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Tell me about it
There are many different specialisms within the world of advertising,
including:
· Account executives (also known as an account handlers),
who are the link between the agency and the client, preparing pitches
or presentations to win new business as well as servicing the needs
of existing clients. To do this, they plan, organise and monitor
advertising campaigns. Once they have received the brief from a
client they discuss with other agency staff what steps to take.
Account executives need to be familiar with the client's product,
business culture and the competition. Typically, they handle three
to four accounts at once.
· Advertising creatives in an advertising agency generally
work in a team with an art director. They start as a copywriter,
eventually going on to be a director. The scope of their work depends
on the size of the agency and its clients. They may write slogans
for posters and advertisements, text for leaflets and brochures,
and scripts or jingles for TV and radio.
The account executive and the client would normally decide the
campaign's core message. The copywriter would then find the most
effective way of communicating it,
receiving a brief from the account management team, giving background
information about the client, its products and the target audience.
Along with the art director, they consider the brief, rejecting
some ideas and developing others.
Entry level
There are no set qualifications, but advertising is fiercely competitive
and most entrants have at least A levels/H grades. A degree or HND
is often required by large agencies, while smaller agencies also
look for relevant work experience. For an account executive, a degree
in marketing could be particularly valuable. You could also study
on a postgraduate course.
There is no upper age limit for starting in this work, but in practice
80 per cent of advertising agency staff are under 40.
Making the grade
Most advertising executives train on the job, including shadowing
experienced staff. Some agencies offer an induction programme, and
larger agencies tend to have structured training programmes with
placements in different departments.
Account executives may enrol on a course run by the Institute of
Practitioners in Advertising (IPA), or take qualifications with
the Communication Advertising and Marketing Education Foundation
(CAM).
The Creative Circle and the Design and Art Directors Association
offer a range of seminars and workshops for practising creative
staff. It is also possible to take qualifications with CAM and the
IPA.
Career progression in advertising is based on experience and ability
but gaining relevant qualifications is an advantage. Experienced
advertising staff often set up small advertising agencies of their
own.
Personal qualities
As an account executive, you would need a real flair for business,
a smart appearance and a professional manner. You must be an effective
team leader and you must be skilled at handling budgets.
As a creative, you would need excellent creative writing skills,
especially the ability to express a message clearly, briefly and
persuasively. You would also have to be commercially aware, with
an understanding of your market and the ability to work well under
pressure.
Looking ahead
Advertising is a very popular career, and applicants outnumber vacancies
by ten to one. There is a tendency for creative and commercial functions
to merge, so you would improve your prospects if you can combine
imaginative flair with sound business sense. Agencies differ in
size and speciality and executives often seek promotion by moving
between agencies. With sufficient experience, you could start your
own business.
Alternative suggestions
Other possibilities on the business side include market
researcher, marketing manager or public
relations officer.
Other possibilities on the creative side might include artist/illustrator,
graphic designer, journalist
or photographer.
Take-home pay
Earnings differ greatly from one agency to another, with those based
in London tending to pay the most. As a graduate recruit, you could
expect to earn between £15,000 and £18,000. With experience
you could earn about £40,000, while the most senior posts
pay £100,000 plus.
Effects
Copywriters work long, irregular and unsocial hours, Monday to Friday,
although deadlines and workload can also lead to weekend work. Some
agencies have flexible working hours on the understanding that staff
will work late when deadlines demand it.
Sources of information
Advertising Association: www.adassoc.org.uk
Institute of Practitioners in Advertising: www.ipa.co.uk
Communication, Advertising and Marketing Education Foundation: www.camfoundation.com
Account Planning Group: www.apg.org.uk
Design and Art Directors Association: www.dandad.org
Creative Circle: www.creativecircle.co.uk
CRCI: O
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