Advertising account planner : Entry requirements

This area of work is open to all graduates, and a good honours degree is increasingly required. The study of subjects that require a wide base of knowledge and applied research skills, such as psychology and economics, can be an advantage. Agencies seek a broad diversity of degree backgrounds in their teams, with a particular emphasis on a mix of the arts and sciences. Organisational ability, creative and lateral/logical thinking, numeracy, analytical skills and an interest in the way business works are more important than your subject of study.

Entry without a degree is unlikely, unless you start in an administrative role and work your way up within the agency. However, the application of IT has significantly reduced the number of these opportunities.

A pre-entry postgraduate qualification will not provide you with an advantage at entry level, but may increase your employer's expectations of your progression.

Before making applications, you should learn as much as you can about advertising. Previous advertising, marketing or market research experience is highly desirable. Some London agencies offer work experience opportunities. A list of member agencies is available from the Institute of Practitioners in Advertising (IPA)  and is a good starting point when researching which agencies to approach for work experience. Other relevant experience might include publicity work for a student society or involvement in innovative fund-raising campaigns for charities.

Candidates will need to show evidence of the following:

• a combination of analytical skills, curiosity, and a strong interest in people; 
• creativity and imagination (this is an industry that is receptive to new ideas and new people); 
• shrewd common sense; 
• strong communication skills;
• teamworking skills with the ability to listen to, and be sensitive to, consumers, clients and colleagues;
• presentation skills; 
• the ability to think strategically;
• numeracy;
• the ability to work with a wide range of market and research information;
• strong organisational skills and the ability to work under pressure.

For posts after graduation, approach agencies with a targeted CV and covering letter, starting in October for large London agencies. There is intense competition for the few graduate trainee posts that exist and many are gained through speculative applications. Contact agencies and relevant industry bodies, and network whenever possible to build a list of contacts. See the IPA website for a list of member agencies.

The NABS  consultancy offers free specialist careers advice both for those seeking to enter advertising and for those looking to develop their careers within it. In addition, NABS runs a mentoring scheme and other employability initiatives that can help graduates break into the industry.

For more information, see work experience and internships and search courses and research.