Careers in Advertising & Public Relations
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Careers/Job Search Careers in Advertising & Public Relations 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. Maybe you’re an English major whose friends are all receiving job offers from consulting firms, banks, and the like, and you’re wondering just what the heck the business world has to offer you. Maybe you’re a banker, but frustrated because your job doesn’t let you express creativity or take advantage of your abiding interest in popular culture and the media. Then you turn on the television or pick up a Careers in Advertising newspaper or magazine, and suddenly it hits you: Why not work in advertising or PR? & Public Relations Turn to this WetFeet Insider Guide to learn • How to select the advertising or PR agency that’s right for you. • 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 WetFeet WetFeet has earned a strong reputation among college gradu- ates and career professionals for its series of highly credible, 2005 Edition no-holds-barred Insider Guides. WetFeet’s investigative writers get behind the annual reports and corporate PR to tell the real Insider Guide story of what it’s like to work at specific companies and in different industries. www.WetFeet.com 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 experiences in the recruiting process. Finally, each Insider Guide goes through an editorial review In addition, WetFeet’s services include two award-winning websites (WetFeet.com and and fact-checking process to make sure that the information and writing live up to our exacting InternshipPrograms.com), Web-based recruiting technologies, consulting services, and our standards before it goes out the door. exclusive research studies, such as the annual WetFeet Student Recruitment Survey. Our team 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. Careers in Advertising and Public Relations 2005 Edition Helping you make smarter career decisions. Insider Guide WetFeet, Inc. 609 Mission Street Suite 400 San Francisco, CA 94105 Phone: (415) 284-7900 or 1-800-926-4JOB Fax: (415) 284-7910 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 At a Glance The Industries at a Glance 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.