The following is a brief overview of the types of roles available for graduates looking for jobs in advertising.
Account Handler Jobs
The account handler is a sort of project leader - the project, in the case of the advertising agency, being the campaign. The account handler ensures that the client is satisfied throughout the course of the campaign. But it is also the job of the account handler to develop a long-term relationship with the client. Account handlers must be good with people, negotiating, all forms of communication, disciplined, good at time keeping, enthusiastic, persistent and energetic.
Account Planner Jobs
Account Planning is representing the consumer in an advertising campaign. The account planner must find something that differentiates the brand to competitor brands and that will offer a real benefit to the customer. Account planners must be lateral-minded, strategic-minded, excellent at research (in most cases qualitative research), good at communicating ideas and strategies, and more.
Copywriter and Art Director Jobs
The account planner approaches the copywriter and art director with a creative brief (containing the 'big idea' for a campaign). The copywriter and art director must base their creative concept around this. Although the copywriter specializes, obviously, in copywriting, and the art director in visualizing, in reality they both often wander into each other's territory. Copywriters and Art Directors normally work together in teams of two, and will often arrive and leave an advertising agency, as a team.
Production are responsible for the finished look and quality of the finished products (whatever media that may be).
Media planners and buyers are often employed by advertising agencies, working, closely, alongside the account planner (the account planner and the media planner overlap, very much, in their focus on consumer behaviour, creative thinking, and so on), as well as others. Media planning is now very much embedded in the new types of media available today. New media (internet, mobiles, digital TV, digital singnage), relative to traditional media, is a complicated business. It is complicated because of all the different ways these types of media can be used to carry out advertising. And it is also complicated because of the variety of consumer groups within the broad spectrum of new media. Therefore you need different sorts of people in advertising with different (and similar skills) coming together to offer an overall, integrated package for the client.
Media planners and buyers can also be found outside advertising agencies. But at the end of the day, graduates looking for media planer and media buyer jobs need to be aware that working closely with people inside advertising agencies, and knowing how advertising agencies work, and the whole process that goes into the creation of a campaign, is something that media planners and media buyers have to become familiar with, and knowledgeable of.
New Advertising Job Board.