Careers in Advertising & Public Relations: The WetFeet Insider Guide (2005 Edition) (Wetfeet Insider Guide)

171 Pages·2004·0.62 MB·English

by  Wetfeet

Careers/Job Search C
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Maybe you’re a struggling writer or artist who’s tired r
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of living on ramen and happy-hour buffets, and you’ve come in

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to the conclusion that a cell phone and a steady paycheck don’t necessarily make a person a sellout.
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Maybe you’re an English major whose friends are all receiving job offers from consulting firms, banks,
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and the like, and you’re wondering just what the heck the business world has to offer you. Maybe t
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you’re a banker, but frustrated because your job doesn’t let you express creativity or take advantage of i
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your abiding interest in popular culture and the media. Then you turn on the television or pick up a g

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newspaper or magazine, and suddenly it hits you: Why not work in advertising or PR? & Public Relations
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Turn to this WetFeet Insider Guide to learn
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• How to select the advertising or PR agency that’s right for you. n
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• What forces and trends are currently shaping these industries.
• How new ad and PR campaigns are developed.
• About the top agencies and hirers.
• What real people working in these fields like and dislike about their jobs.
• About what you’re likely to earn, the hours you’ll be expected to put in, and the
typical office culture.
• What to expect from and how to shine in your interviews.
• How to talk like an industry pro.
WetFeet Insider Guide
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WetFeet has earned a strong reputation among college gradu-
e 2005 Edition
ates and career professionals for its series of highly credible, t
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no-holds-barred Insider Guides. WetFeet’s investigative writers e
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get behind the annual reports and corporate PR to tell the real t
story of what it’s like to work at specific companies and in In
different industries. www.WetFeet.com s
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The WetFeet Research Methodology Who We Are
You hold in your hands a copy of the best-quality research available for job seekers. We have WetFeet is the trusted destination for job seekers to research companies and industries, and
designed this Insider Guide to save you time doing your job research and to provide highly manage their careers. WetFeet Insider Guides provide you with inside information for a successful
accurate information written precisely for the needs of the job-seeking public. (We also hope job search. At WetFeet, we do the work for you and present our results in an informative, credible,
that you’ll enjoy reading it, because, believe it or not, the job search doesn’t have to be a pain and entertaining way. Think of us as your own private research company whose primary mission
in the neck.) is to assist you in making more informed career decisions.
Each WetFeet Insider Guide represents hundreds of hours of careful research and writing. We WetFeet was founded in 1994 by Stanford MBAs Gary Alpert and Steve Pollock. While exploring
start with a review of the public information available. (Our writers are also experts in reading our next career moves, we needed products like the WetFeet Insider Guides to help us through the
between the lines.) We augment this information with dozens of in-depth interviews of people research and interviewing game. But they didn’t exist. So we started writing. Today, WetFeet serves
who actually work for each company or industry we cover. And, although we keep the identity of more than a million job candidates each month by helping them nail their interviews, avoid ill-
the rank-and-file employees anonymous to encourage candor, we also interview the company’s fated career decisions, and add thousands of dollars to their compensation packages. The quality
recruiting staff extensively, to make sure that we give you, the reader, accurate information about of our work and knowledge of the job-seeking world have also allowed us to develop an extensive
recruiting, process, compensation, hiring targets, and so on. (WetFeet retains all editorial control corporate and university membership.
of the product.) We also regularly survey our members and customers to learn about their
In addition, WetFeet’s services include two award-winning websites (WetFeet.com and
experiences in the recruiting process. Finally, each Insider Guide goes through an editorial review
InternshipPrograms.com), Web-based recruiting technologies, consulting services, and our
and fact-checking process to make sure that the information and writing live up to our exacting
exclusive research studies, such as the annual WetFeet Student Recruitment Survey. Our team
standards before it goes out the door.
members, who come from diverse backgrounds, share a passion about the job-search process and
Are we perfect? No—but we do believe that you’ll find our content to be the highest-quality a commitment to delivering the highest quality products and customer service.
content of its type available on the Web or in print. (Please see our guarantee below.) We also are
eager to hear about your experiences on the recruiting front and your feedback (both positive and
negative) about our products and our process. Thank you for your interest. About Our Name
One of the most frequent questions we receive is, “So, what’s the story behind your name?” The
short story is that the inspiration for our name comes from a popular business school case study
The WetFeet Guarantee
about L.L. Bean, the successful mail-order company. Leon Leonwood Bean got his start because
You’ve got enough to worry about with your job search. So, if you don’t like this Insider Guide, he quite simply, and very literally, had a case of wet feet. Every time he went hunting in the Maine
send it back within 30 days of purchase and we’ll refund your money. Contact us at woods, his shoes leaked, and he returned with soaked feet. So, one day, he decided to make a
1-800-926-4JOB or www.wetfeet.com/about/contactus.asp. better hunting shoe. And he did. And he told his friends, and they lined up to buy their own pairs
of Bean boots. And L.L. Bean, the company, was born . . . all because a man who had wet feet
decided to make boots.
The lesson we took from the Bean case? Lots of people get wet feet, but entrepreneurs make
boots. And that’s exactly what we’re doing at WetFeet.
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Careers in
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Advertising and
G Public Relations
2005 Edition
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I Helping you make smarter career decisions.
WetFeet,Inc.
609 Mission Street
Suite 400
San Francisco,CA 94105
Phone:[phone] or 1-800-926-4JOB
Fax:[phone]
E-mail:[email protected]
Website:www.wetfeet.com
Careers in Advertising and Public Relations
ISBN:1-58207-433-X
Photocopying Is Prohibited
Copyright 2004 WetFeet,Inc.All rights reserved.This publication is protected by
the copyright laws of the United States of America.No copying in any form is
permitted.It may not be reproduced,distributed,stored in a retrieval system,or
transmitted in any form or by any means,in part or in whole,without the express
written permission of WetFeet,Inc.
Table of Contents
The Industries at a Glance. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
The Industries. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Advertising and PR Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Advertising:Picking and Choosing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
How the Advertising Industry Breaks Down . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Advertising Industry Trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Advertising Industry Rankings. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Public Relations:Picking and Choosing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
How the PR Industry Breaks Down . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Public Relations Industry Trends. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
The Advertising Agencies. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
The Top Agencies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Other Agencies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61
The Public Relations Agencies . . . . . . . . . . . . . . . . . . . . . . . . . . . 65
The Top Agencies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66
Other Agencies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86
On the Job . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89
Inside an Advertising Agency . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90
The Making of an Ad . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 100
Inside a Public Relations Agency . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 105
The Making of a PR Campaign. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 109
Real People Profiles. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 112
The Workplace . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125
Lifestyle and Hours . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 126
Culture. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 128
Travel. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 129
Compensation and Vacation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 130
Training . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 131
Career Notes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 132
Insider Scoop. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 134
Getting Hired. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 139
The Recruiting Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 140
Interviewing Tips. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 143
Grilling Yourself. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 145
Grilling Your Interviewer. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 146
For Your Reference. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 149
Advertising and Public Relations Lingo. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 150
Advertising Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 155
Public Relations Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 158
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Opportunity Overview
• Undergrads can find account management,media,and account planning
positions at ad agencies,and account management positions in PR,through
on-campus recruiting or by networking.
• While most advertising creatives have BAs,you don’t have to have a college
degree to be a copywriter or art director,just a killer portfolio.
• Would-be PR types would also do well to put together a portfolio of work—
for instance,event promotions for college organizations.Volunteering for a
political campaign can also make you a stronger PR candidate.
• Internships are the best way to land a full-time job in both advertising and PR.
• Although MBAs and other advanced-degree types don’t often enter advertising
because entry-level jobs pay less than in other industries,their understanding
of marketing can help them land a job in account management,media,or
account planning.
• Most midcareer professionals looking to move into advertising or PR should
be prepared to go back to square one.However,specific industry knowledge
or functional expertise (e.g.,in PR,lobbying experience) can start you higher
up the ladder in PR.For those already in advertising or PR,it’s often necessary
to jump from agency to agency to move ahead.
• The severe business slump of the early 2000s caused many companies to cut
advertising and other marketing spending,resulting in layoffs,office closings,
and stagnant compensation in the advertising industry in particular.Already
difficult to break into,advertising and PR offered even fewer opportunities in
recent years than they do normally.But hiring in advertising and PR has started
picking up steam,and as the economy improves and corporate America spends
more on marketing and promotion,the advertising and PR job markets
should improve.
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At Major Pluses about Careers in Advertising and PR
• Different accounts and a steady stream of new ads or press releases can
mean plenty of variety.
• Advertising is one of the more relaxed industries,at least in terms of dress
code and workplace formality.
• In both advertising and PR,you work with people who are smart,funny,and
plugged into popular culture.
• You can change the way people think or speak.Your work might enter the
national consciousness—just ask the people who were involved in the “Just
Do It”ad campaign for Nike.
Major Minuses about Careers in Advertising and PR
• You may have to deal with some pretty bloated egos.
• Though you’re involved in a creative effort,in the end you’re not doing much
for mankind.In fact,you may end up making ads for tobacco companies or
writing press releases to defend corporate despoilers of the environment.
• There can be plenty of politics,both with the client and among coworkers.
• The pressure can be high and the hours long,especially before a new-business
pitch or a deadline,or if the client isn’t satisfied with the agency’s service.
• Lack of stability—an agency might lose a big account,and suddenly 20
percent of the agency’s staff is laid off.
Recruiting Overview
• Entry-level positions in account management are sometimes filled via formal
campus recruiting,especially at the bigger national agencies.
• Most undergrads looking for work in advertising and PR will have to work
their network of contacts.
• Aspiring copywriters and art directors get into advertising by putting together
a portfolio (or book) of mock ads,then sending that book to different agencies’
creative directors.In the past decade more and more creatives have been coming
out of 2-year advertising schools,where they can create a portfolio and make
connections in the industry while in school.
• Midcareer advertising and PR people looking to jump agencies will find
they’re judged by the success of the campaigns they’ve worked on.
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The Industries
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• Advertising and PR Overview tr
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(cid:127) Advertising: Picking and Choosing
(cid:127) How the Advertising Industry Breaks Down
(cid:127) Advertising Industry Trends
(cid:127) Advertising Industry Rankings
(cid:127) Public Relations: Picking and Choosing
(cid:127) How the PR Industry Breaks Down
(cid:127) Public Relations Industry Trends
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Advertising and PR Overview
s
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ri Maybe you’re an English major whose friends are all receiving job offers from
t
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u consulting firms,banks,and the like,and you’re wondering just what the heck the
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e I business world has to offer you.Maybe you’re a banker,but frustrated because
h
T your job doesn’t let you express creativity or take advantage of your abiding
interest in popular culture and the media.Maybe you’re a struggling writer or artist
who’s tired of living on ramen and happy-hour buffets,and you’ve come to the
conclusion that a cell phone and a steady paycheck don’t necessarily make a person
a sellout.Then you turn on the television or pick up a newspaper or magazine,
and suddenly it hits you:Why not work in advertising or PR?
Advertising
In broad terms,an advertising agency is a marketing consultant.It helps the client
(a manufacturer of consumer products like Nike,perhaps,or a service-oriented
company like Charles Schwab & Co.) with all aspects of its marketing efforts—
everything from strategy to concept to execution.Strategy involves helping the
client make high-level business decisions,such as what new products the client
should develop or how the client should define or “brand”itself to the world.
Concept is where the agency takes the client’s strategy and turns it into specific
ideas for advertisements—such as a series of ads featuring extreme athletes for
a soft-drink maker whose strategy is to make inroads in the teen market.Execution
is where the agency turns the concept into reality with the production of the
actual ads:the print layout,the film shoot,the audio taping.Full-service agencies
also handle the placement of the ads in newspapers,magazines,radio,and so
on,so that they reach their intended audience.Sometimes the agency works in
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