If you’re passionate about working in the creative side of advertising, you’re in for an exciting and fast-paced career! Whether you’re drawn to copywriting, graphic design, art direction, or video production, the creative side of advertising allows you to bring ideas to life and shape how brands communicate with the world. Here are some tips to help you break into the industry, find internships, and increase your chances of landing that dream job, especially in the UK.
1. Understand the Industry
Advertising is constantly evolving, so it’s important to stay updated on trends and technologies. Some key things to focus on:
- Creative Roles: Explore roles like copywriter, art director, graphic designer, creative strategist, and video producer. Knowing where your strengths lie will help you build a focused portfolio.
- Ad Trends: Stay informed on the latest trends (e.g., interactive ads, experiential marketing, and social media campaigns). Follow industry blogs like Campaign, AdWeek, and Creative Review to stay ahead.
- UK Ad Agencies: Familiarize yourself with leading creative agencies in the UK like BBH London, Ogilvy UK, Mother London, and AMV BBDO. Knowing the players in the market is a great start.
2. Build a Killer Portfolio
Your portfolio is your biggest asset when it comes to creative advertising roles. Here’s what to include:
- Spec Work: If you don’t have real-world projects, create spec ads for brands you love. Show off your creativity and problem-solving skills.
- Diverse Content: Include a range of media (videos, social campaigns, print ads, etc.) to show you’re adaptable.
- Explain Your Process: Don’t just show the final product—highlight your creative thinking, strategy, and why you made certain choices.
3. Networking is Key
In advertising, connections can be as important as your portfolio. Get your name out there by:
- Attending Industry Events: Go to events like D&AD New Blood or AdWeek Europe where you can meet professionals and peers in the industry.
- Creative Communities: Join online communities like The Dots, Creativepool, or Behance to showcase your work and connect with others in the industry.
- LinkedIn: Make sure your LinkedIn is updated with your work and projects. Follow agencies and professionals you admire, and don’t be shy about reaching out to ask for advice.
4. Finding Internships
Internships are one of the best ways to get hands-on experience and break into the creative side of advertising. Here’s where to start:
- Agency Websites: Many UK agencies have dedicated internship pages. Check their career sections or set up alerts on platforms like Indeed or LinkedIn.
- The Dots: A creative professional network where you can find job and internship postings in advertising.
- Creative Access: A UK-based organization that connects underrepresented talent with creative industries. They offer great opportunities for internships.
- Reach Out Directly: If there’s a specific agency you’re interested in, send a polite, personalized email introducing yourself, sharing your portfolio, and asking about any upcoming internship opportunities.
5. Getting Hired
Once you’ve built your portfolio and got some experience, it’s time to land your first job. Here’s how to stand out:
- Tailor Your Application: Each agency has its own vibe. Tailor your CV and portfolio to match the agency’s culture and tone. Show that you’ve researched their work and values.
- Be Persistent: The advertising industry can be competitive, so don’t be discouraged if it takes time. Keep applying, refining your portfolio, and expanding your network.
- Creative CV: Make sure your CV and cover letter reflect your creative abilities. Think outside the box—whether it’s a visually striking design or an attention-grabbing personal statement.
6. Stay Open to Freelancing
Many creative professionals in advertising start their careers freelancing. It gives you flexibility, experience, and the opportunity to build a portfolio. Websites like Upwork, PeoplePerHour, and YunoJuno are great places to find freelance gigs in creative advertising.
Final Thoughts
Breaking into the creative side of advertising takes persistence, creativity, and networking, but it’s an incredibly rewarding field. Take every opportunity to build your skills, connect with industry professionals, and never stop creating!
I’d say focus on creativity and strategic thinking first—telling a story that connects with people and fits the brand. The Futur and CreativeMornings have great communities, and Made to Stick is a good book for learning how to make ideas stick. Hope that helps!