Personnel and job roles (U24: P3)

Learning Objective: Understand the behaviours, skills and attributes necessary within the advertising industry.

This was completed as a group with William Glazer and Saul Segalov

Below is a list of different job roles within the advertising industry. I have written the different skills that would be needed from each person and also included a video animation of the different job roles too.

• Account Director
• Account Executive
• Account Manager
• Advertising and Editorial Photographer
• Art Director
• Content Marketer
• Copywriter
• Creative Director
• Creative Technologist
• Developer
• Event Manager
• Graphic Designer
• Illustrator
• Producer
• Researcher
• Senior Account Planner
• Web Designer

Advertising copywriter
An Advertising copywriter produces briefs and scripts of an advertising campaign and also amends advertising copy according to the feedback that is given. The copywriters are responsible for slogans, words and any audio scripts that accompany the visuals within the advert. The Advertising copywriter usually works alongside the art directors to complete advertisement and make them as good as they possibly can. Various skills are required to be able to complete this job role effectively such as, a good ability to be able to spot mistakes in a sentence and correct the spelling mistake or grammar, strong analytical skills and also the ability to work as part of a team.

Brand strategist
A Brand strategist is likely to work under the Brand Manager or marketing team to ensure a brand message that is consistent. The Brand strategist always tries to find different ways of enhancing the branding of a product or service. They also analysis the current market data and trends to enable them to create an accurate marketing plan. Various skills are required to be able to complete this job role effectively such as, excellent communication skills (both written and verbal) and the ability to conduct data by researching current marketing trends.

   Market researcher

 A market researcher is someone who is responsible for understanding and finding the wants and need of a specific group of people often referred to as the target audience. They are very important as they will need allow them to sell there products on o the right people .to be a market researcher you need to make sure that you are organized and hardworking as you will need to make sure that you precise and find out what exactly our there needs. They would be mainly responsible for finding out the needs and wants of the target market tailoring there product or service around them , for example if there targets market are males and they discover males often are drawn to the colour blue they will tailor there product around that.

    Digital strategist

A digital strategist is someone who works within an organization to identify unmet needs, goals, opportunities and challenges of all departments and aspects of the business. Then they create and oversee the execution of a plan through specific initiatives to meet the objectives of the strategy. They would be responsible for making sure the brand that they are working for have a clear objective and goal and know how they will get there. For example they will plan how the brand will be marketed , sold and distributed making sure that it all comes under the same image 

Creative director  

The creative director works with the creative to create, plan and deliver a strategic vision for the clients. This would enrol them planning adverts, supervising the entire creative process and helping the team that works under them. This is a senior role, so they need to be proven as a leader and make sure they can set task and put down authority when needed. They would need to make sure they can build an environment for the creative team to work in and so they can oversee their ideas and projects making sure that they don’t go behind schedule. They would liaise with clients to keep them informed and to highlight any issues that have been brought up in the project. The skills that are required for this job role would be to be able to communications, leadership, decisive, strategy, marketing awareness, interest in social and cultural trends, understanding of photography.

Art director  

The art director would also be known as the creatives the reason for this is because they would be the ones creating all the ideas for the visual elements of the advert. As the art director, they would work closely with the copywriter to make sure they have everything in check. The art director would also sketch out ideas or create a storyboard. They would also pitch their ideas to the clients, but before that, they would have meetings with the creative directors and account manager making sure everything is done correctly and looks professional. The skills required for the art director would be creativity, understanding of photography, typography and printing techniques, communication, leadership, expertise in relevant software and awareness of social and cultural trends.