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Module 3 How To Find Work In
An Advertising Agency
In this module, well cover:
Strategies for finding work in an advertising agency
How to use lateral thinking to get your ‘foot in the door’
of an agency
How to create ‘speculative’ advertisements for your
portfolio
How to apply for industry-based training programs
How to cold-call and make appointments with
Creative Directors
How and where to network with ad agency executives
How to create your Portfolio
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Ten Ways To Get Work In An Advertising Agency Working in an advertising agency is rewarding and challenging. But for many people just
starting out, the challenge seems to be getting a foot in the door of the advertising agency.
There are many ways you can overcome that barrier and land a job at an advertising agency.
1. Apply for work experience at an advertising agency
Agencies look at work experience students as potential employees. If you have the
opportunity to take up this position, by all means, you should.
Once you’re in there, speak up and let the agency know you’re eager and willing to learn
about other aspects of the agency. The experience you gain is invaluable and could lead to a
permanent position.
To get a foot in the door, you’ll need to write a letter to the Managing Director asking if
you can spend a day or so in the agency. A week would be better but even if you get in for
just a day, it’s long enough to make contact with some key people and make your
intentions known.
Once you have made those contacts, you’ll need to keep in touch with them and keep
pestering them so that if and when a junior position comes up, you’ll be uppermost in their
mind.
It will take persistence and time but if you’re really serious about a job in an ad agency, you
will need to keep pestering until you get what you want.
Once you have spent a few days in an agency, you can then list that experience on your
resume. When you try to seek more work experience at another agency, it will be noticed
that you already have some experience so your chances of getting in will be better.
2. Take an entry level position
The advertising industry is hugely competitive and demand for jobs outstrips supply by a
long shot. So you need to think laterally about how to get your foot in the door.
If you’re completely inexperienced but have some basic office skills, you may like to
consider getting in the door as the receptionist, secretary, personal assistant, media
assistant, production junior or mail room guy (they almost always seem to be guys!).
If you have more advanced experience, you could consider a marketing coordinator role or
something similar.
When it comes to hiring people, agencies tend to look within their own ranks before they
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seek outsiders. If you take up this strategy, don’t be backwards in coming forwards about
your ambition to move into the Creative Department as a junior copywriter. They can’t
read your mind so you need to let them know what you want.
What’s more, whilst you’re paying your dues at the reception desk, you could offer to
proof copy or take on boring copy jobs that no one wants to do (there’s always a few
briefs hanging around that no one wants to work on).
You’ll win kudos for enthusiasm and brownie points for taking on a brief no one wants. You’ll
also get to learn how an agency works and what qualities they seek in a copywriter.
The trade journals B and T and AdNews both contain listings for all jobs related to media
and the ad agency industry. You won’t see these jobs advertised anywhere else so if
you’re serious about working in the industry, you’ll need to access these journals. Most
large newsagencies have them or your local library may stock them.
3. Volunteer at community TV and radio stations
These organisations run on the smell of an oily rag so they will appreciate any volunteer
help. They need to write and produce their own ads so this is an ideal opportunity for you
to help out and learn the ropes from the ground up. You can then put whatever work you
create on your showreel (a showreel is a video/DVD featuring a compilation of all your
work).
4. Invest in a training course
Invest in yourself. Some people have a natural affinity for words and word play, but you’ll
still need to learn the basics of how an ad agency works. You’ve already invested in this
course so you’re streets ahead of many who try to pick it up as they go.
There are other avenues you can take that can fast-track you to working in an ad agency.
One of them is to apply for Award School. See www.awardonline.com.
This is an industry-based training program that runs for about 12 weeks. Entry is by
selection only and you will need to submit a portfolio to apply. It is quite expensive
(around $1500) but the advantage is you get to meet copywriters and Creative Directors
from the agencies. It’s a great networking opportunity.
But be warned — they don’t teach you how to write ads, nor do they
teach you the nuts and bolts of advertising. What they do offer is the
chance to receive feedback on work that you create each week, as well
as hear industry specialists speak on certain topics.
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5. Cold call
You’ve got to have courage in this industry; courage to pick up the
phone and ring the Creative Director and ask to see them for 15
minutes. That’s all you need. Just 15 minutes to introduce yourself,
show them your Portfolio and let them know you’re eager to work for
them.
Do your homework so you know what clients they have, whether
they’ve just won or lost a big account, whether the Creative Director is
new at the agency or an old hand, whether they’ve just won an award
etc. They’ll be impressed with your diligence which counts for a lot.
If you don’t want to cold call, send a letter first and follow up with a
phone-call. You’ll have to ensure your letter is brilliantly written as this
will indicate to them whether you have promise or not, or else they will
just ignore you when you do follow-up with a call.
6. Network
It’s no secret that advertising thrives on nepotism. Instead of
complaining about it, use it. Find out where the agency types drink
on a Friday night. Attend an industry function (find out about them
through B & T and Ad News trade journals). Go to their Award
Ceremonies. There are lots of ways to put yourself in front of them.
Mostly they hire people they like so strike up a conversation and
then ask for help. They know what it’s like to break into the industry
and most are very keen to help nurture the next wave of writers. The
industry is very generous in that way, so don’t be afraid to ask for
help.
7. Work in an allied industry
Magazines, newspapers and television and radio stations employ
hordes of sales representatives, so why not take on a role as a sales
rep? You’ll get to earn an income, learn how advertising works as well
as meet the agency staff and build relationships. When the time is
right, you can ask for a job and you’ll be well placed to get it as they’ll
already know you and you’ll already have had some experience in the
industry.
Don’t forget that you’re in this for the long haul so if you have to bide
your time in a not-so-ideal job, so be it! It won’t last forever and it’s a
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step in the right direction. Keep your focus on the long-range plan and
do what you have to do to get your foot in the door because once
you’re in, you’re in. People move between agencies regularly and
there’ll always be work for good writers no matter how dire the
economy.
8. Exude passion
When you do eventually meet up with a Creative Director either in the
office, at the pub or at a function, don’t be cool and blasé about your
ambitions. Demonstrate to them how keen you are to start work and
tell them directly how much you want it. You may feel silly being so
overtly enthusiastic, but they’ve got lots of people to choose from and
they want the people who aren’t afraid to ask for what they want. So
let them know how badly you want this.
Even in this day and age of hustle and bustle, employers are
excited to see someone with genuine passion and enthusiasm.
People with a lot of experience have still been beaten out of the
job by someone with less experience but a lot of heart.
9. Create a great portfolio
If you are serious about working in an advertising agency, you
absolutely must compile a portfolio.
Here are 10 Tips to a Perfect Portfolio
1. Buy a portfolio case
You can find a standard black portfolio case for about $30 - $50 from your local office
supplies store or an art supply shop. They come in several different sizes but start with
an A3 sized case. Label it clearly with your full name and contact details.
Your portfolio case may come with some starter pages. These pages are protective
plastic over a black page.
2. Purchase extra portfolio pages
Purchase a small pack of additional portfolio pages so you don’t have to worry about
running out. You never know when you’ll need to add a new writing sample in a pinch
and you don’t want to be without some extra pages.
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3. Add your resume
Your resume should be the first page of your portfolio. Even though you’ll send your
resume to potential employees or clients, you’ll still want your resume in your
portfolio. You could be one of hundreds of prospects so it never hurts to reintroduce
yourself and your qualification with the first page of your portfolio.
4. Decide on your best writing samples
Even if you don’t have many writing samples to your credit, you’ll need to pick out
your best work for your portfolio. Don’t be afraid of using text on paper as some of
your writing samples. Many times, copywriters have a great project they’ve finished
but the project is still in production and hasn’t gone to print yet. You don’t have that
full-colour brochure or that glossy print ad to put in your portfolio but you’ll want to
show off your copy so you can land the next assignment.
This is also a similar case for the budding copywriter who has no official samples to
showcase at all. You can create speculative advertisements, which are ads you’ve
created on your own
If you don’t have a client, just find a bad ad (there’s plenty of them) and rewrite it
from scratch. Place the old ad and your re-worked ad side by side and that will count
as a piece for your Portfolio. In other words, you can write an ad for a major company
with your own style, label it as a SPEC AD and industry pros automatically know you’re
showing your ability to write without you trying to mislead them into thinking you
really wrote that Nike ad, for example.
This is a great way to show your talent because you get the chance to write for a
product of your own choosing. In the real world, you don’t have much choice to what
accounts you work on, so this is your chance to shine. Choose the work that best
shows your copywriting talent, even if it is simple text on a piece of paper.
5. Create divider sections
Let’s say you’ve got three TV commercials, four samples of print (both brochures and
print ads) and three samples of website copy you want to include in your portfolio.
Create divider sections to help your work stand out and not get lost in the clutter.
In our example here, we would create a divider page with a heading for TV
Commercials, one for Print and then another for Web (or Internet). Remember,
copywriting is a creative talent so don’t be afraid to get creative with your own
portfolio.
Don’t think your text ad isn’t worth putting in your portfolio. You can dress up these
ads and make them every bit as appealing as a full-colour ad.
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Remember, employers are viewing your copywriting portfolio are looking at your
ability to write. They’re not hiring a graphic designer so don’t try to pretend you are
one by wasting all of your time designing a mock-up ad so that your copy looks more
finalised. Even seasoned copywriters put their best work in their portfolio and that
doesn’t always mean they have the final printed version of the material so they use
plain text on paper.
6. Dress up those text ads
To dress up those plain text ads, print them on professional-quality paper. This is the
same type of paper you would use to print a resume on.
To really make that text ad stand out, buy a decorative background paper and offset
the two by about an inch. Your sample can look great with just a little extra effort.
See the module on Presenting Work To Clients for more information on how to lay
copy out on the page.
7. Arrange ads for easy access
Don’t glue your work onto the black portfolio pages as Creative Directors will want to
take the pieces out and have a look.
8. Change your portfolio
Never be afraid to adapt your portfolio’s pages to a client or employer’s specific
needs. If you’re interviewing for an agency position that exclusively handles direct
mail, load your portfolio up with direct mail samples. Be selective.
9. Take extra resumes
You never know when you might need them so always keep duplicates on hand.
10. Keep your portfolio with you
Try to avoid your portfolio with agency people no matter how much you want the
position.
Once your portfolio is out of your hands, you have no idea how it’s going to be
handled. Portfolio cases can easily get damaged and even lost in an office. You don’t
want your portfolio to end up stuffed in someone’s inbox with papers all over it while
it also serves as a coaster for morning coffee.
You have a couple of options so you don’t offend anyone. You can say you would love
to schedule another appointment to show your portfolio. Or you can even say you’ll
be happy to fax over a copy of your portfolio, which is basically a black and white copy
of all of the materials you’ve shown in your portfolio. If you feel you’ll lose out on the
job if you don’t leave the portfolio, then of course, leave it, but try not to make a habit
of it or you will lose it, and with it, your career opportunities.
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Assignments for Module 3
Task 1: Apply for a job in an Advertising Agency
Your Objective
To apply for a job as a junior copywriter or in an entry-level position in an ad agency.
Step 1
Buy or borrow the industry trade journals. Ad News and B & T are the
two most popular. You can get these at large newsagents or a well-
stocked library.
Step 2
Turn to the back pages for junior copywriting jobs and other allied jobs.
Step 3
a) Ring up the Recruitment Agency or the agency direct and ask them
about the jobs on offer.
b) Write your resume. Click on www.seek.com.au for tips on how to
write an effective resume.
c) Widen your net to apply for jobs within an ad agency such as:
• Receptionist
• Mail room person
• Personal assistant
• Marketing coordinator
• Proofreader
Step 4
Create your portfolio
If you don’t have a portfolio yet, get started with the assignments listed in
this course so you have some work to show.
Or choose some bad ads, honour them and put them in your portfolio.
Look at some of the ads overleaf. They are real ads and not particularly
good. They are ripe for a creative overhaul. Use these as a starting point to
generate some speculative ads for your portfolio.
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Step 5
Apply to enter Award School. Log on at: www.awardonline.com
• Get online and find out what their entry requirements are.
• You must submit a portfolio and you will be selected based on the
quality of the work in your portfolio. Once you’ve attended Award,
you’ll have a substantial Portfolio of work to show prospective
employers, plus you’ll have met many executives working in
agencies who may be able to assist you with work experience or
even a job.
Step 6
Cold Call
a) Make a list of ad agencies in your area.
b) Ring them up and find out the name of the Creative Director.
c) Ring the Creative Director up and ask to meet with him/her for 15
minutes, or write a letter asking for a brief meeting.
d) Prepare a plan of action – ask for one of the following:
• For one weeks’ work experience in the agency
• To work on old briefs
• To be considered should any junior positions come up
• To meet up with them in 6 months’ time when you have
more experience
If the first request fails, revert to the next best option. They have to say yes
to one of them, even if it’s just out of pity for you. But who cares so long as
you meet your objective?
Summary
Just keep going.
If one path shuts, take the next one. Try a new strategy. Make another
call.
Persistence is the key.
If it was easy, everyone would be doing it. It’s not easy, but that’s why it’s
such a great industry. It attracts eccentric people with passion, fire and
enthusiasm and that’s why you probably want to be a part of it.
Go for it!
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Assignments for Module 3
Task 2: Creative Brief Concepts
Below are a series of Creative Briefs. These are the types of briefs that you could easily be given
if you worked in an advertising agency.
Choose as many briefs as you like to work on and follow the instructions listed on the brief as
to what to create.
Note: These ads require minimal copy. Focus on creating a headline and main image as the
main tasks for each brief.
You should come up with a minimum of 10 ideas, even 20, before moving onto the next brief.
When you have a series of concepts to work with, start showing them to colleagues, friends,
relatives and see which ads get a response. You’ll know instantly which ones are working and
which aren’t.
Cull your 10 ideas down to three and work them up, i.e. create a layout, and put them in your
portfolio.
These ‘high concept’ advertisements are exactly what Creative Directors are looking to see in
your portfolio.
If you are serious about getting work in an advertising agency, you should spend some time on
creating a series of concepts for these briefs, finding a student art director to work with, and
drawing them up so that they can go in your portfolio.
OUTDOOR Product:
Danny’s Family Restaurant
Media:
24 sheet posters or supersites
Target Audience:
Hungry blokes who want good value and variety in a restaurant
Single-minded proposition:
Eat more at Danny’s
Background/proof of proposition:
Danny’s serves good quality, great value steak, seafood, Asian, salads and desserts in an all-you-can-eat buffet. It’s open 7 days.
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TV CAMPAIGN Product:
Federal Express
Media:
3 TVCs (TV commercials) – 15 or 30 seconds in length
Target Audience:
Office workers who send packages overseas and interstate
Single-minded proposition:
Get it there faster
Background/proof of proposition:
Fedex is the international express courier that is faster, more careful and more efficient than DHL, TNT or Australian Air Express. Regardless of its destination, your package will arrive sooner and in better shape with Fedex
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TVC Product:
Smart Car
Media:
1 x 30 second TVC
Target Audience:
Women 21-30 buying their first new car
Single-minded proposition:
You can fit it anywhere
Background/proof of proposition:
You can fit two Smart Cars in a parking spot. None of the other compact cars on the market are as small as the Smart. Engineered by Mercedes Benz, the 3-cylinder rear-mounted engine with turbocharger and charge air cooler weighs only 59 kg. That means ample power, low fuel consumption and low emissions. There are 30 colour combinations to choose from, and the panels are dent-proof.
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PRINT CAMPAIGN Product:
Rogaine
Media:
Magazine campaign 3 print ads, full page or smaller
Target Audience:
Men who are losing their hair
Single-minded proposition:
Hold on to the hair you’ve got left
Background/proof of proposition:
By applying Rogaine at the first sign of hair loss, you have a better chance of holding on to more of your hair. Rogaine is the number one treatment for hair loss recommended by dermatologists
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PRINT - MAGAZINE Product:
AdNews magazine
Media:
Magazine – full page colour
Target Audience:
Advertising, marketing and media professionals
Single-minded proposition:
AdNews readers know more
Background/proof of proposition:
AdNews is Australia’s leading advertising, marketing and media magazine. It provides market intelligence for readers by publishing breaking news, analyzing current affairs, showcasing creative work, identifying trends, and analyzing the issues facing its readers. This inside knowledge gives readers an advantage over those who don’t read AdNews
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PRESS / NEWSPAPER Product:
Citibank Photocard
Media:
Newspapers – full page
Target Audience:
Wealthy men and women 50+
Single-minded proposition:
No credit card has better security
Background/proof of proposition:
Higher-limit credit cards demand extra security. Citibank Photocard has your photo embedded into it, so it’s impossible for thieves to use it and you’re protected against theft or loss
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POSTERS Product:
V Energy Drink
Media:
24 sheet posters (the largest billboard you can get)
Target Audience:
Guys and girls aged 18-24
Single-minded proposition:
V keeps you going for longer
Background/proof of proposition:
V is Australia’s most popular energy drink. It contains guarana and caffeine, and it’s for active people who need a refreshing energy boost to keep up with their lifestyle. It’s sold in convenience stores and supermarkets, and comes in a distinctive 250mL green can.
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AMBIENT Product:
Dreamworld’s ‘The Claw’ ride
Media:
Ambient – on the road, on the side of a building, on street lights, anywhere but conventional media sites
Target Audience:
School leavers and families heading to the Gold Coast for the summer holidays
Single-minded proposition:
There’s nothing scarier than The Claw
Background/proof of proposition:
Dreamworld is a theme park on Queensland’s Gold Coast, and The Claw is Dreamworld’s newest ride. Swinging you nine stories into the air at 64km an hour, The Claw is the ultimate adrenaline rush
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TOPICAL ADVERTISING Product:
V Drink Citibank secure credit cards AdNews Rogaine Smart Car Fedex Danny’s Family Restaurant Dreamworld’s ‘The Claw’ ride
Media:
Newspaper – full page
Single-minded proposition:
There’s no proposition. Create a topical ad for one of the above clients
Background/proof of proposition:
Topical ads are usually based on a well-known current news story (war, finance, political scandal) or a seasonal calendar event (Christmas, Easter, Valentine’s Day, Spring, Summer, Daylight Savings etc.)
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