Account services
A degree will help. A few years' experience in commerce, particularly in marketing will help even more. So will experience of a particular industry if relevant to the agency to which you are writing. The Advertiser's Annual lists an agency's accounts but these can go quickly out of date so check first. If you are writing, include a brief account of your education and experience; also a stamped self addressed envelope for a reply is appreciated. Make sure you have spelt and addressed your letter correctly. Some leading London agencies throw away all incorrectly addressed letters without reading them.
Media
A degree or qualifications in statistics are a big help. A Media Business Course could help a lot. Competition for agency jobs is so severe that you may find it easier to obtain an interview with the media itself a TV contractor or newspaper and then make the transition to agency work a little later in your career.
There are a number of companies dealing with media only and represented by The Association of Media Independents but they tend to be highly specialized and are unlikely to take any inexperienced person.
Remember that many bright secretaries have made the transfer to media departments with great success.
Research
A degree is essential, preferably in psychology, economics or statistics. You should then aim at getting into one of the major research companies. You will find them listed in the Market Research Society Handbook. Research opportunities are often advertised in The Economist.
Planner
You are most likely to achieve a planning position via account handling or research. A few London agencies do, however, train promising applicants who hold suitable degrees. The only way to find out is to apply.
Writing
Although the writer's job is one of the most sought after, there are very few organizations offering training, perhaps because it is difficult to create a really good writer this way.
The Watford College of Technology, Hempstead Road, Watford, Hertfordshire, is one exception. Another is the Hounslow Polytechnic. This state of affairs may change and it would always be worth checking with your nearest educational authority.
The newly founded School of Communication Art, Woodbridge House, 9 Hey ward's Place, Clerkenwell Green, London EC1 is offering something more comprehensive and conceptual but at a price. It aims to give writers and art directors a thorough grounding of the advertising business and valuable first hand experience. It has an impressive list of collaborators and the first year's course has been fully subscribed.
Ask around among advertising writers and you will find they have got in through a dozen different doors: journalism, the entertainment business, being secretaries, or just by having a go.
If you do the latter you must take evidence of both ideas and writing ability. It doesn't matter how rough they are. Study the advertisements now appearing and show how you would have done them. A good idea or imaginative writing always shines out. If you've got a spark, it will probably be recognized. Agencies are always hungry for creative talent.
Art direction
For you, training is relatively straightforward. You will have attended one of the many art schools or polytechnics. Some of the latter are very successful at placing promising students with agencies. Kingston, Middlesex, Liverpool, Newcastle upon Tyne, Bournemouth and Manchester are notable examples. The new School of Communication Art mentioned above is also meant for you.
Before you start making applications, be very sure that it is advertising art direction which interests you. If your talents are more those of an illustrator you should be applying to one of the commercial studios which supply agencies and magazines. The Creative Handbook lists them.
If, as often happens, you decide that you would really rather be a writer than an art person, re read the paragraphs under the heading Writing, about getting started in the writing side of the business.
Television
As has been described, television PAs are frequently found within the agency, probably working as secretaries. They will then be trained by a producer and with luck will, in due course, become one themselves. You could probably increase your chances by doing a TV or video course like the one organized by Morley College. This lasts for three terms and gives you one three hour evening class every week. Other courses are regularly advertised in the ILEA magazine, Floodlight. Talk to your own local educational authority to find out what may be on offer.
Production and progress
A number of entrants to production and progress departments are promoted from humbler positions like messenger boys. If this happens to you, you are lucky. You will not only be embarking on an interesting and responsible job but could be laying a fine foundation for a career in account management. One note of warning: Don't let your colleagues go on thinking of you as the former messenger once you graduate to production. Take pains to present a smart, efficient appearance and to show that you are beginning to master your subject.
If you approach production from school or university, your academic qualifications will be noticed and you will give yourself a push up the ladder if you gain more knowledge of your subject by attending a course in printing at your local polytechnic or somewhere like the London School of Printing.
You must be numerate. Negotiating costs and staying within your client's budget is going to be a very important part of your job.
A talent to succeed
If the prospect of getting into advertising seems daunting, don't despair. Few jobs are easy to get these days and, if you have set your sights on advertising, it must be worth extra effort.
This true story may encourage you: Some years ago, after what he now describes as 'no education', Alan got a job as a messenger boy in a London agency. He was 16 years old. Observing what went on^ he soon decided he would like a bigger share of the action. After studying his agency's current advertising he worked out alternative campaigns, demonstrating how he would handle them. A friend turned his ideas into layouts, although not very expert ones. Soon he was showing them to the leading head hunters in employment agencies. Impressed, they passed him on to an agency with a good reputation for seeing young people. Alan's ideas were so good that the Creative Director couldn't believe they were his and set him a difficult test which had to be carried out in the agency. The test concerned a soft drink made from both orange and lemon juice. Alan's solution showed unusual talent and originality. He was, incidentally, the only applicant who hadn't named the drink St Clements, from the nursery rhyme.
He was engaged as a trainee copywriter, but not for long. Within a year he had moved to a more creative agency and four years later was working at the then most creative agency in London. He now runs a highly successful production company which bears his name and wins award after award.
Just one example of what talent and fortitude can do if you are determined to make advertising your career.
