"I work in advertising" – The advertising agency as a place of employment in order to earn his daily bread and wages, is "in" than ever – Not only for the generation that wants to do most "something in the media".
Advertising agencies have the reputation of the hip and trendy types, the image of an exciting world: Always "up to date", always on the cutting edge, exciting challenges, changing customer, at the same time a mostly casual work environment characterized by the spirit of a true creative workshop. Here, the profession is often still true vocation. But between briefing, timing, brainstorming and the next deadline is undoubtedly hard work, harder than many imagine. Because good ideas or innovative texts that have never been there, do not fall from the sky. Creativity, the alpha and omega of copywriter to graphic artist. And on the horizon, always waiting very next pitch around an attractive new customers.
Nevertheless, the advertising industry is booming, the number of employees in the sector advertising, communications and PR increases continuously. Especially because almost constantly open up new fields and disciplines, closely linked to the numerous new media and technologies. But often there are just new names for old professional images – what else – much more contemporary sound, but by far not constitute protected titles:
The advertising agency real-time, the common division of labor in a modern agency before.
One thing is certain: the larger the market is, the greater the degree of specialization – While small in think tanks much is done in a personal union, have the great on experts and specialists for almost every professional branch.
The heart of any creative agency, of course, is still the creation. They designed the basic concept of an advertising idea, specifies general design standards and guidelines. Within this still rather vague creation unfolds most if quite clear hierarchy:
At its head is the creative director. This contributes to all tasks and creative work within the department responsible: it was the original print campaign, be it the new TV commercial for a client, it is the basic corporate design for a remanufactured brand image. This is about the basic strategy and framework of the whole. Clear messages and often great emotion it is important to create – and to lead a team.
This team is usually only once in several art directors. These are a bit more concrete in charge of design styles and co. You define basic optics and as the typography.
Graphic designers, media designers and final artwork implement the specifications then finally to visually. They have the special attention to detail, a good sense of design and style and create the graphical end products.
Special "relatives" of these employees are an advertising agency web designers, These have focused on the visual design of websites, online shops and portals, as these special requirements must meet, for example in terms of usability and user experience. Web pages are entirely perceived differently than, for example print products. Screen designer or user interface designer in this area once more varieties of labels.
Complex issues are poured into understandable, clear and memorable formulations that catches your eye and keep in mind. Good copywriters are rare, but they can search for and find.
Slightly less often found in an agency is the classic Editor: written one who press releases, the texts also edited and corrected. More often been cometh turn the digital variety in free agency before the wild: The online editor to write lyrics for targeted sites, familiar with blogging and also for areas such as SEO and Social Media are no foreign words.
Also essential part of the agency processes are the account manager – the direct line to each client. You as a customer advisor pulling the strings of the total projects in hand, control timing and articulate customer requirements into the agency into it. They are both the project manager, plan budgets and resources.
Many new challenges due to the online sector itself: programmers and developers implement the specifications of web designers technically – Your world is the HTML, PHP, WordPress, Typo 3 & Co. from long programming language and code page ultimately arise sophisticated websites.
But the most beautiful sites are useless if they are not found by the users, for example, in the search engines. Here comes the species of the search engine optimizers, named SEOs into play. You know what it takes to make web pages climb in its ranking of search results – often to the very top. This happens often with support from the social networks also play an increasingly important role for Google and Co. Social media but rather than that, namely, branding, image building and customer dialogue. Clearly, the presence of brands on Facebook, Twitter or LinkedIn long is also part of the work of an advertising agency. Specifically, hierum social media community manager or care. Content managers put images, text and new products not only on social platforms, but also generally in hosting websites / online stores.
In addition to all permanent employees, agencies have usually still over an entire pool of outdoors, so-called. Freelancers. These are mostly used project-related and can come from many different areas, due to their flexibility, they are becoming increasingly important, emphasized recently the well-known twago Blog.
About 30 to 50 job descriptions exist today in an advertising agency – and rising! But one thing should be clear: advertising agencies with their many tasks and challenges will only work in a team.