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

  10. 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.

  11. 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

  12. Media Planners • Ability to sell/negotiate

  13. 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 • Know where to look for vacancies

  14. 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……

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

  16. Sources of Vacancies

  17. 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)

  18. Recruitment Agencies: • www.pathfindersrecruitment.com

  19. 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?

  20. 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?

  21. 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

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

  23. Don't be put off by the competition -

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