Interested in a simple Skills Scan and Learning Progress Tracker tool for the Advertising and media executive standard?
Knowledge
K1: The role creative and media plays for clients and the links to commercial objectives
K2: Project management techniques
K3: The systems and digital technologies that are used in agencies such as Sage, scheduling tools and Excel
K4: Construction of accurate and timely reports and minutes
K5: The lifecycle of an advertising campaign i.e. what needs to happen when
K6: The different roles performed by different agencies (mainly media and creative), different parts of agencies and the core services of their own organisation
K7: The key legal, regulatory and ethical issues for advertising and media, e.g. advertising to children, data regulation with relevance to advertising, General Data Protection Regulation compliance
K8: The commercial dynamics of advertising and media
K9: The foundation advertising landscape and how it is changing e.g. the impact of digital technology and platforms, the proliferation of options for content and media, the complex consumer journey to purchase, the rise of big data, the corporate landscape, how advertising’s effectiveness is evaluated
K10: Principles of third party (e.g. client, supplier, regulatory body) management and delivery
K11: Understands the value the supply chain can provide e.g. digital marketing
K12: Understands the digital landscape and how it impacts on any given campaign
K13: The creative process/dynamic and how people operate in that environment; how to communicate effectively with each group
K14: New creative and production techniques, tools and trends e.g. using Influencers to reach audiences, using Snapchat Stories, how to use virtual reality, the possible benefits of Artificial Intelligence
K15: Understand the different elements of a creative idea (copy and art direction) and its execution, understanding the relative importance of those different elements, e.g. does a change to the execution change the idea?
K16: Understand how the effectiveness of a campaign is measured against client business objectives
K17: Understand the fundamentals of why brand building is important
K18: How to influence people e.g. listen to them, always try for win:win
K19: The media buying process/dynamic and how people operate and negotiate in that environment
K20: New media buying techniques, tools and trends e.g. new programmatic (automated) media buying platforms; using new digital mediums such as Twitter, Spotify; new data sources from Google and others
K21: Up to date media metrics e.g. latest Google Adwords, latest viewing figures from Broadcasters Audience Research Board
K22: Understands how the location and timing of media interacts with creative content
K23: Understand how media planning and buying is evaluated short and long term
Skills
S1: Identify the ways in which creative and media can help organisations to achieve corporate objectives
S2: Dispassionately structure problems and approaches to solving them
S3: Manage projects using project management techniques in order to ensure campaigns are on track, e.g. accurate timing plans, and they are also successfully managing their to do list
S4: Make use of the systems and technologies that are used in agencies to help plan, budget and bill
S5: Produce professional communication e.g. correct names, spelling, grammar, branding on e.g. PowerPoint, emails, minutes, reports
S7: Apply knowledge of the interface and the dynamics of the different agencies (mainly media and creative) for a smooth flow of work
S8: Adhere to the legislative regulations that apply in the advertising and media industry plus their own organisational policies and procedures
S9: Demonstrate some upward, some supplier and client management around commercial realities e.g. a new digital opportunity or a TV production problem
S10: Help solve practical and creative problems (e.g. report on consumer habits, gathering useful data around evaluation) within defined budgets and timescales, influencing outcomes without jeopardising relationships
S11: Use third party management techniques combined with interpersonal skills (e.g. active listening, and influencing) to communicate effectively with all, e.g. coordinating response to a client brief
S12: Ensures the delivery of that supply chain value, on time
S13: Deploy the right digital medium to guarantee the most effective result e.g, using Google Analytics to check key words
S14: Communicate with clients, colleagues, regulatory bodies (such as the Advertising Standards Authority or Clearcast), suppliers (such as photographers or research companies); by phone, in meetings, through presentations, in emails and written documents such as agendas, competitive reviews, proposals, minutes of calls/meetings, status reports. Co-ordinate feedback.
S15: Apply their understanding of creative and production techniques to help the idea appear in the correct format
S16: Apply their understanding of the different elements of a creative idea to help evaluate the different elements and guide the execution phase to protect the most important ones
S17: Help obtain the right data
S18: Able to understand and report differences in ways competitor brands market themselves
S19: Ability to influence people e.g. clients to buy amended creative work or authorise a late invoice
S20: Coordinate responses to media owners and intermediaries (including automated platforms), helping manage all aspects of the process
S21: Apply their knowledge of media buying to communicate with clients, colleagues, regulatory bodies (such as the Advertising Standards Authority), media owners (such as commercial television channels, newspapers/magazines, billboard companies etc.), or media intermediaries/platforms (such as programmatic advertising platforms, Facebook, Google); by phone, in meetings, through presentations, in emails and written documents such as a media plan
S22: How to access the media metric data and report it accurately to the team regularly
S23: Help research how the message/creative idea might be best distributed to reach the target audience in the most effective way e.g. time of day, and make recommendations based on this
S24: Help obtain the right data
S25: How to negotiate for long term relationships
Behaviours
B1: Flexible problem solver with ability to help the team prioritise effectively
B2: Shows attention to detail
B3: Embraces problems as challenges to be solved, displays 'can-do' attitude
B4: Behaves with versatility and others respond positively to them (they are "likable")
B5: Display empathy and patience with a variety of different personality types and others respond positively to them
B6: Exhibits curiosity about people, their motivations and how to get the best out of them
B7: Exhibits curiosity about the industry, positive approach to learning
B8: Shows resilience (e.g. doesn't take things too personally, keeps going through difficult situations)
B9: Takes responsibility for learning under pressure
Core occupation duties
DUTY: Work as part of a team to receive briefs from the client and help coordinate responses from the agency to feedback to them
CRITERIA FOR MEASURING PERFORMANCE: Working effectively as part of a teamTimelines clearJob docs accurate
K1
S1
S2
B1
B2
B3
DUTY: Assist the account or media manager in monitoring campaign costs and budget plans and prepares budgetary information such as accurate bills, purchase reviews, maintaining and producing expense reports (in accordance with company policy) to help support the process
CRITERIA FOR MEASURING PERFORMANCE: Accuracy of reports/documents in accordance with company policy and client requirements
K2
K3
S3
S4
B1
B2
DUTY: Arrange and attend meetings, conferences, seminars, client presentations as required, keeping and disseminating relevant notes
CRITERIA FOR MEASURING PERFORMANCE: Accurate and timely records and actionsAttention to detail
K4
S5
B2
DUTY: Support the day to day running of accounts and the seamless management of communication plans, monitoring progress and ensuring others involved in the process are on track, whether peers, senior colleagues or third parties (such as other agencies), understanding everyone’s responsibilities.
CRITERIA FOR MEASURING PERFORMANCE: Account/campaign kept on trackActions of peers, senior colleagues and third parties (including suppliers and customers) kept on trackRecognises, listens to and influences people under pressureUnderstands and suggests trade-offs between quality, cost and timescalesPrioritises successfully for the optimum outcome for the client and the agency
K5
K6
S6
S7
B5
B6
DUTY: Check projects to ensure the legal, ethical and regulatory issues for advertising and media have been adhered to
CRITERIA FOR MEASURING PERFORMANCE: Adheres to the legislative, regulatory and ethical standards, complies with the organisation's policies and procedures
K7
S8
B2
B7
DUTY: Co-ordinate internal client account status meetings and maintain accurate and timely status reports using e.g. PowerPoint and properly structured emails, showing high attention to detail
CRITERIA FOR MEASURING PERFORMANCE: Accurate and timely records and actionsAttention to detail
K2
S3
B2
B8
DUTY: Recognise, listen to and influence people under pressure to help keep campaigns on track, calm situations, and maintaining collaborative and long-term relationships e.g. by managing expectations
CRITERIA FOR MEASURING PERFORMANCE: Collaborative, long term relationshipsManages expectationsRecognises, listens to and influences people under pressureShows empathy and patience
K6
K9
K10
S7
S10
S11
B1
B5
B6
B8
DUTY: Maintain information systems (e.g. client files, job start forms) and (often new) technologies to collate data to ensure the project is delivering what is required and to maintain evidence and a record of this
CRITERIA FOR MEASURING PERFORMANCE: Assists in ensuring project is delivering what is required as agreed in the briefMaintains evidence/record of all projects
K8
S9
B2
B9
DUTY: Chase up 3rd party suppliers, clients and team members e.g. for approvals, quotes, actions
CRITERIA FOR MEASURING PERFORMANCE: Assists in ensuring project is delivering what is required as agreed in the briefMaintains evidence/record of all projects e.g. minutes and/or contact reports of decisions
K10
S11
B2
B4
B5
DUTY: Understand and suggest trade-offs between quality, cost and timescale, prioritising successfully, to help get the best possible outcome in a given set of circumstances e.g. client wants it cheaper
CRITERIA FOR MEASURING PERFORMANCE: Manages expectations and influences decisionsShows empathy and patienceTime managementComplies with the organisation's policies and procedures
K5
K8
S6
S9
B1
B5
B9
DUTY: Ensure the correct signs offs (e.g. for proofs, media plans) are obtained at relevant stages in the project
CRITERIA FOR MEASURING PERFORMANCE: Maintains audit trail
K6
K11
S7
S12
B1
B2
DUTY: Carry out relevant market research such as Mintel, Mediatel, Target Group Index (TGI) and digital data to help identify target audience (recognising the consumer journey), advise team on competitor activity, and ensure project reaches key consumer audiences
CRITERIA FOR MEASURING PERFORMANCE: Using appropriate market researchHelps ensure campaign/projects reaches key audiencesTimely and insightful reporting
K9
S10
B7
B9
DUTY: Research the client’s business, its industry and challenges in order to assist more senior colleagues to deliver campaigns with a full range of agency services including digital or sell other agency services
CRITERIA FOR MEASURING PERFORMANCE: Timely and insightful reportingAttention to detail
K1
K12
S1
S13
B2
B9
Advertising & media executive creative specialist duties
DUTY: Work with creative producers (television/film producers, radio producers, designers, art buyers, copywriters) to assist them in their decision making
CRITERIA FOR MEASURING PERFORMANCE: Working effectively as part of a teamTimelines clearJob docs accurate
K1
S1
S2
B1
B2
B3
DUTY: Provide briefing regarding competitive brands to assist senior colleagues in developing brand strategy
CRITERIA FOR MEASURING PERFORMANCE: Accuracy of reports/documents in accordance with company policy and client requirements
K2
K3
S3
S4
B1
B2
DUTY: Appreciate that the client's business goal is important and assists in making sure that this is reflected in the agency's response to the client need
CRITERIA FOR MEASURING PERFORMANCE: Accurate and timely records and actionsAttention to detail
K4
S5
B2
DUTY: Help build and maintain long term relationships with their opposite number at the client and use this to influence the client's decision making
CRITERIA FOR MEASURING PERFORMANCE: Account/campaign kept on trackActions of peers, senior colleagues and third parties (including suppliers and customers) kept on trackRecognises, listens to and influences people under pressureUnderstands and suggests trade-offs between quality, cost and timescalesPrioritises successfully for the optimum outcome for the client and the agency
K5
K6
S6
S7
B5
B6
Advertising & media executive media specialist duties
DUTY: Be up to date with the basics of most media channel options and regulations, including able to interact with automated platforms and use their awareness of programmatic/automatic buying to help evaluate and bid for, in real time, thousands of optional spots e.g. on Facebook or TV
CRITERIA FOR MEASURING PERFORMANCE: Working effectively as part of a teamTimelines clearJob docs accurate
K1
S1
S2
B1
B2
B3
DUTY: Understand the client's business objectives and help link to the most appropriate media for the advertising
CRITERIA FOR MEASURING PERFORMANCE: Accuracy of reports/documents in accordance with company policy and client requirements
K2
K3
S3
S4
B1
B2
DUTY: Assist in planning campaigns by providing the team with up to date media metrics
CRITERIA FOR MEASURING PERFORMANCE: Accurate and timely records and actionsAttention to detail
K4
S5
B2
DUTY: Help build and maintain relationships with media owners and use this to negotiate rates strategically and tactically, conscious of long term relationships
CRITERIA FOR MEASURING PERFORMANCE: Account/campaign kept on trackActions of peers, senior colleagues and third parties (including suppliers and customers) kept on trackRecognises, listens to and influences people under pressureUnderstands and suggests trade-offs between quality, cost and timescalesPrioritises successfully for the optimum outcome for the client and the agency
