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Apprenticeship training course

Junior advertising creative (level 3)

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Information about Junior advertising creative (level 3)

Advertising Creatives are responsible for coming up with original, exciting and memorable ideas that meet client's briefs and which can then be used in a range of mediums (e.g Radio, TV).

Knowledge, skills and behaviours
View knowledge, skills and behaviours

Knowledge

  • The roles and departments and functions within an advertising team and how they interact with their own role. For example account planning, Account Executives, production specialists.
  • The way in which a creative idea is developed from brief to production for example, the key stages such as the client brief, creative briefing, presentation of ideas, research, pre-production, production, post production, delivery to the media channels, including basic understanding of what channels the Media Executives are recommending.
  • The multiple ways an idea can be communicated and distributed and their benefits e.g. TV, cinema, You Tube, social media, radio, posters, and influencers.
  • The basics of advertising ethics and the importance of work being legal, decent, honest and truthful.
  • How to put together and present an idea. Typically this might include slides, mood boards, storyboards, music, illustration and film references.
  • How to understand a client’s brief and the timing and budgetary restrictions therein.
  • How to interrogate and challenge a brief in a constructive way.
  • Trends and opportunities that can enhance an idea or add value to a client’s business, such as the role of influencers, new advertising delivery platforms like Virtual Reality, short form mobile videos.
  • How to identify and source the most appropriate internal and external craftsmen that can help produce the idea e.g. voice talent, directors, designers, photographers.
  • The typical characteristics of a “brand” for example, tone of voice, values.
  • How to give and receive constructive feedback.
  • How text and stories bring the idea to life including for publications, leaflets, web pages and social media. 
  • How design and layout bring the idea to life including for publications, leaflets and web pages and social media.
  • Importance of approaching ideas from different perspectives for example how to combine ideas, or how to use an interesting fact.
  • How advertising can persuade people to do something e.g. change behaviour, or buy a different product
  • Typical terminology used for example, UX, Motion Graphics, Editor, Project Manager, Coder.
  • Understand the relationship between stories and the time limits of the selected media option and how to create short stories that fit the duration of the advert for example, scripts for radio.
  • That there is a legal and regulatory code (The Code) and have knowledge of how it is applied such as the basics of what can and can’t be shown in advertising for example, Portman rules on alcohol, gender stereotyping.
  • Principles and policies of equity, diversity, and inclusion in the workplace.
  • Digital tools and software to communicate and interact with a range of key stakeholders.
  • Policies and procedures relating to environmental impact and sustainability. 

Skills

  • Interrogate a creative brief and find advertising potential within it, asking questions to clarify understanding.
  • Solve client communication problems for example, using mind maps.
  • Originate brand, products or service communications/ideas which answer a client’s brief.
  • Present their idea, using visual aids for example, slides, mood boards, storyboards and make use of music, photo, illustration and film references.
  • Research cultural trends and opportunities that can enhance an idea or add value to a client’s business for example, an awareness of the importance of environmental issues, or of an upcoming event and or film, could build references to this into the advert.
  • Identify and source the most appropriate internal and external experts and suppliers that can help produce the idea.
  • Research and interpret characteristics of a brand to establish most appropriate media option(s).
  • Deliver their work to brief and on time.
  • Write text and stories that bring the idea to life for publications, leaflets, web pages and social media.
  • Create design and layout that bring the idea to life for publications, leaflets, web pages and social media.
  • Apply feedback to amend or redevelop their ideas.
  • Undertake research into latest trends in advertising and new delivery platforms for example, keep abreast of new poster variants such as interactive superlite films at bus shelters and consider and recommend ways to use them.
  • Collaborate with the wider team and encourage them to share ideas to help bring the project to life.
  • Prioritise competing demands.
  • Write in any tone and or style, being aware of the need to communicate to different audiences taking into account cultural differences and social representation.
  • Influence others for example, buy a different product or change their behaviour.
  • Write scripts of different lengths to suit different media platforms and of different durations.
  • Communicate information through appropriate channels when seeking support to undertake tasks.
  • Use digital collaboration tools to work with colleagues and key stakeholders.

Behaviours

  • Creative curiosity – researches the brief and shares their ideas.
  • Empathy – takes into account a range of viewpoints when carrying out tasks, shows emotional intelligence when managing other people.
  • Resilience – considers feedback objectively, bounces back from criticism of their idea, and continues working on the brief with enthusiasm by continuing to achieve deadlines and maintain rapport.
  • Working under pressure – manages multiple projects and deadlines.
  • Courageous – puts forward ideas to more senior colleagues and is prepared to challenge others.
  • Accountable for tasks, actions and work proactively seeks support.
  • Support an inclusive culture treating colleagues and external stakeholders fairly and with respect.
  • Acts professionally when representing the business virtually, in person and when communicating.
  • Prioritises sustainable practices for example reducing paper waste, turning off unused lights, car sharing or using public transport to travel for business meetings.
Apprenticeship category (sector)
Creative and design
Qualification level
3
Equal to A level
Course duration
18 months
Maximum funding
£6,000
Maximum government funding for
apprenticeship training and assessment costs.
Job titles include
  • Creative technologist
  • Junior art director
  • Junior brand creator
  • Junior copywriter
  • Junior creative
  • Junior creative writer

View more information about Junior advertising creative (level 3) from the Institute for Apprenticeships and Technical Education.