Advertising, Marketing & PR

Do you think to break into advertising you just need to slap on some thick, black framed glasses, acquire a taste for soy latte macchiato and ‘bounce’ creative ideas around an intimidatingly cool office? Or that PR account executives just spend their time going to business breakfasts, brunches, lunches and dinners? Careers in advertising, marketing and PR are actually far more challenging and interesting than the stereotypes suggest.

So what is this industry all about? Well, all the work in this sector aims to develop and enhance public interest in a brand, organisation, person or product. Everywhere we go, we interact with advertising initiatives, marketing strategies and PR campaigns: when we read an advert on the train, when we decide to buy a laptop, or when we discuss the latest celebrity gossip.

It’s not just all about being a creative genius though; creativity is important but the industry would not be able to function without the essential research, planning and strategy of account executives and planners. People who work in advertising, marketing and PR are highly organised, energetic and have excellent communication skills.

PR companies are not just populated with jolly-hockey-stick-Chelsea-types, claiming to “know everyone who is worth knowing, darling.” PR companies are used to maintain, develop and manage the public image of various clients. With the rise of social media and email, what happens in Las Vegas WON’T stay in Las Vegas, it’ll be around the world in the blink of an eye. To work in PR, you need to have exceptional organisational skills, an eye-for-detail and boundless energy. And yes, there is some truth behind the stereotype: it does help to be a bit of a social butterfly.

If you’re harbouring Mad Men-esque fantasies of advertising (sharp attire, chain-smoking and mid-morning martinis), then you might be disappointed. Advertising has moved on from the 50s. Advertising agencies work for clients, researching, planning and creating adverts on their behalf. ‘Creatives’, the Don Drapers of the advertising world, dream up the ‘big ideas’ that the art directors and copywriters put into action. Digital advertising is big news, requiring you to be ever more creative and innovative. But don’t worry, it isn’t all about creativity. Account managers handle research, strategy, administration and client relationships and therefore it does help to be a bit of a schmoozer.

Marketing is becoming ever more important. Careers in marketing tend to start within the in-house marketing departments of larger companies. Rather than working on lots of individual projects (like advertising agencies), marketing departments can focus all their attention on a single mission: promoting their own company. They devise the strategy for all communication and sales campaigns, and build strong relationships with their customers.

If working in PR and advertising doesn’t tickle your fancy, you might want to consider market research and brand consultancy. These are thriving areas of the industry. Market researchers and brand consultants conduct market research on behalf of companies to assess the value of their advertising campaigns and offer expert advice. Or, if you are super commercially aware and media-savvy, then what about a career in media buying, planning and sales? An exciting area of the industry, which is concerned with the nitty-gritty aspect of putting adverts in the right place.