Are you interested in a more creative field? SEO is partnering with the Institute of Practitioners in Advertising (IPA) and its 250+ member agencies to help better educate students from under-represented ethnic backgrounds about the career options in the creative, digital and media industries.
These options include much more than just purely creative roles - there are an equal number of opportunities in data gathering and analysis, communications, business strategy and project management as well.
SEO and the IPA will be conducting training and networking events throughout 2012 to provide students with access to both many of the leading agencies and also practical experience of the wide variety of work and graduate roles available in the advertising industry. This will helpfully provide you with an excellent insight into the industry and where you might excel. In addition those that impress will be considered for internships (including the IPA Ad School in summer 2012) and graduate opportunities with the leading ad agencies.
Students interested in any of SEO’s other industry programmes can also take part in the Advertising & Marketing Communications programme at the same time.
What do you get?
- SEO will be running a series of one day training workshops and networking days between February-April 2012 to expose selected students to the wide variety of careers and work available within the industry. These sessions will be hosted by leaders from the top UK advertising and marketing communications agencies who will also spend time with each of the students participating throughout the day. Those that impress will be fast tracked for internship and graduate opportunities with the IPA’s 250 agency members.
- Consideration for a place on the extremely competitive IPA Ad School in summer 2012. The scheme will give you the opportunity to get a taste of agency life whilst working alongside some of the key figures in the advertising and marketing communications industry. For more details on the school see http://www.ipa.co.uk/Content/Ad-School-2012
- Mentoring opportunities from staff from IPA member agencies who will help guide you through your internship.
- Ongoing support from SEO and the IPA in accessing career opportunities in the industry with IPA member agencies, including attendance at follow on networking and career events and registration through the IPA Talent Pool.
The scheme is open to students in all years of undergraduate and postgraduate study. If you are keen to apply for a place on the scheme please click here
To learn more about the IPA, its member agencies and the different career options for you in the industry, please read on.
Institute of Practitioners in Advertising
Did you know?
Advertising is one of the most dynamic sectors in the economy, employing over 250,000 individuals in the UK and many more worldwide.
It's fast-moving and fast-changing; online advertising is now 25% of total expenditure and the UK is ahead of both the USA and the rest of Europe in its adoption of digital.
Advertising is also a dominant player in the UK's creative economy, representing 0.7% of UK GDP; it's an important link in the demand and supply chain between big business, old and new media, creative arts and entertainment.
Agencies are at the heart of the advertising sector, and the 250 agencies in IPA membership are creative, media and digital pioneers, providing 20,000 jobs and a brand communications innovation hub to over 5,000 UK, UK-based, and international blue chip businesses, public sector organisations, social enterprises and charities.
For a full list of IPA member agencies please see http://www.ipa.co.uk/AgencyList.aspx.
Career and professional development
Fifty percent of IPA member agencies belong to international networks, and offer opportunities for international assignments and global career pathways. Of the remainder, half are high-growth start-ups by 30-something entrepreneurs.
It is an obligation of IPA membership to provide continuous professional development (24 hours p.a. minimum) to all employees. Most exceed this target.
New talent for a new economy
Jobs in advertising are changing to reflect the needs of a global digital economy and the industry is now seeking graduates from a wider range of disciplines than ever before to meet the following types of job specs:
(1) Data-gathering and data analytics (strong linear thinkers)
These roles require:
- statisticians, mathematicians and computer scientists with commercial intuition to develop online trading platforms for the future;
- network engineers and behavioural scientists to create and develop management user experience models to link communications in both the online and off-line world; and
- economists and econometricians to demonstrate the business impact of alternative communications strategies and tactics.
(2) Communications and business strategy (more linear than lateral)
These roles require:
- biologists, psychologists and sociologists to develop new models of segmentation and channel navigation; and
- physicists, philosophers and linguists to develop new ways of doing business that are socially and commercially viable.
(3) Creativity and project management (linear and lateral in equal measure)
These roles require:
- all degree holders, who are creative thinkers and are able to oscillate between linear and lateral thinking in order to find solutions to complex problems relating to brands, business and people.
- the IPA call this Diagonal Thinking™.
For more information on Diagonal Thinking and to work out what your combination of linear and lateral thinking is you can complete the online test at http://www.diagonalthinking.co.uk/
