15 Things to Know About the Advertising Industry Before Starting Your Career
Stepping into the dynamic world of Advertising requires more than just a polished resume; it demands industry-specific insights. We’ve gathered wisdom from founders to Chief Marketing Officers to provide you with a comprehensive look at what to expect. From creating a strong creative portfolio to showcasing relevant skills and experience, here are fifteen key insights shared by industry experts for new grads and career changers.
- Create a Strong Creative Portfolio
- Embrace Continuous Learning
- Build Trust in Affiliate Marketing
- Develop Empathy and Emotional Intelligence
- Consider Agency Size and Fit
- Cultivate Disciplined Creativity
- Blend Creativity with Analytical Skills
- Value Team Collaboration
- Prepare for a Competitive Fast-Paced Field
- Leverage Internship Opportunities
- Understand Consumer Behavior Insights
- Embrace Data-Driven Creativity
- Handle Pressure and Responsibilities
- Learn the Value of Data Interpretation
- Showcase Relevant Skills and Experience
Create a Strong Creative Portfolio
After a decade in marketing, with a focus on writing, I wanted to switch careers to advertising. However, I quickly learned that if you’re going for a creative role, such as an art director, designer, or copywriter, you need a robust portfolio of work before agencies consider you for any roles. You don’t need a portfolio if you are going for other positions within the agency, such as strategy or account management.
Some creative-minded people independently create a “spec” portfolio, making up ads for real products to show their skills. Others, like me, invest in portfolio school, where you spend a year in classes learning how to write ads from real-world professionals, complete assignments, and walk out with a fantastic “spec” portfolio to show ad agencies. There are many portfolio schools to choose from, and some are fully remote, with evening classes so that you can keep your day job!
Today, content is still KING, so if you are great at social media and have a following, you could submit that to ad agencies for roles that are more social-media-focused or based on content creation, which is HUGE in the ad world. In addition, as a designer or art director, I recommend becoming familiar with AI tools such as Midjourney, as that will be an essential asset moving forward, and not everyone knows how to use those tools (yet).
Networking is not just a suggestion; it’s a necessity in this industry. Ninety percent of my opportunities in advertising came from people I know. So, go to local networking events, join advertising groups on LinkedIn, and consider becoming a member of the American Advertising Federation. You’ll be surprised how much these connections can open doors for you.
Whatever you do, don’t give up! Remember, all it takes is one “yes” to get your foot in the door. And from there, with dedication and hard work, you can build a solid six-figure career in advertising. The potential is there; you just need to seize it.
Kelly Butler, Founder, Start Date Career Services
Embrace Continuous Learning
One thing new grads or career changers should know about the advertising industry is that it’s always changing. New technologies, changing consumer behaviors, and digital marketing trends mean what works today won’t work tomorrow. To succeed, you’ll need to be adaptable, stay on top of industry changes, and be willing to continuously learn and develop new skills.
Tom McCarron, Co-Founder, Algebra
Build Trust in Affiliate Marketing
New graduates seeking to enter the advertising industry, especially in affiliate marketing and business development, should prioritize building relationships and trust. Unlike traditional advertising, affiliate marketing thrives on long-term partnerships that benefit advertisers, affiliates, and consumers. This trust fosters effective promotion, leading to higher conversion rates and improved communication, which is vital for overall success in this field.
Mohammed Kamal, Business Development Manager, Olavivo
Develop Empathy and Emotional Intelligence
One thing that often surprises job seekers entering the advertising world is how much empathy drives success in this industry. In my opinion, the best advertisers aren’t just creative—they deeply understand human behavior and emotional triggers.
To thrive in advertising, you need to be able to step into the shoes of your audience, see the world from their perspective, and craft messages that resonate on a personal level. It’s not just about selling a product; it’s about creating a connection.
This requires not only creativity but also a deep emotional intelligence and the ability to read between the lines of consumer behavior. If you’re entering this field, focus on honing your ability to understand what people feel and why they act the way they do. This emotional insight is often what makes advertising campaigns truly unforgettable.
Stephen Greet, CEO & co-founder, BeamJobs
Consider Agency Size and Fit
Consider the size of the agencies you’re applying to. Small agencies often let you take on many roles quickly, giving you broad experience. On the other hand, larger agencies might offer more structure, work with bigger clients, and provide more opportunities for advancement due to their size.
Choosing the right fit depends on your personal preferences and career goals. Some people thrive in the close-knit environment of a small agency, while others enjoy the dynamic atmosphere of a larger firm. Starting at a well-known agency can also add value to your resume and provide a strong foundation for your career. For example, being an account coordinator at a prominent agency might look better on your resume than at a less-known firm.
Aqsa Tabassam, PR & Brand Manager, RevenueGeeks
Cultivate Disciplined Creativity
In the advertising industry, you can’t wait for a burst of creative inspiration to strike. The truth is that advertising moves fast, so deadlines won’t depend on your “lightbulb” moments. Therefore, you must learn to keep producing, ideating, and pushing through creative blocks to succeed—no matter your mood, whatever the weather, and against all odds.
What makes great advertisers stand out is their ability to turn creativity into a discipline rather than something that only happens when they feel “enlightened.” Simply put, you must develop fresh ideas, write copy, or tweak concepts despite lacking your creative spark. As surprising as it may sound, sometimes the best ideas come from this disciplined practice and not from waiting for inspiration to hit.
Additionally, when you’re not feeling the flow, there are always other valuable tasks to tackle—such as researching target audiences, analyzing data, refining previous work, or brainstorming with a team. Being productive in these moments keeps you in the creative zone, even if the magic moment hasn’t come yet.
Agata Szczepanek, Career Expert & Community Manager, LiveCareer
Blend Creativity with Analytical Skills
One key thing a new grad or job seeker should know about the advertising industry is that it demands a blend of creativity and analytical skills. The ability to generate innovative ideas is crucial, but so is understanding and interpreting data to measure campaign effectiveness. Success in advertising often involves working in fast-paced environments with tight deadlines, so adaptability and time management are also important. Gaining experience with digital tools and platforms can be beneficial, as the industry increasingly relies on technology for campaign execution and analysis.
Matt Gehring, Chief Marketing Officer, Dutch
Value Team Collaboration
The importance of collaboration in the advertising industry was one of the most important lessons I learned. When I first started in this sector, I assumed that my primary contribution would be individual innovation. However, I quickly realized that effective campaigns are rarely the result of a single thought.
Early in my career, I worked on a project that required our team to create a new branding strategy. Initially, I focused on developing my ideas, but the big breakthroughs came during brainstorming sessions with colleagues from several areas, such as design and analytics. Each participant contributed new perspectives, which improved our approach and resulted in a more comprehensive campaign.
Understanding the significance of teamwork is critical for recent graduates and those entering the advertising industry. The ability to work effectively with diverse teams not only boosts creativity but also leads to better outcomes. Embracing this collaborative mindset might help you thrive in an industry where the best ideas frequently come from a group effort.
Volen Vulkov, Co-founder, Enhancv
Prepare for a Competitive Fast-Paced Field
Though it can be a dazzling field, it’s important to remember that the advertising occupation operates in a fast-paced, highly-competitive environment. The combination of strategic thinking, creative thinking, and effective interpersonal skills is frequently exhibited by successful individuals. Be ready to put in long hours, fulfill time constraints, and adjust frequently to shifting fashions. You can gain helpful knowledge and make a strong impression throughout the application process by researching the field and communicating with professionals.
Faizan Khan, Public Relations and Content Marketing Specialist, Ubuy Australia
Leverage Internship Opportunities
Internships are the starting point for many careers in advertising. If you acquire a decent internship and prove your talents and dedication, you have a strong chance of landing full-time employment. I would say that 80% of people who work in this industry got in through an internship.
Timing is everything. Many ad agencies make their hiring decisions from their summer intern pools. So, plan to make the most of the internship and prove yourself to be a promising candidate for the future of this industry.
Simon Brisk, Founder & SEO Strategist, Click Intelligence
Understand Consumer Behavior Insights
One of the first things that new grads or career-changers should understand about the advertising industry is the value of insight into consumer behavior. In today’s market, the objective behind an advertising campaign cannot be reduced to creativity alone; it’s also about a deep understanding of the “why” behind what makes certain consumer segments tick, and why they buy or do not buy.
If you are looking to break into advertising, I would say that consumer awareness, learning how people behave while making buying decisions, learning about market trends, and more importantly, reactions from consumers to your adverts, are key. It’s not about creating something that will look beautiful or attract attention or go viral; it’s about creating something based on the right consumer research to ensure that the advert is creating that particular buzz in the mentality of an individual consumer and motivating them to take action. And I guess that more so is the thing that employers are going to be looking out for, so my advice would be just that.
Anders Bill, Cofounder/CPO, Superfiliate
Embrace Data-Driven Creativity
One key thing a new grad or career-changer should know about the advertising industry is that it thrives on data-driven creativity. While advertising is often linked to creative campaigns and attention-grabbing visuals, today’s industry depends heavily on performance data, especially in digital advertising. Whether you’re applying for a role in creative development, media buying, or strategy, being comfortable with data and understanding how metrics like return on investment, click-through rates, or cost per acquisition shape decisions is essential.
Advertising is not just about coming up with great ideas. It’s about tracking how those ideas perform in real-time and constantly adjusting campaigns to improve results. Having a basic understanding of ad platforms like Google Ads or Facebook Ads and being willing to learn how data impacts strategy can give you a strong advantage in landing your first role. Balancing creativity with analytical thinking will help you stand out.
Léo Pinon, International Marketing Strategist, Go Fish Digital
Handle Pressure and Responsibilities
In the advertising world, it’s all about coming up with great ideas while competing to meet the client’s needs. New job seekers need to understand that pressure comes with responsibilities.
Why is this important? Many newcomers think advertising is just a fun and creative party where we brainstorm taglines all day. But the reality is, it’s a high-pressure environment with clients, tight deadlines, and the constant need to be creative.
What does this mean for you? You should be ready to do a little bit of everything. Some days, you will come up with a campaign that could be the next big app, but other days, you will study numbers to convince a doubtful customer why your idea matters. It’s exciting, but some days can be tiring, too.
As a new grad, you should be ready by practicing flexibility and mental strength. I remember my first big project, a marketing campaign for a well-known electronics company. We loved our idea, but the company wanted us to start over. We felt upset, but instead of giving up, we worked all night to create something new.
You should always be ready for your ideas to be judged; some feedback might be harsh. You should learn to take the good comments to heart and not take it personally. I once had an idea I loved criticized in a client meeting. It hurt, but I used their feedback to create something even better for them.
One important suggestion is to add words like “FLEXIBLE” and “ALWAYS MEET DEADLINES” to your resume. This way, you will let them know that you are not just creative, but also can recover from setbacks.
Farrukh Muzaffar, CMO at Sony Ireland | Co-Founder | Business strategist, Sustainability Jobs
Learn the Value of Data Interpretation
One practical lesson I wish I had learned before entering the advertising industry is the value of data interpretation. Initially, I thought advertising was all about innovation and huge concepts. However, I quickly discovered that data is critical in developing outstanding advertising.
In one of my early initiatives, we developed a campaign around a creative notion that we were enthusiastic about. Despite our enthusiasm, it did not go well. Only after examining viewership statistics did we realize where we had gone wrong. This experience showed me that data is more than just statistics; it’s a tool for analyzing audience behavior and preferences.
It enables you to make more informed judgments and customize your creative tactics to what connects with your target audience. Integrating data analysis into your skill set can help you build more engaging campaigns that connect with consumers on a deeper level.
Silvia Angeloro, Executive Coach, Resume Mentor
Showcase Relevant Skills and Experience
In the advertising industry, what you studied and where you worked does not matter as much as what you can do. Focus on tailoring your resume, cover letter, and interview answers to emphasize any relevant skills, such as data analytics, written communications, or video editing.
Focus on getting relevant experience and clips, which you can do even before you find your first job. Find a local charity or event and volunteer to help with their advertising campaign. Proving your willingness to try will show potential hiring managers that you are a good fit.
David Holman, CMO, Textun