Junior advertising creative
Creative and design
Level 3 -
Advertising Creatives are responsible for coming up with original, exciting and memorable ideas that meet client's briefs and which can then be used in a range of mediums (e.g Radio, TV).
Reference: OCC0925
Status:
SOC 2020 sub unit groups:
- 3554/01 Advertising and marketing executives
- 2494/01 Advertising account managers
- 3554/99 Marketing associate professionals n.e.c.
Technical Education Products
Employers involved in creating the standard:
Across the Pond, AIM Awards, AMV BDDO, Arch Apprentices/Avado Learning, Creature, Crowd, Drummond Central, Essence, Institute for Practitioners in Advertising (IPA), Labcorp, M&C Saatchi, McCann Central (Milton Keynes), Mother, NOW, RAPP, The&Partnership, VCCP, Wieden +Kennedy, wpg
Summary
This occupation is found in the advertising industry. In the increasingly competitive global markets, it is the brands with creative, original, engaging advertising that really stand out from the crowd. Advertising helps turn products into brands by establishing a relationship between the consumer and the brand, thus securing long term, loyal custom. This is a specialist occupation which is found principally within advertising agencies, but Junior Advertising Creatives have skills that can be applied across a wide range of sectors, wherever there is a creative need for advertising, for example in the creative department of a broadcaster. In the United Kingdom there are thousands of people employed in this busy, fast paced and vibrant industry.
The broad purpose of the occupation is to come up with creative ideas which help bring forward fresh thinking and transform businesses and behaviour. This is achieved by creating standout advertising. The Junior Advertising Creative occupation is about origination. They start with a blank piece of paper and come up with a big idea that can be executed across multiple Media touchpoints.
Junior Advertising Creatives work on campaigns that provide people with information most effective to the target audience to help them make better informed decisions. A campaign is a series of adverts running in a short period in different mediums but with the same idea. They create adverts to encourage people to buy products, change their behaviour (for example to wear seatbelts or stop smoking), give to charitable causes or even effect social change (for example, reducing the use of single use plastic). They aim to delight, move and solidify the consumer’s understanding of that product or brand, service, issue or cause. They dramatise the product or services' benefit. Junior Advertising Creatives think up, develop and produce inspiring and effective advertising campaigns for clients, which can be delivered through appropriate and exciting media channels and platforms. This includes television, radio, newspapers, cinema and social media, and other digital platforms, but the world is changing, so Junior Advertising Creatives are also always on the lookout for new ways to present their ideas.
In their daily work, an employee in this occupation interacts with a wide range of people. They report into and are supported by more Senior Advertising Creatives. They work alongside the broader advertising team in conceiving and developing ideas. The Junior Advertising Creative originates the idea, and may work with Advertising Executives who act as the link between them and the client. They also work with others in the industry who are involved in delivery of the idea, such as Junior Content Producers.
Once an idea is formed, they work with the people who bring the idea to life. Typically this includes film directors, photographers, artists, illustrators, musicians and designers. They might occasionally be asked to present their ideas to the client, but this varies from company to company. Whilst this is an office-based occupation, good ideas can happen anywhere so Junior Advertising Creatives are not exclusively office based. As part of delivering a campaign, they may visit locations such as recording studios, film sets, sound stages, colour grading studios and even overseas locations, so they need to work flexibly, particularly if on a TV commercial shoot or helping towards a big presentation.
An employee in this occupation will be responsible for originating surprising, brilliant, exciting, ingenious concepts and ideas. This can be a matter of opinion, so they need the tenacity and resilience to bounce back from setbacks, constructive feedback and also embrace criticism of their ideas. They are conscious of deadlines, budget restrictions and brief requirements. (There are two types of brief - the marketing business brief and a focused creative brief used to inform creatives of the task.) They usually have a number of creative projects running at the same time but at different stages and are responsible for making sure they all meet their deadlines. This is an occupation where you can be yourself, introvert or extrovert, because it is the ideas which matter.
Employers involved in creating the standard:
Across the Pond, AIM Awards, AMV BDDO, Arch Apprentices/Avado Learning, Creature, Crowd, Drummond Central, Essence, Institute for Practitioners in Advertising (IPA), Labcorp, M&C Saatchi, McCann Central (Milton Keynes), Mother, NOW, RAPP, The&Partnership, VCCP, Wieden +Kennedy, wpg
Typical job titles include:
Keywords:
Knowledge, skills and behaviours (KSBs)
Duties
Duty D1
Understand client marketing problems and develop creative ideas and concepts to solve the problem.
Duty D2
Take the creative brief from the account planner, the person in the advertising team with best understanding of how the advertising communication will help solve the client requirement, and ask intelligent questions to better understand the client’s need for example, about the target’s motivations or journey to purchase.
Duty D3
Articulate their creative ideas to creative directors and/or senior creatives using appropriate presentation materials such as story or mood boards, to obtain their feedback on their ideas.
Duty D4
Present creative ideas to the advertising team and occasionally their clients to obtain feedback on their ideas and ensure they meet the client's brief, using presentation materials such as video and music clips, photomontage storyboards.
Duty D5
Develop creative presentations using appropriate materials such as story boards, music, film, illustration montages, being aware of advanced materials such as an animatic and mood boards, collection of images and text, to help bring the idea to life.
Duty D6
Assist senior creatives to prepare for new business pitches, for example, by working on a "shadow brief" to come up with additional and or alternative ideas, which can then be presented in a competitive setting i.e. where a number of companies are pitching for business, to a potential new client.
Duty D7
Amend or redevelop ideas in response to feedback, this can include feedback from a range of sources such as colleagues, clients and research organisations, ensuring any actions taken are in line with the agreed brief.
Duty D8
Work with specialist producers to help find the right directors, casting, photographers or music, for example prior to a TV commercial pre-production meeting.
Duty D9
Collaborate successfully with the wider company advertising team and suppliers to help their ideas come to fruition, within budget and time scales, including basic understanding of what channels the Media Executives are recommending.
Duty D10
Attend external locations, for example TV & print shoots, in order to assist with the creative aspects of the production, ensuring the location enhances, rather than detracts from the creative idea. For example, if filming in the countryside, choosing a lush green field, over a muddy field, if the advert is depicting the benefits of visiting a rural location.
Duty D11
Attend edits and post-production sessions in order to answer any questions from the producer regarding the advertising concept and the customer's brief.
Duty D12
Maintain awareness of creative work done by competitors, both in the UK and internationally; market and or technology developments and cultural trends in relation to the accounts being worked on to ensure campaigns are unique and the final product meets the concept and brief.
Duty D13
Write text and stories, create designs and layouts: all of which bring an idea to life within different mediums, for example, TV, radio, cinema, newspaper, magazines, direct mail, promotions.
Duty D14
Manage the pressure of tight deadlines and busy schedules, working on multiple projects simultaneously as required.
Occupational Progression
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Technical Occupations
Levels 2-3
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