Junior advertising creative

KSBs

Knowledge

K1: The roles and departments and functions within an advertising team and how they interact with their own role. For example account planning, Account Executives, production specialists. Back to Duty

K2: The way in which a creative idea is developed from brief to production (For example, the key stages such as the client brief, creative briefing, presentation of ideas, research, pre-production, production, post production, delivery to the media channels) including basic understanding of what channels the Media Executives are recommending. Back to Duty

K3: The multiple ways an idea can be communicated and distributed and their benefits e.g. TV, cinema, You Tube, social media, radio, posters, and influencers Back to Duty

K4: The basics of advertising ethics and the importance of work being legal, decent, honest and truthful Back to Duty

K5: How to put together and present an idea. Typically this might include slides, mood boards, storyboards, music, illustration and film references Back to Duty

K6: How to understand a client’s brief and the timing and budgetary restrictions therein Back to Duty

K7: How to interrogate and challenge a brief in a constructive way Back to Duty

K8: Trends and opportunities that can enhance an idea or add value to a client’s business (such as the role o f influencers, new advertising delivery platforms like Virtual Reality, short form mobile videos.) Back to Duty

K9: How to identify and source the most appropriate internal and external craftsmen that can help produce the idea e.g. voice talent, directors, designers, photographers. Back to Duty

K10: The typical characteristics of a “brand” (for example, tone of voice, values) Back to Duty

K11: How to give constructive feedback (For example, to designers) Back to Duty

K12: How text and stories bring the idea to life within the appropriate medium (For example, magazines, radio, leaflets or within digital channels such as Snapchat, emails, web pages.) Back to Duty

K13: How design and layout bring the idea to life within the appropriate medium (For example, magazines, radio, leaflets or within digital channels such as Snapchat, emails, content in web pages.) Back to Duty

K14: Importance of approaching ideas from different perspectives (For example how to combine ideas, or how to use an interesting fact) Back to Duty

K15: How advertising can persuade people to do something e.g. change behaviour, or buy a different product Back to Duty

K16: Typical terminology used (For example, UX, Motion Graphics, Editor, Project Manager, Coder) Back to Duty

K17: Understand the relationship between stories and the time limits of the selected media option and how to create short stories that fit the duration of the advert (For example, scripts for radio) Back to Duty

K18: That there is a legal and regulatory code (The Code) and have knowledge of how it is applied such as the basics of what can and can’t be shown in advertising (For example, Portman rules on alcohol, gender stereotyping) Back to Duty

Skills

S1: Interrogate a creative brief and find advertising potential within it, asking questions to clarify understanding Back to Duty

S2: Solve client communication problems (for example, using mind maps) Back to Duty

S3: Originate brand, products or service communications/ideas which answer a client’s brief Back to Duty

S4: Present their idea, using visual aids (For example, slides, mood boards, storyboards and make use of music, photo, illustration and film references) Back to Duty

S5: Research cultural trends and opportunities that can enhance an idea or add value to a client’s business (For example, an awareness of the importance of environmental issues, or of an upcoming event/film, could build references to this into the advert) Back to Duty

S6: Identify and source the most appropriate internal and external experts and suppliers that can help produce the idea Back to Duty

S7: Research and interpret characteristics of a brand to establish most appropriate media option(s) Back to Duty

S8: Deliver their work to brief and on time Back to Duty

S9: Write text and stories that bring the idea to life within the appropriate medium (For example, magazines, radio, leaflets or within digital channels such as Snapchat, emails, content in web pages) Back to Duty

S10: Create design and layout that bring the idea to life within the appropriate medium (For example, magazines, radio, leaflets or within digital channels such as Snapchat, emails, web pages) Back to Duty

S11: Apply feedback to amend or redevelop their ideas Back to Duty

S12: Undertake research into latest trends in advertising and new delivery platforms. (For example, keep abreast of new poster variants such as interactive superlite films at bus shelters and consider and recommend ways to use them.) Back to Duty

S13: Collaborate with the wider team and encourage them to share ideas to help bring the project to life Back to Duty

S14: Prioritise competing demands Back to Duty

S15: Write in any tone/style, being aware of the need to communicate to different audiences taking into account cultural differences and social representation Back to Duty

S16: Influence others (For example, buy a different product or change their behaviour.) Back to Duty

S17: Write scripts of different lengths to suit different media platforms and of different durations Back to Duty

Behaviours

B1: Creative curiosity – researches the brief and shares their ideas Back to Duty

B2: Empathy – takes into account a range of viewpoints when carrying out tasks, shows emotional intelligence when managing other people Back to Duty

B3: Resilience – considers feedback objectively, bounces back from criticism of their idea, and continues working on the brief with enthusiasm by continuing to achieve deadlines and maintain rapport Back to Duty

B4: Working under pressure – manages multiple projects and deadlines Back to Duty

B5: Courageous – puts forward ideas to more senior colleagues and is prepared to challenge others Back to Duty