A Career in Advertising

The job role

Working directly for an agency, Advertising Executives are responsible for creating successful campaigns according to the specific requirements of their clients.  They manage relationships with existing clients as well as being involved in new business development.

Advertising Executives need to ensure they have a good understanding of their clients’ industry sector, competitors and products/services in order to tailor the campaign appropriately.  They are responsible for the achievement of all budgets and deadlines, and for maintaining regular contact with clients throughout the campaign.  All campaigns must be closely monitored to gauge their level of success and accurate records of costs and hours worked must be kept to ensure that clients are billed correctly.

Relevant academic qualifications

Although specific qualifications are not necessarily essential, the competitive nature of the industry means that your chances of employment are improved with a better standard of education.  Relevant subjects to study at HND or degree level include:

• Advertising
• Marketing
• Media Studies
• Communication

Professional qualifications

Foundation Certificates and the Excellence Diploma are available through the Institute of Practitioners in Advertising (IPA) while the Communication Advertising and Marketing Education Foundation (CAM) offers a Diploma Course in Marketing Communications.

Skills requirements

Suitable candidates must be flexible, hard-working and dedicated to ensure that they are successful in this competitive industry, where it can be a requirement to work long hours during the campaign process.  Creativity is an essential quality combined with excellent communication skills and the ability to be a strong team player.

Career development

Some of the leading companies in the field of advertising include:

• WPP Group
• Saatchi & Saatchi
• M&C Saatchi
• Bartle Bogle Hegarty
• Aegis

Progression is commonly based on performance and there is the possibility to specialise in areas such as cable and digital television or Internet advertising.  Leading high-profile campaigns can result in being headhunted with the offer of increased salaries, and promotion can be to senior management or director level.

Advertising is an industry that presents the opportunity to work with international clients from a variety of sectors and can involve utilising a wide range of media to create innovative campaigns that result directly in substantial benefits for clients.