Advertising: advertising, media and marketing communications covering creative, media, digital, direct marketing, integrated communications, sales promotion and sponsorship
The UK's vibrant and rapidly changing Advertising industry has a worldwide reputation. In size and value it ranks second only to the USA.
- Employment in advertising totals 26,560
- "Advertising only" agencies account for 80% of the total workforce
- 70% of employment is found in London
- Advertising contributes £1.46bn to the UK economy
- Around half the workforce is aged 34 years or under
- Most workers are aged 30 to 34, 19% of the total workforce
- 12,300 businesses operate in the sector
- 44% have a turnover equal to or more than £1m
Advertising is an attractive and highly competitive industry. For new entrants outside the graduate recruitment process, recruitment tends to be informal, knowing the right person at the right time, the portfolio crits process, or unpaid work experience/placements.
By the very nature of the industry it is required to be outward looking, prioritising the relationship between agency and the client. Staff turnover is generally high and there is a perception that this keeps the industry fresh. Those that can cut this environment on either the creative or account management side have to prove their ambition and determination to succeed.
New technologies have led to the development of different advertising opportunities. The commercial landscape is rapidly changing as consumers fragment across different media and technologies, advertising disciplines merge, new global markets open up and clients become increasing savvy (via MBAs, etc). The pressure is on for the industry to be technologically, globally and demographically up to speed.
Despite the economic productivity of Advertising, contributing £1.4bn to the UK economy each year, it is perceived by many as a cottage industry.
The skills gaps
The Creative and IT roles are proving the most difficult to fill.
This is linked to the growing importance of digital and interactive media and how to creatively apply this knowledge.
Management and leadership are the skills the industry wants from new recruits.
Communication planning, intellectual property and organisational skills are also in great demand.
Supporting Advertising
Advertising Skills Advisory Panel
Creative & Cultural Skills are working closely with industry via the Advertising Skills Advisory Panel. This panel is chaired by Tess Alps, Chief Executive, Thinkbox TV.
Cultural Leadership Programme
The Cultural Leadership Programme (CLP) working in partnership with the Institute of Practitioners in Advertising (IPA) and Ashridge Business School are developing a programme aimed at supporting strong leadership, business growth and creative renewal within the creative and cultural industries. Initially focusing on Advertising, Design and Music Sectors, the programme is due to be piloted in Spring 2009.
Diagonal Thinking
"Diagonal Thinking" is a concept which underpins a new tool designed to aid the recruitment of talent into the creative industries. The online, entry-level, Diagonal Thinking Self-assessment will measure two components: linear (or rational) thinking, and lateral (or creative) thinking. Due for launch in summer 2008, Diagonal Thinking will be available free of charge via the IPA website and Creative Choices. For more information on Diagonal Thinking
Here are a few links where you can learn more:
- IPA (www.ipa.co.uk)
- D&AD (www.dandad.org)
- NABS (www.nabs.org.uk)
- Advertising Association (www.adassoc.org.uk)