able to remain calm under pressure and work to deadlines
able to give and take constructive criticism
confident speaking to groups and making presentations
able to motivate and influence others
persuasive and a good negotiator
business aware and able to manage a budget.
You should also have:
excellent written and spoken communication skills
an adaptable nature
ability to quickly grasp and analyse large amounts of information
tact and diplomacy
an awareness of new communications and IT technologies.
Training is mostly on the job.
Some agencies have a training programme for new entrants.
The Communication, Advertising and Marketing (CAM) Foundation offers the Diploma in Marketing Communications which includes modules in advertising. You will become a member of the CAM Foundation when you enrol on a course.
The Institute of Practitioners in Advertising (IPA) runs a Foundation Certificate which is an entry level qualification for graduates and those in the first few years of a job. The IPA Excellence Diploma is suitable for managers with experience.
There is fierce competition for jobs in the advertising industry. Most Scottish agencies are in Glasgow or Edinburgh although 75% of the UK's total advertising workforce is based in London.
After gaining experience as an advertising account executive, you might apply for promotion to posts such as account director.
You could also move into freelance or consultancy work, or set up a small or specialist advertising agency of your own.
There are many different types of advertising agencies, but they generally fall into one of two categories:
creative – services include company branding and the creation and management of advertising campaigns, which could be for TV, radio, magazine/newspaper or digital
media – services include buying advertising space for clients’ adverts and advising clients on how, when and where to spend their budget.
Some agencies, referred to as integrated or full service, offer a range of both types of services.