Advertising
Advertising focuses on creating and delivering persuasive messages that promote products, services or brands to target audiences. Key areas within advertising include creative design, copywriting, media buying, campaign management and digital advertising. Advertisers often work closely with marketing, communications and PR professionals to bring strategies to life. Not sure how they differ? Check out What's the difference between marketing, advertising and PR?
Advertising encompasses a wide range of roles - not just creative ones. Whether your strengths lie in creativity, strategy, data analysis, client management or technology, there’s a role for you. From creative directors and copywriters to account managers and media buyers, advertising offers diverse opportunities for every skill set. To explore the full spectrum of roles, visit the Institute of Practitioners in Advertising (IPA)’s The right role for you page. You can also find advertising job profiles on the Prospects website.
For further insight into this area of work visit the sites below:
- An introduction to the advertising industry - this video explores some of the job roles across advertising and marketing, demonstrating how they work together to produce campaigns, as well as the pathways into those roles.
- IPA | Careers in Advertising - features various articles on topics covering what is advertising, agency types and career development.
- Working in Marketing, PR & Advertising - a recording of a virtual alumni panel hosted by the Career Zone.
Every employer is different so there are no definitive lists here. These are meant as a guide and should be considered in addition to thoroughly reviewing the person specification, job description and job advert for each role you’re interested in before applying.
- Adaptability: ability to respond quickly to industry trends, client feedback, and evolving technology.
- Analytical skills: using data to evaluate campaign performance and inform future strategies.
- Attention to detail: ensuring accuracy in copy, visuals, data, and campaign execution.
- Creativity: ability to develop original ideas and compelling campaigns that resonate with target audiences.
- Communication: strong verbal and written communication skills for pitching ideas, writing copy, and liaising with clients and teams.
- Cultural awareness: creating content that is relevant, inclusive, and sensitive to diverse audiences.
- Digital literacy: proficiency in social media platforms, SEO, PPC, email marketing, and web analytics tools.
- Persuasion & negotiation: convincing clients, consumers, and stakeholders of an idea’s value.
- Project Management: managing timelines, budgets, and resources to deliver projects on time and within scope.
- Resilience & handling criticism: managing rejection or creative feedback in a fast-paced environment.
- Strategic thinking: understanding client goals, market trends, and consumer behaviour to shape effective campaigns.
- Teamwork & collaboration: working effectively with others across creative, strategy, media, and client service departments.
To develop these skills, remember Career Zone offers a range of Personal and Professional Development sessions which are available to book on Handshake and run at least once per term. Please also read through the sections about Gaining Experience, Further Study, and Professional Development to discover how you can develop your skills through experience and gaining further knowledge or qualifications.
On campus opportunities
Getting involved with student societies is a great way to develop marketing and advertising experience. Many societies need support with promoting events, managing social media accounts, creating posters or digital content and growing their membership. Taking on a committee role, such as Publicity Officer can give you hands-on experience in campaign planning, branding and audience engagement. Browse societies on the Exeter Students' Guild website or SU’s website (Penryn).
Internships and work experience
While some advertising agencies offer internships, there isn’t a centralised website listing them, so it's important to visit individual agency websites to check for available opportunities. Alternatively, you can create your own experience by sending a speculative application to agencies that interest you. Use the IPA | Agency Finder Map and Global Directory of Advertising Agencies to find agencies.
Placements
If you're interested in gaining work experience as part of your degree, consider a placement. To learn more, visit the Placements Hub via your Exeter Single Sign-On. It covers everything from how to apply to opportunities abroad and guidance for international students.
University of Exeter Employability Schemes
The Career Zone advertises paid internships through the Student Campus Partnership (SCP) and Student Business Partnership (SBP) schemes, offering roles at the University or with local employers in areas like marketing, research and data analytics. Search ‘SCP’ or ‘SBP’ on Handshake to view current vacancies and sign up for our weekly internship e-bulletin.
Consider applying for the Pathways to Marketing programme. While it's not focused solely on advertising, it offers tailored training and hands-on experience in marketing - skills that are highly relevant and transferable to a career in advertising.
Volunteering
Volunteering for a charity is a great way to gain hands-on marketing or advertising experience while supporting a cause. You can develop valuable skills in content creation, campaign planning and social media management. This hands-on experience can help develop your portfolio, CV and boost your confidence. Find opportunities using the sites below:
- Exeter Students' Guild Volunteering Opportunities
- Students' Union Cornwall Volunteering Opportunities
- Volunteer Cornwall
- Devon Voluntary Action
- Reach Volunteering
- Charity Choice - use this to find charities in your local area. You can also filter charities by cause.
Competition can be strong, especially for entry-level positions. Use the following resources to find advertised vacancies and research employers.
Graduate Jobs
- The Institute of Practitioners in Advertising
- Jobs in Marketing - Prospects - this also lists job roles in advertising and has an ‘employer’ section which lists vacancy websites
- Campaignjobs – including a useful careers guide.
For general information about finding graduate opportunities, please visit our Graduate Jobs page.
Graduate schemes
Advertising graduate schemes are less common than those in fields like marketing, with most people entering the industry through graduate-level jobs. The agencies below have offered schemes in the past, but availability can vary each year. It's a good idea to research and compile a list of major advertising agencies to check for current opportunities. Use the IPA | Agency Finder Map and Global Directory of Advertising Agencies to find agencies. Here are some examples:
- AMV BBDO
- Ogilvy
- WPP
- Saatchi & Saatchi
- Wunderman Thompson Catalyst Academy.
Further sources of support
If you are an international student, visit our international webpages for help finding opportunities both in the UK and globally.
To find opportunities outside the UK use GoinGlobal.
Some individuals decide to undertake further study to develop their skills and knowledge of the sector. Not all roles or employers will require this, so it is important to research entry requirements and employer preferences before committing to additional training or qualifications. Use the sites below to research your further study options.
- Prospects - offers a comprehensive directory of postgraduate courses in the UK, plus career advice and sector-specific insights.
- UCAS Postgraduate - search for Master’s degrees and postgraduate diplomas across UK universities, with application guidance.
- FindAMasters - a searchable database of taught and research Master’s programmes, including advertising, branding, and digital marketing courses.
- Institute of Practitioners in Advertising (IPA) - industry body offering professional development schemes, foundation certificates, and continuous learning resources.
- FutureLearn - offers online advertising, branding and marketing courses from UK universities and industry leaders.
If you are considering postgraduate or doctoral level study before entering your chosen sector, please visit our Postgraduate Study page for more information about choosing further study.
Information and links from professional bodies
Professional bodies support individuals in a specific industry, providing resources like training, certification and networking. While membership is optional, it can help you grow your network, develop professionally and stay up to date with industry trends.
- Advertising Association (AA) - represents the UK’s advertising industry. Works to promote the value of advertising and influence public policy. It’s a key voice in regulatory and policy matters.
- British Interactive Media Association (BIMA) - focused on digital and interactive advertising. Supports professionals through events, networking, and skills development.
- CIM- while focused on marketing, CIM qualifications are respected across advertising and related fields. Offers a range of professional development courses and certifications.
- Chartered Institute of Public Relations (CIPR) - offers accredited courses and professional qualifications, useful for students exploring PR as part of their advertising career.
- Institute of Practitioners in Advertising (IPA) - industry body offering professional development schemes, foundation certificates, and continuous learning resources.