Advertising and marketing communications apprenticeship

Advertising and marketing communications apprenticeship

Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to take some action, usually to purchase or consume a product or service.

It is totally driven by and focused on the client and the client’s marketing or advertising need for a brand or product. It leads the way with cross-platform innovation – as campaigns cross boundaries between TV, radio, print, billboard and interactive media.

Advertising is a large and diverse sector, ranging from creative agencies to sales departments. There are around 13,000 companies and almost 250,000 individuals working in the industry, which generates £6.2 billion annually for the UK economy. Job roles within advertising are varied and include copywriting, visual creative, media planning and buying, account management, production and client service.

This Higher Apprenticeship in Advertising and Marketing Communications has been revised to include optional learning from two of the industry’s main trade bodies: the Institute of Practitioners in Advertising (IPA) and the Marketing Agencies Association (MAA). The apprenticeship was developed in response to the industry’s current and future skills needs, including the move to integrated digital functions within agencies and increasing diversity within the industry. As this apprenticeship is at Higher Level, employers will expect you to be prepared for, and possibly have previous experience in, a working environment.

Roles within the industry vary widely; if you are working for a large agency you may specialise in a specific area, or in smaller agencies you may undertake various aspects of these roles.

Job roles are broken down into three main areas: creative, creative service and client service.

  • Creative – Creatives within the advertising and marketing communications industry are responsible for the creative ideas and communications solutions developed for clients. You could be involved in producing concepts, writing copy for varied media, developing visual designs or developing and maintaining interactive content.
  • Creative service – The creative service role helps to ensure the smooth running of campaigns supporting the creative team so that projects are managed on time and on budget. As an apprentice you would expect to be involved in all aspects of producing a campaign, from sourcing photography through to TV commercial production.
  • Client service – The client service role provides quality marketing solutions and is the main day-to-day contact for clients. You would work closely with the creative department developing ideas and will need a good understanding of the target audience as well as all media channels and platforms.


Higher (Level 4)

Starting salary (once qualified):


Job roles:

Trainee art director, Trainee copywriter, Production assistant, Junior artworker, Advertising account executive

Issuing Authority:

Creative Skillset –

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