Overview
A career in advertising is dynamic, fast-paced, and highly creative. At its core, advertising involves crafting persuasive messages to promote products, services, or brands. However, the industry goes far beyond traditional adverts, covering areas like public relations, digital marketing, media planning, and brand strategy.
Advertising is made up of three key sectors:
- Advertisers – Businesses that pay to promote their products or services.
- Agencies – Companies that design, plan, and manage advertising campaigns.
- Media Owners – Organisations that provide advertising space (e.g., TV networks, magazines, social media platforms).
The rise of digital marketing and AI-driven analytics has transformed advertising. Brands now focus on social media, influencer marketing, and data-driven campaigns to engage audiences. This shift means analytical skills are just as valuable as creativity, making the industry accessible to a broad range of graduates. With numerous career paths available, advertising suits those who are creative, analytical, strategic, or people-oriented—offering a wide range of opportunities from content creation to consumer research.
Average Advertising Graduate Salary
Advertising Graduate Career Path
There are several roles within advertising, allowing graduates to specialise based on their interests and skills.
- Account Management
- Liaising with clients to understand their advertising needs.
- Overseeing projects and ensuring campaigns run smoothly.
- Requires strong communication, project management, and negotiation skills.
- Media Planning & Buying
- Researching and selecting the best media channels for campaigns.
- Negotiating ad placements on TV, radio, social media, and online platforms.
- Analytical and numerical skills are highly valued in this role.
- Creative Roles (Copywriting & Design)
- Developing the visuals, slogans, and messaging behind advertising campaigns.
- Includes roles such as copywriter, graphic designer, and art director.
- A strong portfolio of creative work is often required.
- Market Research & Analytics
- Analysing consumer behaviour, campaign performance, and advertising trends.
- Roles include data analyst, consumer insights specialist, and research executive.
- Ideal for graduates with analytical or statistical backgrounds.
- Public Relations (PR) & Brand Management
- Managing brand reputation and media coverage.
- Writing press releases, organising events, and handling crisis communication.
- Suited to those with strong communication and networking skills.
Most graduates start at advertising agencies, but there are also opportunities in retail, media, financial services, and fast-moving consumer goods (FMCG). Media sales is another entry point, working with TV networks, magazines, or websites to sell advertising space.
Many junior roles focus on campaign coordination, market analysis, or client services, providing a strong foundation for career progression into senior creative, managerial, or strategic positions.
Qualifications and Skills Needed
What proportion of candidates as a percent we place into Advertising graduate careers and the typical qualities graduate employers look for.
GRB Placements for Advertising by Degree
Typical Candidate Attributes
What Degrees Are Useful for Advertising?
While a degree isn’t always required, these subjects are particularly relevant:
- Marketing, Advertising, or Business Studies – Ideal for account management and media planning.
- Media Studies, Journalism, or Communications – Useful for PR, content creation, and branding.
- Psychology or Sociology – Helps in consumer behaviour analysis and market research.
- Mathematics, Statistics, or Economics – Valuable for data-driven roles in media buying and analytics.
Many employers focus on skills and experience rather than specific degrees, so practical experience and creativity can be just as important.
Essential Skills for Advertising Careers
- Creativity & Innovation – Generating fresh, engaging campaign ideas.
- Communication & Teamwork – Collaborating with clients, designers, and strategists.
- Analytical & Numerical Skills – Understanding market trends and campaign performance.
- Commercial Awareness – Knowing what makes brands and advertising successful.
- Problem-Solving & Adaptability – Keeping up with changing consumer behaviour and digital trends.
- Organisation & Time Management – Managing multiple campaigns and deadlines.
Many advertising agencies receive thousands of graduate applications, so gaining internships, work experience, or networking contacts can significantly improve your chances. For creative roles like copywriting and design, building a strong portfolio is essential. Aspiring creatives often form partnerships (e.g., a copywriter and an art director) to showcase their skills.
Application & Recruitment Process
Applying for advertising roles varies depending on the company, but common application steps include:
- CV & Cover Letter Submission – Highlighting relevant skills, work experience, and passion for advertising.
- Application Questions – Many agencies require responses to creative questions, such as:
- If you could help a public figure improve their image, who would you choose and how?
- Describe an advert that could have been brilliant but wasn’t – and how you would improve it.
- Interviews & Assessments – This can include:
- Creative Presentations – Pitching campaign ideas.
- Group Exercises – Testing teamwork and problem-solving skills.
- Numerical & Analytical Tests – Evaluating data-handling abilities (common in media planning roles).
- Final Interview – Often with senior management or creative directors.
For creative roles (copywriting or design), graduates often form partnerships (e.g., a copywriter and an art director) and build a portfolio of work to showcase to agencies. Networking and industry connections are key to securing roles in this area.
Sources for Further Information
Chartered Institute of Marketing www.cim.co.uk/more/get-into-marketing
Institute of Practitioners in Advertising www.ipa.co.uk
Communication Advertising Marketing Education Foundation www.camfoundation.com
The Advertising Association www.adassoc.org.uk
Advertising Standards Authority www.asa.org.uk
The Account Planning Group www.apg.org.uk
Incorporated Society of British Advertisers www.isba.org.uk