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So... you're thinking of becoming an Ad Person? Here are a few things you might like to know before deciding whether the advertising industry is right for you or to simply help you decide which department your heart belongs to.
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| Account Management (Client Service) |
Members of the account management or client service department plan
advertising strategies in collaboration with clients, mainly the
marketing department of the client. They supervise the progress and
completion of ad campaigns based on client needs. They are responsible
for maintaining the relationship between the client and the agency, and
liaise between the client and the art and production departments. |
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| Creative |
The creative department is responsible for the conceptualization and
creation of advertising material, from print ads to billboards to
television and radio commercials. In the creative process from
conceptualization to design and execution, the creative team translates
the needs of the client into visual and/or audio representation. |
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| Media | The media department determines a media plan for the client and buys advertising space in magazines, newspapers, and other print media as well as airtime in television and radio media based on the client's advertising strategy and needs. | |
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Sample Job Titles
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Asst. Account Executive Account
Executive Sr. Account Executive Account Supervisor Account Manager Account Director |
These members of the account management or client
service team are responsible for managing the firm's relationship with
the client, developing advertising strategies, and ensuring that the
client's campaigns and strategies are conducted according to the
clients' needs and achieved within the desired time plan. They are in
constant contact with the agency's clients, determining the clients'
advertising needs and conveying this information to the art and
production departments. They are known to be the link between the agency
as a while and the client. |
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Junior Copywriter Copywriter Senior Copywriter |
Copywriters are responsible for writing and editing the copy in
advertisements. As members of the creative team, they collaborate with
art directors in the conceptualization of advertising campaigns and the
development of ideas for ad content. |
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Graphic Designer Sr. Graphic Designer Asst. Art Director Jr. Art Director Art Director Sr. Art Director |
These members of the creative department develop
artistic content for print and broadcast advertising. Art directors
recommend strategies for ad campaigns, often presenting several creative
options for client approval. They often work with copywriters developing
both the visual and verbal content of advertisements. Art directors are
responsible for supervising ad campaigns from their beginning to final
production. |
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Asst. Media Planner Media Planner Media Buyer Media Director Media Manager |
Members of the media department manage the purchase
of print space in newspapers and magazines, and broadcast time on radio
and television for the clients of the advertising agency. Using
statistical models, they determine the best media plan for the client,
based on maximum media effectiveness for the client. They deal with
media sales representatives and determine where to place ads based on
the client's objectives and budgets. |
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| Traffic Controller |
Many agencies hire a traffic controller to manage
jobs given by the client management to the art and/or production
departments. They are responsible for coordinating the internal flow of
active jobs and work closely with both ends to meet deadlines. In some
major advertising agencies, it is the traffic controller's job to
contact the production team to determine price quotations for required
jobs and communicate them to the account management team to get a
client's approval and feedback. |
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| Production Manager | The production manager supervises the production of print ads and promotional materials, the filming of commercials, and the recording of radio ads. They are responsible for dealing with production agencies and for meeting deadlines for ad production. Depending on the structure of the advertising agency, the production manager may be a part of the creative department. | |
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Education and Skills Profile
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| Education Required |
Bachelor of Arts in Communications, Mass Communication, Journalism, English Literature, Business, Marketing, Integrated Marketing Communications, or Applied Art (for a position in the creative department). A background in psychology is considered a plus. |
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| Education Enhancement & Certificates |
Masters degree in Business, Marketing, Integrated Marketing Communications, Journalism, Mass Communication, English Literature, or Master of Fine Arts in Art Direction (for creative professionals). |
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| Computer Skills |
For creative department positions, knowledge of desktop publishing and graphic design software is essential. Examples of this software include Macromedia Freehand, QuarkXpress, Adobe Photoshop, and Adobe Illustrator. Client service department members need to be familiar with Microsoft PowerPoint and other presentation software, and all departments require good Microsoft Office (especially Word and Excel) skills. |
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| Experience Required |
Many advertising jobs, especially those related to client service or graphics, do not require extensive previous experience, as many fresh graduates are hired. In general, a career in account management requires some background experience in marketing, advertising, public relations or sales. Designers and art directors should present a portfolio of previous work and campaigns, in addition to experience in using design software. Media personnel are preferred to have experience in statistics and tabulation. Production managers are required to be highly experienced in pre-press, printing and/or TV and radio production techniques. |
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| Additional Skills | Advertising people, from art directors to media buyers, should be highly creative and innovative. Copywriters need to have strong writing and language skills. Designers and art directors must have strong visual communication skills, preferably with an educational background in art. Account executives, media buyers, and production managers must possess strong interpersonal, negotiation, and communications skills, as well as knowledge of advertising trends. the account team and the traffic controller must be highly organized and efficient in meeting set deadlines for delivery of art work. | |
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