“ A Career in Advertising” - The Agency Opportunity
What is the IPA?
What is advertising?
Who does what?
What do you need to get in?
What’s in it for you?
1. What is the IPA?
Who are we?
The IPA is the industry body and professional institute for leading advertising, media and marketing communications agencies in the UK
Currently 259 agency Members who account for 85% of the UK’s advertising expenditure
What do we do?
The role of the IPA is to serve, promote and anticipate the collective interests of IPA members; and in particular to define, develop and help maintain the highest possible standards of professional practice within the business
Help the very best and the most appropriate people get work experience and a job in ‘Adland’
2. What is advertising?
In its simplest terms advertising…
Identifies a current problem / opportunity for the product, service or corporate brand
Identifies the customers who can best solve / create that problem / opportunity
Creates the most relevant and distinctive way of communicating to them in creative & media terms
The advertising (and marketing) process Where are we and why are we here? How could we get there? Are we getting there? Where do we want to be?
It’s also wonderfully creative! Especially in the web 2.0 era
3. Who does what?
Job functions in an agency Client service & management Strategic planning Media planning & buying Production Finance, IT Legal, HR & admin Creative
“ Represents the client at the agency, and the agency at the client”
Develops an in-depth understanding of the client’s marketplace and their business within it
Negotiates client brief, interprets it for departments in agency, and manages the total delivery to client
Becomes the client’s key ‘talking partner’
“ Represents the consumer in the agency”
Distils huge amount of data and information down to key consumer insights
Writes creative / media strategies in relation to hopes / fears / behaviours of the customer
Plays a key role in guiding brilliant creativity
“ Plans how to connect consumer to creative idea”
With strategic planning, identifies optimum target audience to deliver the business objective
Develops close understanding of target consumer’s media habits in relation to purchasing behaviour
Plans framework for media choice to maximise the creative idea and connect with the customer
“ Buys the connections between the consumer and the creative idea”
Negotiates with media owners for best position, timing and price in context of media strategy & plan
Ensures campaign’s within agreed parameters and takes advantage of tactical opportunities
Analyses and reports back on campaign delivery
“ Creates ideas, ideas, ideas!”
Copywriter & art directors working in teams
Take the client brief and work with it to invent ideas to address brand’s business problems
Develop approved ideas into reality, working with media planners / buyers and production
“ Executes ideas, ideas, ideas!”
Production ‘traffics’ the work through the agency, controlling workflow and budgets
Agency producers - help translate the idea into TV and radio broadcast media
Production managers – project manage the execution of concepts into press and print media
Digital teams co-ordinate online campaigns from web site build to working with social networks, search engines & email …
Media planning and buying
Deal with direct communications with customers: online or through your letterbox!
Planning: data, telemarketing, media
Finance, IT, Legal, HR & Admin
“ Making sure it happens, smoothly and profitably”
All these key functions are required in agencies
Each of them can have a significant impact
Roles often filled by people who have already gained initial experience within specialist firms
Both ‘Magic’ and ‘Logic’ required
4. What do you need to get in?
What the agency recruiter looks for
Agencies thrive on diversity – most creative/most wacky/most tecky people