Do you think laterally? Or in a straight line? Perhaps diagonally?
Is your strength to plan? Or do you prefer to create? Perhaps you are someone who prides yourself on getting things done. Whatever category you fit into – Advertising has a role for you.
PLAN – Linear Brain.
You think logically and plan things to get from A to B. You might like to be working in a role as a developer making websites, analysing data or planning campaigns. Below
- Strategic Planning – Representing the consumer, Strategic Planners are responsible for developing the key strategic insight that lies behind the advertising idea.
- Media Planning and Buying – Media Planners connect the consumer to the creative idea; Media Buyers are responsible for negotiating with the media owners to get the best position, timing and pricing for their client’s media space.
- Real Time Media Planner and Buyer – Planning, implementation and maintenance of online media advertising campaigns. Strong interest in digital media technologies, data analysis and the ability to use API tools, are key to this role.
- Developer (Web & App) – A Developer takes ownership of the entire build phase of creating websites and apps. Working with creatives and UX, they are responsible for writing custom scripts to accommodate a client’s needs. They are either professionally trained in, or have ample personal experience working with various scripting languages, like HTML.
- Digital/Social Media Strategist – With a keen interest in consumer behaviour, the strategist gathers and analyses information and data. From this, they plan and develop digital advertising campaign strategies via Search, Social and/or paid for advertising.
- Data Analyst – This role involves analysing data to identify insights and provide performance reports. Good working knowledge of spreadsheets, API tools and statistical software packages are needed.
- Econometrician – A highly specialised role that analyses and forecasts market and consumer behaviour using a variety of econometric and statistical software packages.
- User Experience (UX) Planner – Understanding of brand concepts and the relationships that customers have with technology are needed to help UX Planners design great online experiences. Knowledge of wireframes, sitemaps and the user journeys are key to this role.
DO – Diagonal Brain.
You can move from logical, linear thinking to leaps of faith and intuition. You don’t mind a bit of conflict but you also pay attention to how people feel. You could be an account executive, producer, or a project manager.
- Account Executive – The Account Executive and wider account management team are the bridge between the client and the agency. Account Execs are responsible for ensuring the smooth running of client accounts in the agency and develop effective working relationships with client contacts and all the key functions that go into creating the agency’s advertising output. Problem solving and organisation are key skills needed in this role.
- Creative Services & Production – They ensure the internal process is smooth and the ads are made to the highest quality, on time and to budget. The people in this process need a variety of skills and can be split into three main areas – those who control the internal process within an agency, those who source the outside talent for production and those who oversee the production itself. Typical roles include – Creative Services Manager, Art Buyer, TV Production, Studio Project Management, Traffic Management and Print Production.
CREATE – Lateral Brain.
You are creative, imaginative and love playing with ideas. You like the idea of inventing compelling advertising that addresses a brand’s business problems and seeing your work in the real world. Below are the type of roles most suited to those with linear brains:
- Art Director – Art Directors are responsible for the creation and development of advertising ideas, with a focus on their visual appearance, in order to solve business problems for their agency’s clients.
- Copywriter – Copywriters also create advertising ideas, but with a focus on the written words (copy) within these. This copy can be anything from headlines and body copy for print advertising to TV commercial.
- Web Designer – Web Designers bring creative ideas to life across a variety of digital formats. Working with the creative teams, users experience designers and web developers they ensure a strong visual end-product. This is by no means a complete list of job roles within advertising – it just provides a taster. Of course, there are roles in Finance, PR, Marketing, Legal