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Wondering how an advertising agency works? Our career coach gives a rundown on the ins and outs of agency life, with specifics on each type of role you can expect.
Question: How many different career paths are around in advertising? I like the idea of working at an agency, but I don’t know what to aim for or what degree I should apply for? (Aimée, Cardiff)
Navigating the advertising industry’s career paths can indeed feel like trying to find your way through a busy city without a map.
It’s diverse, and full of opportunities, but knowing where to start or what direction to take can be overwhelming.
As Saul Betmead de Chasteigner, Ex Chief Marketing Officer for the United Nations World Food Programme (Nobel Peace Prize Winner 2020), and Ex Chief Strategy Officer for Marketing & Communications giant WPP aptly notes, the advertising world is vast, with a wide array of disciplines that cater to different skills, interests, and career aspirations.
I asked him to share some of his thoughts, which I’ve summarised here.
Creatives
At the heart of any advertising agency are the creative disciplines. Creatives are the storytellers and
visualizers, traditionally comprising Art Directors and Copywriters. They’re the ones who conjure up the ideas and bring them to life, each from their unique perspective. If you’re inclined towards graphic design, illustration, or have a knack for crafting compelling narratives, these roles might be where your talents can shine brightest.
Strategists
Strategists, on the other hand, are more focused on problem definitions and framing. They delve deep into the client’s challenges, crafting the creative briefs that serve as the north star for the campaign.
The really good ones are very creative as well, it should be difficult to see the line between where a creative strategy ends and creative idea starts.
Their work often extends into Communications Planning which determines the what, where, and when of a campaign’s execution. As well as what is known as Experience Design, which can include shaping the products and services themselves.
If you’re someone who enjoys creative problem solving, enjoys research, analysis, and presentation, strategy could be your calling.
These roles are in particular demand at the hybrid management consultancies who are increasingly challenging the traditional agency models.
Creative Technologist
There is also a new breed of discipline that sits between Creative and Strategist, whole role looks at ways new technologies and ideas can deliver on the promises made in the communications; this can be augmenting existing products and services all the way to creating new ones entirely (often linked to Experience Design above).
Account Management
Account Management plays a crucial role in bridging the client’s needs with the agency’s creative efforts. They oversee the relationship, the process, and the budget, ensuring that projects run smoothly from inception to delivery. This role is ideal for those who excel in communication, organization, and have a keen eye for detail.
