Career Guide: Foreword

Advertising has never failed to attract its fair share of bright, enthusiastic and energetic young people. But for many graduates considering a job in the advertising business, getting under the skin of exactly what jobs are on offer can be a real challenge.

It's easy to be dazzled by the superficialities of the ad business. Yes, it's full of incredibly stimulating, highly creative talent. And the pay's not bad, there are plenty of parties, sometimes the Champagne flows and the business knows how to have fun.

But that really is simply the thin gloss on top of an incredibly thorough, exciting and disciplined profession. No longer is the ad industry simply a supplier of dazzling TV ads. It has become a rounded business offering the country's manufacturers and service providers a trusted partnership on everything from brand development to making TV programmes.

Our "Meet the team" feature on page 12 is a light-hearted look at some of the stereotypes that make up the traditional ad agency. But don't be fooled, the advertising and media industries are home to some of the country's best thinkers, with sharp strategic minds and a nous for growing their clients' businesses. And never has there been so much pressure to prove the value of what they do and the effectiveness of their advice. Sure, it's a glamorous profession, but one that is now very firmly rooted in accountability.

All of which means that the industry has never been a more attractive place to work: tough but fun, intellectual but creative, glitzy but effective.

In this Career Guide you will learn more about some of the jobs available in the business and pick up some brilliant tips on what it takes to succeed in them - invaluable advice from the people who've already made it to the top. You'll also have the chance to find out more about some of the leading companies in the industry and what makes them great places to work. For anyone interested in a career in advertising, I'm sure this guide will prove invaluable.

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