How to get into Advertising

A few weeks ago I attended the guest lecture by past student and Ogilvy Advertising agency account planner Matt Box. Although it was a general advertising lecture, Chris thought it be suitable for FCP to go along.

Matt started out by asking 'What is advertising?'. Advertising is creative solutions for business problems. I particularly liked this definition. Whilst Advertising is one of the most creative jobs you can get, it can work with the most serious of companies from law firms to banks.

We were then told that there are around 4 roles you can have whilst working in Advertising:

• Account Manager - keeps smooth runnings, keeps good communication with client and has great time management.


• Account Planner/Strategist - the thinkers, they observe the problem and help to resolve it by coming up with a great idea. They then write the creative brief.


• Creative- Uses the brief to execute the idea & create final product


• Creative technologists- Help to come up with new technology for the advertising campaigns

Then we were told about the different kind of advertising:

• 'Above the line' is advertising where you pay for the space - TV, radio, newspapers, sidebars online etc


• 'Below the line' is when you already know who the audience is so you target them directly

The routes into the industry are:

• Entry level


• Internships (design agencies)


• Portfolio review


• Graduate scheme

Matt gave some great first-hand tips to get onto a grad scheme. The last is my favourite!! It encourages you to be different and to do what you want, not sticking by the rules. You'll stand out more:

• Use experiences to sell yourself


• Don't copy and paste your CV, create bespoke one for each job


• Remember that Advertising isn't just TV


• It's better to be interesting than right

Porfolio tips:

• Think Big - think interesting and outside the box


• Sum up your work in one line


• Work in truths - use insights and facts


• Embrace scamps (sketches)


• Don't be afraid to ask questions


• Make a great website & make sure it works on all platforms

I found it really interesting to hear the experiences of a past student taking the steps into the working world. To know that it is within reach to get the career you want if you try really hard is really motivating. I really enjoy the graphic design/digital elements of the course and therefore it was interesting to learn about how an advertising agency works- I could possibly be working in one, one day!