Upload
shavonne-gardner
View
227
Download
0
Tags:
Embed Size (px)
Citation preview
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
Advertising Agency
Public RelationsConsultancy
Market Research 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
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 /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
∂
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/AgencyList.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
•2nd July – 24th August
•Travel expenses paid (Zone 1 and 2 , London) paid
•£800 provided at the end•Deadline 30th 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.
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
∂
Keep informed of current issues in the sector - http://www.brandrepublic.com/news/
∂
Don't be put off by the competition -