You will invariably have a list of questions about what to wear to an interview, which degree course you should take in order to get into advertising (the answer is ANY by the way — diversity is key to good agency teams. The industry does not favour individuals who have done a media or advertising course), how to secure work experience etc. Our advertising agony aunt has attempted to answer as many of the questions she normally receives from potential new industry starters as possible in this section, so chances are, you will find your answer here. If your question isn't listed here and/or you'd like to give us any feedback on this section please send an email to
Lettie Hannon 
Education & Courses
Cover Letters
Starting Salaries
Work Experience
The Interview
Advertising as a long term career
Recruitment of Directors for TV Commercials
Day in the life of an Account Handler
IPA Speakers
Education & Courses
I am keen to pursue a career in Advertising after University. I am currently trying to decide which A- level subjects to take and want to make sure that my choices are relevant to the industry. I am also keen to obtain some advice on an appropriate Degree course to follow .
You may be surprised to hear that advertising and media agencies do not have a preference for the sort of degree, or indeed A-levels an individual has gained prior to applying for a role in the field. Indeed, entry level students last year came from a multitude of backgrounds from having studied geography at University to sports science.
Agencies historically like to know that a candidate is degree-educated but even more important is whether they possess the necessary skills to succeed in the industry. Personality is key as is 'diagonal thinking' - the ability to be able to oscillate between linear and lateral thinking when approaching a problem. The IPA has recently launched a diagonal thinking self assessment tool. You can take the test and the results will show how well suited you are to a career in advertising based on whether or not you are deemed to be a diagonal thinker. One of the great things about the self assessment is that students can take the certificate, gained at the end of it, to potential employers to aid them in applying for a job in the industry.
Obviously there are different roles available within advertising. I suggest that you have a think about which role you would be interested in and from there, look at the sorts of skills needed to succeed in this role. If you can tailor your A-levels to those sorts of areas then it may help you in your role but it is by no means a necessity. For instance, some may find it helpful to have studied Psychology (particularly in a planning role), Statistics is useful in almost all advertising roles as you do work with numbers a great deal and Lingusitics is often deemed helpful in 'search' roles.
The only exception to the above is if you are keen to go down the creative discipline route i.e working as an art director/copy writer responding to creative briefs. For specific advice on creative disciplines such as these, it may be advisable to contact British Design and Art Direction (known as D&AD).
I am currently at university and would like to get a job in advertising when I graduate but don’t know where to start. I’m also not sure whether I am suited to a career in this field as I’m not an advertising undergraduate. Please can you advise?
Let me reassure you that studying advertising at university is by no means a guarantee for securing a role in the advertising industry. The industry likes to encourage diversity and as such, takes people from a multitude of different backgrounds. Indeed, entry level students last year studied a vast array of different subjects from geography to sports science before taking on their posts in Adland. Agencies historically like to know that a candidate is degree-educated but even more important is whether they possess the necessary skills to succeed in the industry. Personality is key, as is diagonal thinking - the ability to be able to oscillate between linear and lateral thinking when approaching a problem. The IPA has recently launched a diagonal thinking self assessment tool. You can take the test and the results will show how well suited you are to a career in advertising based on whether or not you are deemed to be a diagonal thinker. One of the great things about the self assessment is that students can take the certificate, gained at the end of it, to potential employers to aid them in applying for a job in the industry.
In addition, hopefully your university careers people will be amongst the 70+ delegates who come to the IPA each year to hear what the industry is looking for. It would be good for you to talk to your careers advisor to get their feedback on your suitability too.
Presuming that your careers advisor and the results of the Diagonal Thinking Self Assessment tool suggest that you would be suited to a career, I suggest that you begin by researching exactly what job role you would be keen to pursue, as this will affect how you go about applying for a job (link to Job Functions — Who does what?). For instance, if you decide that you would like to work in a creative agency, the majority of application deadlines tend to close towards the end of the year (November) for the next years’ September intake. Media agencies, by comparison, don’t tend to have one set month for application deadlines and most will recruit throughout the year on an adhoc basis. We are aware of the following application deadlines
I would also try to secure work experience prior to applying for a job. It allows you the opportunity to get a better understanding of the industry and the roles within it before seriously embarking on a career in the field and it also enables you to make some valuable contacts when you do need to secure your permanent job. In an ideal world you would target one agency with your CV and they would take you on for a couple of week’s work experience right away. The reality is unfortunately nothing like this. It is likely that you will need to send your CV to a huge number of agencies before you succeed.
I suggest that you work your way through the list of IPA member agencies . Research who their clients are and which advertising campaigns they have produced. Send your CV along with a cover letter to them. It is a good idea to highlight why you thought a particular advertising campaign that they produced worked, or what you liked about it. You need to ensure that you have personalised the letter to that particular agency. No agency likes to feel as though they are part of a mail merge.
As to how to approach them, you will need to be persistent (but not pushy); keep going till you have got the right person to talk to. If you can't find someone who deals with work experience, ask to be put through to one of their graduate trainees - they should be able to give you advice that is relevant to their agency, and they are usually happy to talk. You could also approach Pathfinders which is a recruitment consultancy that has partnered with the IPA and is helping people secure work experience places in agencies.
In addition, if you are serious about this, then you need to other research. You will find some recommended reading on our website. I suggest that you buy a copy of the latest Advertising Works book, available from the IPA on-line bookstore . You might also like to read 'Ogilvy on Advertising' by way of an amusing general introduction - whilst elderly, it is still very worthwhile, or the IPA Director General's latest boon: Brand Immortality
I also suggest that you subscribe to our Trade press. Campaign, Media Week and either Marketing or Marketing Week make interesting and useful reading. Haymarket, publisher of the first three and many other relevant publications, have a free on-line news channel called Brand Republic . There's also Media Guardian on Mondays and FT Creative Business on Tuesdays. We've built a mashup of all the latest industry news headlines, as they break, so bookmarking this page will save you a lot of time and you don't need to keep visiting each individual site, unless there's a particular story you wish to read. You should also watch the brand films on IPA TV
All this background material should help provide a clear idea of how the industry is structured, what the various sectors involve (advertising, media, direct marketing, sales promotion, public relations, sponsorship, digital etc) and therefore which roles you see yourself as being best suited to. In terms of trying to secure a permanent job after you have graduated, if it is a creative agency that you are interested in working in, you need to apply in the first semester of your 3rd year for places that start the Summer you graduate. If it is a media agency you are after, you can start applying to agencies towards the end of your 3rd year at University (or even once you have graduated) You can read more information on how to apply here
I am writing to you to ask for advice. I want to work in advertising either as a copywriter or as a media person, I will shortly be going to university and I was wondering if you could tell me any courses that would help me to get where I want to be?
Firstly, copywriting and media are two very different careers . For a career in copywriting, I would recommend that you perhaps study English at university and then do a one-year copywriting course at somewhere like West Herts, Falmouth etc. There you will learn advertising skills on top of a grounding in literary skills. Most copywriters come in to the advertising industry by teaming up with an art director, forming a creative 'ideas' team. You will need to develop a book of ideas that you will then tout round to creative directors in agencies to get work placements. If you do not find a partner at college there is a scheme called the Book Club that can help introduce you to one or the D&AD talentpool
On the media side, you have two options: media planning and media buying. Media jobs are in media agencies (as opposed to creative agencies). Planning is the more strategic role, looking at consumer 'consumption' of media and planning how to best/most effectively connect with the chosen target audience; buying is how to get the most efficient use of the budget, given the strategic plan (this role is the closest our industry comes to City trading!). For the planning role, the type of degree is not as important as the quality of the degree (so do something you can excel in), your ability to have perspective, think creatively and your personality. For the buying role, you will need to be numerate and have a good business head. You do not need to go on and do a follow-up course after your degree as most large media agencies recruit straight from university.
I wish to go into advertising however I am struggling to get my foot in the door. I have therefore decided to study and gain some knowledge of the industry. Can you let me know which advertising courses you would recommend I go on?
On the creative side, usually you will be expected to have undertaken an art/design course - especially in the digital world where you will have to develop the technical craft skills. However, on the strategy/project management side, you should find that your degree is sufficient. The industry tends to recruit from a broad base of degree subjects in order to achieve diversity of thinking and ideas. If you do wish to go on to do a course in advertising, there are a number of colleges available although only a handful do a post graduate course. We are unable to advise on specific courses since we are not academics, however this link should provide you with a list of those available: www.ucas.ac.uk . Whilst certainly not a prerequisite, a follow up course can provide you with a greater understanding of the different roles in advertising and how they work together as well as potentially expose you to some valuable contacts.
Cover Letters
I have recently graduated and am passionate about pursuing a career in advertising and am in the process of applying for jobs in the industry. I would greatly appreciate any advice or guidance you could offer me regarding my cover letter, as I understand this will be my first point of contact with agencies and I am keen to make a good impression.
I suggest you refer to our section on cover letters
Starting salaries
What sort of salary can I expect to earn if I secure an entry level position in the industry?
The starting salaries in our industry are lower than most other industries - so generally in the region of £18k-20k for graduates. However the advertising industry works on the basis of meritocracy rather than long service. The potential for promotion is therefore quicker than in most other creative industries, so it is possible to rise up the ranks very quickly and at the same time improve your salary quite rapidly.
Work Experience
I am in my second year of university and would really like to try and secure some work experience in the advertising industry this summer to help my applications after my graduation. I know that places are scarce and securing work experience is a very competitive process — I was hoping you could give me some advice as to what the best way to go about trying to get it is?
I suggest you refer to our section on work experience .
The Interview
I have been offered an interview at one of the big agencies and don’t want to mess things up by dressing inappropriately. What should I wear?
I suggest you refer to our interview section
Help! I am so excited as I have managed to secure myself an interview for a grad scheme at one of the large agencies. I have no idea what to expect in the interview — can you give any advice?
Firstly, congratulations on securing an interview. It really is a very competitive process so you have done well to get to this stage. I suggest you refer to our interview section for further advice on interview preparation
Advertising as a long term career
I am currently looking at a career in advertising. My brother and sister are both lawyers who have a clear career path ahead of them and my mother used to work in advertising. I just wanted to know whether the role of an account handler is taken more seriously by the industry these days (compared to when my mother was an account handler); I notice that you offer training courses and resources for account management which is encouraging.
I am keen to start my ‘career,’ rather than just take on a job and need reassurance that a possible career path would be supported and taken seriously by the majority of agencies if I were to work in advertising. I would welcome your views as industry experts.
I can indeed confirm that the role is taken seriously! Indeed there are
sometimes complaints that too much of the training budget is allocated to the account handling department rather than being spent, for example in creative or creative services.
In the '80's, the IPA launched its 7- Stages training programme which is very popular amongst all IPA staff, but particularly by account handling. IPA Stage 1 is an evening series, at which we typically get about 90% of all new joiners to the creative agencies within our membership. The lectures are from top practitioners in different disciplines who discuss key issues facing the industry from their perspective. Thereafter, there are training courses at key stages in an individual's career development (craft skills at Stage 2, business skills at Stage 3, improving excellence in account direction at Stage 4, advanced business skills at Stage 5, skills for board directors at Stage 6 and agency management skills at Stage 7). We also hold a series of day or half-day courses on a wide variety of subjects which individuals can tap into via their agencies.
In addition to all of this, there is much more training happening within agencies. Our remit is to both provide training and to encourage a climate within which training is taken seriously. To that end, we launched CPD in Advertising in 2000. CPD stands for Continuous Professional Development and is the accreditation standard in people management designed specifically for our industry, and based on the Government-led Investors in People. Commitment to the IPA’s best practice CPD Accreditation Standard is now a mandatory requirement of IPA membership.
Through CPD, we also offer (since 2004) the IPA Foundation Certificate , with the learning available free to agency staff online, which complements both IPA Stage One and the individual's agency CPD induction programme. 4-5 years into the business, you can then go on and study for the IPA Excellence Diploma (a tough but stimulating 15 month study programme).
I hope that this reassures you that the industry has become much more professional. Further information about advertising as a career
Recruitment of Directors for TV Commercials
I wondered if you could provide any information about how advertising companies recruit directors for TV commercials, music videos etc. This is the career I would like to pursue. Any help or advice you can give would be most appreciated.
Ad agencies do not recruit directors to work full-time for them, they choose from a selection of known directors and hire them for a particular job. The directors are represented by PA's who take their show reels round to the Heads of TV in agencies to 'sell' their abilities. Also, agency creatives will apprise themselves of the names of directors of commercials that particularly stand out (plus there is a lot of word of mouth, particularly since creatives move from agency to agency and take their little black book of directors they like with them). I would suggest that you start by approaching TV Production companies and see if you can get a trainee job and work your way up. A list of companies should be available from the APA - Advertising Producers Association - www.a-p-a.net (tel. 020 7434 2651 - Michael Garnet).
Day in the life of an Account Handler
I am currently in my second year at university and have decided that I would like to work in advertising when I graduate. I think that I would like to become an account handler. Whilst I have read about the responsibilities incurred in this role I am still a bit unsure as to what an account handler does on a day to day basis. Could you provide me with a day in the life on an account handler scenario?
I can try! This should give you a top line idea…… An account handler (the client contact person) might begin the morning with an internal client review session with the agency team (incorporating the account planner, creative team, production manager and account handling team — see different job functions ); this could include a review of the competitive market place; brand sales; competitor advertising etc etc and discussion about where the brand can go (and how advertising/marketing communications can help). That might be followed by a telcon with the client - for example to agree a briefing on a tactical response ad (responding to competitor activity) - this would need to be recorded in a written contact report. Then he/she would have to write a creative brief (or they might work together with the account planner to do this). Time for lunch - probably in the pub with other agency team members, or they might nip out into Covent Garden to do some clothes shopping. The afternoon might be spent on doing a bit of admin (sorting out the invoicing, drawing up a timing plan); then perhaps drafting a section of a new business pitch presentation followed by a trip round the agency to see how other team members are doing, making sure they have all the info they need (agencies depend on good team management to get the end product out). End of day, maybe a quiet mentoring chat with a junior member of staff to help them get the most out of their job ... and then, on to the metropolitan night life!
IPA Speakers
I am a school careers advisor who is in the process of arranging a careers evening for my pupils. I was wondering whether the IPA would be able to provide a representative for the evening to talk about how to get a job in advertising.
Unfortunately the IPA does not have the resources to be able to provide a representative for every event. However, we have put together a presentation document for schools and universities to download regarding getting into the industry.
If you do still feel that you require a speaker for this event then I suggest that you go to our list of our member agencies and contact some of them directly to see if they would be able to provide a representative.