If you have the creativity and the drive to make anything in the marketplace appear to dazzle (even if it’s dull), then you may be one of the talents the world of advertising is looking for.
South Africa’s fast-growing advertising industry is as good as any in the world so it is important we have the calibre of higher education institutions to provide it with well equipped recruits.
One of the private institutions doing just that is the Association of Advertising Agencies (AAA) School of Advertising whose graduates regularly make a name for themselves in the industry. Over two hundred students entered the workplace last year and few struggled to find jobs.
The institution offers three diplomas in copywriting, visual communication and integrated marketing communications. Copywriting is offered as a two-year course; visual communication and integrated marketing communication are three-year courses.
‘The idea of copywriting is to conceptualise ideas and then express them in writing,” says Ludi Koekemoer, managing director and principal of the school. ‘Creative skills and persuasive writing are also important tenets of the course. A copywriter should be able to apply these to mainstream media or direct marketing because he is responsible for giving a position statement of the [client] company.”
Koekemoer estimates that between 200 and 300 copywriters are employed in South African advertising. Candidates for the course must have a matric, preferably with business economics or economics, and must pass an entrance examination. Their creative writing ability is also assessed.
Prospective students of visual communications must have a love of graphics and be able to draw. An art school background is an advantage. The course focuses on art direction and graphic design.
‘The course trains people with raw creative talent to conceptualise and develop advertising executions. They need to be competent in illustration, drawing, typography and two-dimensional and three-dimensional design,” Koekemoer says.
Students of integrated marketing communications attend two years of general courses then specialise in an area of management (account, media or brand management) in their third year.
‘After successful completion, students who choose to specialise in account management can go on to become account executives at an advertising agency. Those who follow media management will become media planners at an advertising agency or at a specialised media company. Specialising in brand management will see the student getting involved with a marketing company,” Koekemoer says. AAA students enjoy experiential training, spending their last seven weeks doing internships with advertising agencies and studios.
The Vega Brand Communications School in Sandton, Johannesburg, offers a three-year diploma in creative communications with digital media, graphic design, art direction and copywriting as major subjects. Students elect a major that they would like to pursue.
It also offers a full-time one-year postgraduate diploma in brand contact management and full-time one-year certificate in creative process. There are also part-time courses, including customised corporate and learnership training.
Gillian Ilic, Vega’s integrated communications manager, explains Vega’s unique approach: ‘We aim to teach students how to manage all the contact points of the brand, only one of which is advertising. Our purpose is to deliver a new breed of communicators, whose expertise is to generate sustainable brand ideas that build business.”
Says Ilic, ‘A course in creative communications focuses on exploring the ability of students to conceptualise concepts that are meaningful and innovative. It also focuses on using research as a tool to understanding cultural contexts, an African sensitisation programme, marketing, branding and design, and the power of words in communication.”
The course in brand contact management concentrates on students gaining insight and skills to build brands, while adding value to consumers’ lives. This is one strategy to ensure the business attains a long-term competitive advantage.
The institution says close to 86% percent of their graduates find jobs after completing the course.
Bond South Africa, which is also in Sandton, Johannesburg, offers degree-level courses because they believe it gives their students the opportunity to deepen their cognitive and critical thinking skills.
A matric exemption is required for admission to Bond SA but there are also academic support programmes. Degrees include bachelor of commerce, communication, information systems and information technology, as well as a masters degrees in business administration. Part-time under-graduate courses are also offered.
The bachelor of communication majors are marketing, which is compulsory, and a choice between communication or advertising studies.
The courses at Bond SA take two years to complete and consist of 24 modules. Riana van Buuren, marketing manager at Bond SA, says 94% of their graduates last year were either employed or doing their honours.
Van Buuren adds that the institution’s courses are aligned to the world of work because they ‘combine theory and best practice. The assignments are relevant to a particular aspect of the industry and so students are well prepared to successfully compete in the business arena.”
Inside an Advertising Agency
Account executive
The account executive is the link between the advertising agency and its clients. The AE ensures that all documents are up to date and readily available and keeps the client and the advertising agency team fully informed.
Account manager
The account manager manages a number of account executives and coordinates client projects on a day-to-day basis. He/she must ensure that a high level of quality is maintained and that all work is on time and within budget.
Account director
The account director manages a number of account managers and is finally responsible for the success of the client’s brands and the profitability of the advertising agency.
Art buyer
The art buyer is responsible for buying materials used in photography, illustration, retouching and the production of radio/TV commercials. The art buyer will source quotes and build relationships with the best suppliers.
Media buyer:
The media buyer is responsible for buying media space in newspapers and magazines, media time on radio and television and booking outdoor media.
Media planner
The media planner considers media and market research data as well as the creative solutions recommended by the advertising agency, then recommends the best media strategy. The media planner must optimise the client’s media budget.
Media analyst
The media analyst or researcher is responsible for compiling and analysing relevant media/market research data to assess media options and trends and works closely with media planners.
Art director
The art director is responsible for the big ideas behind advertisements. He/she manages the creativity of junior teams, conceptualises big ideas and directs all art and craft skills.
Creative director
The creative director is ultimately responsible for the creative product of an advertising agency. He/she leads and inspires creative teams to produce creative and innovative work that meets the brand strategy and exceeds client expectations.
Copywriter
The copywriter conceptualises and writes copy for headlines, sub-headings, body copy, slogans, radio and TV scripts.
Production manager
The production manager manages the print buying and production processes in an innovative and profitable manner.
Strategic planner
The strategic planner considers the brand personality and the target market (eg consumer needs and insights) and delivers strategic plans for a number of accounts. The purpose is to guide the creative and media planning process and to ensure that the client’s brand will be successful.
Graphic designer
The graphic designer designs logos, corporate identities, labels, packaging, brochures and point-of-sale materials for clients.
Traffic person
The traffic person guides the work through the process and makes sure that all deadlines are met.