Case studies: Graduate media buyer: Chris

After reading a job description and also talking to a friend who was already working in the industry, Chris realised that the position of a media buyer would be one role that would provide him with the challenges and opportunities he was looking for.

Like many graduates, I left university unsure as to which career to pursue. After taking a year out to travel, I started to think of the areas of my degree that I enjoyed the most, in the hope that this would point me towards something I would both enjoy and see myself making a career out of. These areas included aspects such as the strategic thinking of coursework and the opportunity to work closely with others whilst also being challenged by time demands and meeting set objectives.

Manchester was always my first choice of cities to work in, so this made the decision of which agencies to apply to a lot easier. I carried out this search using the Internet, and made a list of a number of agencies to apply to. I compiled cover letters for each application, and sent them together with a copy of my CV to each agency. After attending a number of interviews and assessment days, I chose to accept a position at MediaVest as a buyer in broadcast media.

I feel my marketing degree did help me to secure my role, and I feel I benefit from the knowledge I acquired studying modules such as advertising management, consumer behaviour and market research. However, I would say that it was not essential for me to have had this particular foundation to secure my role. For example, other graduates that MediaVest have recruited hold degrees in history, journalism and American studies! I think media agencies, like most employers these days, view degrees as being as much about acquiring life skills as they are about the subject studied. For example, the self-confidence gained from giving presentations or the experience of working to strict deadlines has definitely served me well when working to meet the demands of clients.

As a media buyer, I have to adapt to the differing pressures for my time, but this is one of the aspects I enjoy the most. For example, I normally work on three to four clients at any one time. This requires me to manage my time by prioritising work according to its level of independents, whilst being careful not to neglect the needs of other clients.

One of the ways in which my role has developed in the time I have been in the job is the additional duties and responsibilities I have taken on. As well as the day-to-day buying, in which I ensure that my campaigns are delivered according to plan by updating television ratings, I am now more involved in the planning process of future campaigns. This involves responding to briefs from internal client account managers, and producing campaign plans, which we then present back to the client. My level of client contact has also increased and I now have responsibility for my own client.

Being a media buyer is also a very sociable job. You are essentially working in the middle ground between your clients, whose needs you are aiming to meet, and the media contractors from whom you are buying airtime and negotiating with. Managing relationships and communicating clearly are very important in my role.

Given the speed with which the media landscape has changed, especially in recent years, it is important that I keep up to date with the latest industry news by reading trade press and attending talks. This also helps to broaden my job knowledge. I would advise any graduate to be aware of the latest news and developments in media before applying for roles. Work experience prior to graduating is also very beneficial as it provides hands-on experience of what a job in media buying entails, and also helps to put you ahead of other candidates in the job application process.

Looking ahead, I would like to progress in my career by gaining more contact with clients and taking on more responsibility in the campaign planning process, with a broader aim of becoming an account manager.