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IPA Careers Presentation


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IPA Careers Presentation

  1. 1. “ A Career in Advertising” - The Agency Opportunity
  2. 2. Contents <ul><li>What is the IPA? </li></ul><ul><li>What is advertising? </li></ul><ul><li>Who does what? </li></ul><ul><li>What do you need to get in? </li></ul><ul><li>What’s in it for you? </li></ul><ul><li>Next step </li></ul>
  3. 3. 1. What is the IPA?
  4. 4. The IPA <ul><li>Who are we? </li></ul><ul><li>The IPA is the industry body and professional institute for leading advertising, media and marketing communications agencies in the UK </li></ul><ul><li>Currently 259 agency Members who account for 85% of the UK’s advertising expenditure </li></ul>
  5. 5. The IPA <ul><li>What do we do? </li></ul><ul><li>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 </li></ul><ul><li>Help the very best and the most appropriate people get work experience and a job in ‘Adland’ </li></ul>
  6. 6. 2. What is advertising?
  7. 7. In its simplest terms advertising… <ul><li>Identifies a current problem / opportunity for the product, service or corporate brand </li></ul><ul><li>Identifies the customers who can best solve / create that problem / opportunity </li></ul><ul><li>Creates the most relevant and distinctive way of communicating to them in creative & media terms </li></ul>
  8. 8. 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?
  9. 9. It’s also wonderfully creative! Especially in the web 2.0 era
  10. 10. 3. Who does what?
  11. 11. Job functions in an agency Client service & management Strategic planning Media planning & buying Production Finance, IT Legal, HR & admin Creative
  12. 12. Client service <ul><li>“ Represents the client at the agency, and the agency at the client” </li></ul><ul><li>Develops an in-depth understanding of the client’s marketplace and their business within it </li></ul><ul><li>Negotiates client brief, interprets it for departments in agency, and manages the total delivery to client </li></ul><ul><li>Becomes the client’s key ‘talking partner’ </li></ul>
  13. 13. Strategic planning <ul><li>“ Represents the consumer in the agency” </li></ul><ul><li>Distils huge amount of data and information down to key consumer insights </li></ul><ul><li>Writes creative / media strategies in relation to hopes / fears / behaviours of the customer </li></ul><ul><li>Plays a key role in guiding brilliant creativity </li></ul>
  14. 14. Media planning <ul><li>“ Plans how to connect consumer to creative idea” </li></ul><ul><li>With strategic planning, identifies optimum target audience to deliver the business objective </li></ul><ul><li>Develops close understanding of target consumer’s media habits in relation to purchasing behaviour </li></ul><ul><li>Plans framework for media choice to maximise the creative idea and connect with the customer </li></ul>
  15. 15. Media buying <ul><li>“ Buys the connections between the consumer and the creative idea” </li></ul><ul><li>Negotiates with media owners for best position, timing and price in context of media strategy & plan </li></ul><ul><li>Ensures campaign’s within agreed parameters and takes advantage of tactical opportunities </li></ul><ul><li>Analyses and reports back on campaign delivery </li></ul>
  16. 16. Media placement!
  17. 17. Creative <ul><li>“ Creates ideas, ideas, ideas!” </li></ul><ul><li>Copywriter & art directors working in teams </li></ul><ul><li>Take the client brief and work with it to invent ideas to address brand’s business problems </li></ul><ul><li>Develop approved ideas into reality, working with media planners / buyers and production </li></ul>
  18. 18. Production <ul><li>“ Executes ideas, ideas, ideas!” </li></ul><ul><li>Production ‘traffics’ the work through the agency, controlling workflow and budgets </li></ul><ul><li>Agency producers - help translate the idea into TV and radio broadcast media </li></ul><ul><li>Production managers – project manage the execution of concepts into press and print media </li></ul>
  19. 19. Digital <ul><li>Digital teams co-ordinate online campaigns from web site build to working with social networks, search engines & email … </li></ul><ul><li>Creative </li></ul><ul><li>Project management </li></ul><ul><li>Production </li></ul><ul><li>Media planning and buying </li></ul><ul><li>Search specialists </li></ul>
  20. 20. Direct Marketing <ul><li>Deal with direct communications with customers: online or through your letterbox! </li></ul><ul><li>Creative </li></ul><ul><li>Account management </li></ul><ul><li>Planning: data, telemarketing, media </li></ul><ul><li>Fulfilment </li></ul>
  21. 21. Complementary industries <ul><li>Media Sales </li></ul><ul><li>Marketing </li></ul><ul><li>Sales promotion </li></ul><ul><li>Experiential marketing </li></ul><ul><li>Public Relations </li></ul><ul><li>Market Research </li></ul>
  22. 22. Finance, IT, Legal, HR & Admin <ul><li>“ Making sure it happens, smoothly and profitably” </li></ul><ul><li>All these key functions are required in agencies </li></ul><ul><li>Each of them can have a significant impact </li></ul><ul><li>Roles often filled by people who have already gained initial experience within specialist firms </li></ul>
  23. 23. Both ‘Magic’ and ‘Logic’ required
  24. 24. 4. What do you need to get in?
  25. 25. What the agency recruiter looks for <ul><li>Agencies thrive on diversity – most creative/most wacky/most tecky people </li></ul><ul><li>People with top class degrees … </li></ul><ul><li>… but from a wide range of subjects </li></ul><ul><li>Numeracy / literacy / IT skills </li></ul><ul><li>Interpersonal relationship skills </li></ul>
  26. 26. What the agency recruiter looks for cont. <ul><li>An interest in what makes people ‘tick’ </li></ul><ul><li>Self-confidence – but also self-questioning </li></ul><ul><li>Passion, energy, tenacity and integrity </li></ul><ul><li>‘Diagonal Thinkers’ </li></ul>
  27. 27. ‘Diagonal Thinking’
  28. 28. ‘Diagonal Thinkers’ <ul><li>People who are both linear and lateral thinkers </li></ul><ul><li>People who often have a combination of arts and sciences in their academic background </li></ul><ul><li>People combine practical and emotional intelligence </li></ul><ul><li>People who think creatively , but commercially </li></ul>
  29. 29. ‘Diagonal Thinking’ Diagonal Thinking Artists Adlanders Scientists Linear Thinking Lateral Thinking
  30. 30. ‘Diagonal Thinking’ spectrum Client service Creative Planners Linear Thinking Lateral Thinking Diagonal Thinking Adlanders
  31. 31. 5. What’s in it for you?
  32. 32. A great career… <ul><li>Meritocratic - quick promotion for those who shine </li></ul><ul><li>Tremendous variety for all – great job satisfaction </li></ul><ul><li>Close community – especially in London </li></ul><ul><li>Fun people to work with and a visible end product </li></ul><ul><li>Increasingly professional in approach </li></ul><ul><li>Opportunities to move around within the industry </li></ul>
  33. 33. …in an industry with clout <ul><li>Major factor in competitiveness of UK economy: </li></ul><ul><ul><li>A leader in the creative industries </li></ul></ul><ul><ul><li>Undermines monopolies and oligopolies </li></ul></ul><ul><ul><li>Spurs innovation and new market entrants </li></ul></ul><ul><ul><li>Rewards delivery of good value to customers </li></ul></ul><ul><li>Key contributor to creating shareholder value through building intangible brand assets </li></ul><ul><li>International reputation for excellence </li></ul>
  34. 34. A great career springboard <ul><li>You acquire some of the most sought-after transferable skills in marketing & communications </li></ul><ul><li>You network with agencies, clients, suppliers, media owners and consultants, which provides a plethora of future opportunities </li></ul>
  35. 35. A great career springboard cont. <ul><li>And you will be supported by a full post-graduate training & development programme </li></ul><ul><ul><li>Continuous Professional Development (CPD) </li></ul></ul><ul><ul><li>Experiential learning on residential courses </li></ul></ul><ul><ul><li>Exam-based, key stage professional qualifications </li></ul></ul>
  36. 36. Suggested reading <ul><li>Ogilvy on Advertising – David Ogilvy </li></ul><ul><li>Truth Lies and Advertising – Jon Steel </li></ul><ul><li>How to get into Advertising – Andrea Neidle </li></ul><ul><li>Powers of Persuasion – Winston Fletcher </li></ul><ul><li>Excellence in Advertising – Leslie Butterfield </li></ul><ul><li>Behind the Scenes in Advertising – Jeremy Bullmore </li></ul><ul><li>Brand Immortality – Hamish Pringle, Peter Field </li></ul>
  37. 37. 6. Next step? Click on to the IPA website for advice on work experience, work placements and job opportunities:
  38. 38. Q&A ends