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A strapline, in advertising, is a ‘slogan’ used to identify brands (i.e Tesco’s ‘Every little helps’). WHO PUTS STRAPLINES TOGETHER / WHAT IS THE PROCESS ? There is no real science to writing the great strapline. Being witty, being hard hitting, playing around with metaphors, rhymes, alliteration, and so on, are all good ways to [...]

In order to become an art director, for example, (who normally works with a copywriter in a two-person, creative team) you would generally need to have some sort of art or graphical design qualification behind you. But copywriting is different. You don’t need any specific qualification (other than a good degree / HND – most will do [...]

The advertising campaign can be split into two main stages: 1. The brand-positioning stage (carried out, normally, by the account planning department) 2. The creative-concept stage (carried out, normally by the creative team – copywriter and art director). There are other parts to the campaign (the background marketing work of the client, the initial meeting with client, production, perhaps [...]

You don’t need any specific qualifications to become a media planner other than a good degree (or HND). And most degrees will do. However you probably stand a stronger chance of getting the job you want if you have studied a subject that is in some way related to media planning (for example, Marketing, Advertising, [...]

Every year the Times puts together a ranking of the top 100 graduate employers (for all major industries). The ranking is based on the companies that graduates would most like to work for. Here is a snippet of how advertising and media companies fared amongst graduates: 5 -   BBC 56 – Bloomberg 60 – WPP [...]

Although account planning has been around in some shape or form, for a while, it wasn’t until the last 1960′s that people began to take it seriously, and it was around then the actual terms ‘account planning’ / ‘ account planner’ were coined. Up until then it was mainly the job of account managers to [...]

Google is now ranked as the number 1 company to work for by Fortune (in the USA) for 2008. (From Fortune website ‘What makes it so great? Back in our No. 1 spot, Google continued to mint millionaires as the stock cracked $700. The company gives stock options to 99% of employees’ For more details [...]

Introduction David Ogilvy, along with the likes of Leo Burnett, Bill Bernbach and others, was one of the great ad men of the 20th century – if not the greatest. He wasn’t just a great ad exec (owning and running Ogilvy & Mather – originally Ogilvy, Benson & Mather) but was, also, a branding/marketing/research, as [...]