Features: Getting into creative advertising

Written by Luke Berté, Editor, Graduate Prospects, April 2013

Creative roles in advertising can be difficult to break into. Get some top tips on starting a career in this exciting and competitive industry

With rapid technological advances, the way in which audiences consume products and interact with brands is varied and forever changing.

 

As a graduate with aspirations of working in a creative agency, being engaged in social media can help if you're trying to get your foot in the door. Presenting your work via a website or blog and creating a professional profile on LinkedIn is important. These channels are often the first port of call for prospective employers and they provide the most fluid platform on which to present your applications.

Creatives working in advertising don't necessarily need a specific qualification to apply for jobs, but a degree in a discipline relating to the sector (for example, graphic design, marketing, media studies, English) will probably fall under the 'desirable attributes' category of a job advert. 

As effective advertising is executed across several platforms within integrated campaigns, employers look for people who can show they have come up with ideas and implemented them across a variety of media.

How to advertise your skills

Ideas are what count in the industry. As a result, job titles have evolved to cover a wider set of functions, with art directors and copywriters being more commonly referred to as 'creatives'. Responsible for executing a client's ideas into successful advertising campaigns and brand redesigns, their roles often cross-over and encompass more than their titles suggest.

Creative teams can consist of more than two people, and this will depend on the size of the project and the size of the agency behind it. Sometimes a video director, photographer or web designer can be involved and all roles can be interchangeable in some cases.

A solid portfolio of work will get you interviews. Or more to the point - a solid portfolio of ideas. These can consist of campaigns that you completed while studying and mock-ups that you have worked on purely for your portfolio.

It has been noted that simple poster campaigns are the standard way to show your ideas when displaying any work, but agencies continue to accept portfolio work in all capacities. If you have an agency in mind, it is worth getting in touch with them and asking what they expect from applicants before you send any work examples.

Postgraduate courses in advertising

Postgraduate study can be highly beneficial in making contacts and breaking into advertising, and there are several reputable and vocational advertising courses in the UK.

Falmouth University's MA Creative Advertising and West Hertfordshire College's Professional Development Diploma in Art Direction/Copywriting are the most notable.

Both have strong links with industry and agencies in London, offering student placements and work experience throughout the course. The programmes are delivered by experienced and senior, professional creatives which further strengthen their status.

These two courses are widely recognised throughout the industry providing great links from the course to the competitive job market.

Where can I work?

The biggest agencies tend to be based in London, with some agencies in Birmingham, Brighton, Leeds, Manchester and other cities in the UK. While bigger ad agencies have headquarters around the world and the lure of such companies could be attractive, you may learn more and progress further in a smaller agency to begin with. 

In the know

 

Brian Matthews, managing partner at marketing recruitment company The Candidate , says, 'Students looking to enter the advertising industry would benefit from focusing on a specific area within the industry, such as digital marketing with social media, for example.

'Creative roles in advertising are highly competitive so it is important to stand out when applying for this type work. Previous examples of work and a polished portfolio are key for candidates who are seeking a creative position. A good portfolio will have quality, not quantity, and it should just include your strongest work. This could include examples of university projects, or any external/freelance work.

'It can be easy to be too general when applying for roles and this can lead potential employers to believe that there is no clear career path in mind. Students who identify what their specific interests and goals are within the advertising industry will benefit from this.

'Some employers and organisations will seek a candidate who has studied a relevant subject in accordance to the job role, whereas others may be open to candidates who have practical experience in that field. The main qualification is to be creative! This can come in many forms: writing blogs, web design and graphic design, to name a few. What is important is to maintain the skills you have already learnt and keep up to date with new technologies.'