1. Advertising Agencies
Where do you fit in?
By: Michael McCoy, Travis Reed, MAdison Guernsey
Designer Do you consider
yourself creative?
Thinking hurts my
brain... Copywriter
+ Creates layouts and designs of logos,
+ Develops concepts and ideas for
packaging, advertising, marketing
advertising and marketing materials and
collateral, and other published materials in Duh! campaigns.
print and online. I’m poetic about
ketchup, kitchen + Writes a wide variety of communications
+ Selects and arranges photos, type, Nothing gets me going Do you like working appliances and
I’m a Pictionary Are you visually I struggle with my What is your for print, TV, radio, and the Internet.
illustrations, and color. like the sweet hum of more with people or tennis shoes.
a 4.0GHz Dual Core computers? master! artistic? stick-figures. writing style like?
+ Generates ideas with other members of the
+ Collaborates with Copywriters and Art processor, with 5GB creative team.
Directors on concepts. DDR3 interface high
performance memory! Real business is I occasionally
done through doodle in class. I’m a sorority girl who
Average Salary: $47,523 face-to-face loves tweeting about Average Salary: $42,213
communication. what I had for breakfast
Are you a good and what shoes I am
I was the co-captain leader? going to wear at my
Are you more of my highschool sorority’s function.
chess team.
Account Planner consumer- or
client-oriented? Are you questioning
+ Acts as the bridge between the consumers my authority?
Of course, just ask my
and the agency’s account, creative, and 3,642 followers. Social Media
Strategist
media teams. Both, but Both, but clients are
consumers know the ones paying the
+ Gains insights into customer attitudes and
what they want! Do you like working
needs through quantitative research;
bills!
with small groups, + Creates and implements a social media
qualitative research including focus groups; or big groups? strategy for an agency’s campaign.
and competitive analysis.
With a nice glass of How do you get I can only heard so +Responsible for finding the brands target
+ Translate customer insights into chardonnay and many sheep... Go big or go home!
into the mind of audience online and engaging with them by
advertising, brand, and creative strategies. some Barry a 54-year-old building a tight-knit community.
Manilow tapes. How much
woman?
responsibility are I put the team + Monitors brand mentions, competition
Average Salary: $61,138
you willing to bear on my back! and analytics; rewards brand advocates to
How much increase word of mouth marketing.
Cut her head open on your shoulders?
money do you
and look!
want to make?
I’m a shopaholic Average Salary: $55,327
and a bargain What are your
hunter, but I never shopping habits
really buy anything. like? I am willing to take I am willing to take The quality of work my
some responsibility, full responsibility for group produces is more I could always use a
including the creative the success or failure important than the third summer home
process of my team. of my team. number of zeros in my in Tuscany!
I spend more money
in a day than Kim paycheck.
Media Planner Kardashian!
Producer
+ Develops, executes, and monitors media
plans for advertising clients. + Manages creative projects from
+ Analyzes the audiences, content, and Media Buyer Art Director Creative Director Account conception to completions.
rating of a wide range of media outlets.
+ Purchases and places print, radio, TV, and + Sets a stylistic and artistic direction of + Responsible for the creative strategies and
Management + Responsible for delivering projects on time
and on budget.
+ Within specified budgets, selects the media online advertising. advertising and marketing materials and direction of advertising and marketing
outlets, target audiences, scheduling, and campaigns in print, TV, and on the internet. materials and campaigns. + Manages accounts of advertising clients. + Works with creative teams on assigning
geographic emphasis, which enable clients + Negotiates rates with media outlets and team members and defining tasks and
to achieve their advertising and marketing recommends media buying opportunities. + Oversees the work of designers, + Supervises the work of art directors, + Helps clients develop advertising project needs.
objectives. illustrators, photographers, and others. copywriters, and designers. strategies; media plans; and solutions to
+ Also conducts post-buy media analysis creative, logistical, and technical problems. + Develops and overseas budgets and
and tracks and reports on results. + Often collaborates with a copywriter in + Evaluates and ensures the quality of schedules.
Average Salary: $48,520 developing creative ideas. creative content for new-business and client + Responsible for estimating and
pitches. monitoring project timelines. Involved in Average Salary: $163,298
new business development.
Resources:
- Morrison, Deborah. Robbs, Brett. Idea Industry. One Club Publishing. 2008.
- KeneXa Corporation. March 2012. [www.salary.com] Average Salary: $93,945 Disclaimer:
- Simply Hired Inc. March 2012. [www.simplyhired.com]
Average Salary: $56,367 Average Salary: $98,832 Average Salary: $89,742 This should not serve as a career decison-making tool. There are hundreds of various
- The Paladin Companies. 2012. [www.paladinstaff.com] jobs in the advertising industry, and it’s up to you to figure out which position best
- Graphics and design by Michael McCoy fits your skills, traits and personality.