Their role is to convey a message using images, type, illustrations and photography. Designers work in print or digital to produce an effective advertisement. Art and design at HND or degree-level is usually required.
They often work alongside an art director in a large advertising agency. Copywriters work on client briefs to develop and produce advertising campaigns. An ability to write succinct and accurate copy is key.
Acting as a link between clients and the agency, account managers provide briefs on behalf of the client. They coordinate the advertising campaigns, so need excellent communication skills. Often handling multiple accounts, they need to be highly organised and business-minded.
The larger London agencies employ strategic planners. Their role is to analyse customer behaviour in order to best target the advertising message. They work on both qualitative and quantitative research to produce innovative ideas.
They will prepare the outline with the creative team for the launch of a campaign or message. Their main tasks include creating content for videos, competitions and infographics.
Working closely with the designers, their role is to research trends and share their insights to support and guide the creative team. A social science background could be useful in this position.
This increasingly important role is to analyse 'big data' to be used by the planning and research departments to inform customer behaviour. Many IPA companies seek computer scientists and maths graduates, or those with high levels of numeracy.
Starting salaries can be around £18,000 in London, but salaries can shoot up quickly depending on the job role. For example, an account manager could be earning £45,000 after three years, but then plateau at around 40 years of age.
Salaries outside of the big London agencies may be considerably less.