Advertising art director : Entry requirements

Although this area of work is open to all graduates, a degree in one of the following subjects is likely to increase your chances:

• graphic design;
• advertising design;
• illustration;
• fine art;
• advertising and marketing.

Employers look for a knowledge of design and advertising in potential candidates and so any course that helps to provide this will be useful.

A postgraduate qualification is not essential but if you have an unrelated first degree, a relevant postgraduate course may help to give you some experience in the area, as well as provide contacts. Nottingham Trent University and Manchester Metropolitan University both offer postgraduate courses in art direction.  

Relevant experience is essential in getting your first creative job and potential employers will expect to see a portfolio that presents your work and ideas. It is advisable to team up with a copywriter to produce your portfolio so employers can see finished concepts rather than just your visual ideas. Employers often recruit creative teams rather than individuals, so if you can establish a good working relationship with a copywriter this may be a good start. 

It will also be helpful if you have working knowledge of design software packages, such as Photoshop and Illustrator, along with an understanding of the advertising process. With the emergence of digital advertising, it is important to offer digital concepts or ‘platform ideas’ as well.

To aid this, try to get work experience with an advertising agency. Design & Art Direction (D&AD)  offers talks on various topics relating to new entrants, including working in the industry, what the industry looks for and what makes a good idea. They also run workshops and produce guides which all give advice on getting into the industry. Topics of the guides include ‘getting your first placement’ and ‘starting your first business’.

Candidates need to show evidence of the following:

• the ability to produce and communicate a consistent stream of fresh ideas and visual concepts;
• high levels of motivation and perseverance with a strong sense of belief in your ideas, plus skills and confidence to express them;
• excellent organisational skills with the ability to prioritise work and multi-task;
• well-developed teamworking skills, as you will be working extremely closely with your partner and other members of the creative team;
• the ability to take rejection well and to be able to adapt ideas to clients' and colleagues' needs;
• the ability to deal with stress and work well under pressure in order to meet tight deadlines;
• enthusiasm about advertising with a real desire to keep up to date with new developments in the media;
• an integrated and creative approach to the media and how the media can be used in advertising;
• high levels of IT skills in relevant art and design packages, embracing digital platforms;
• acute observation and an eye for detail.

It may take from six months to two years to get a first job. You are usually required to establish your team and then build a book together and complete a number of placements within different agencies. You could start by contacting creative teams and asking for a 'book crit'. This may be a disheartening process as it can be difficult to pin down meetings with busy professional creatives.

You will need a thick skin as ideas will be rejected, but this feedback is vital when building a book that will get you noticed. Key to getting a placement is building relationships. You are far more likely to get a foot in the door if you stay in touch with creative teams and take their advice on board. It is a good idea to research different agencies and target those whose work you particularly admire or identify with.

Teams on placement are not always given the most exciting work, but this is your opportunity to get noticed. Agencies favour people with big ideas, enthusiasm and a 'can do' attitude. 
 
NABS  has a career planning and advice section which helps creatives at all levels. They can offer one to one coaching and mentoring for those who are new to the industry and also run a series of workshops throughout the year. They also have Book Clubs, which are aimed at creatives who need a creative partner. This is a good opportunity for art directors who still need to partner up with a copywriter.

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