Apprenticeship training course

Advertising creative (level 6)

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Information about Advertising creative (level 6)

Develop strategic campaigns, or one-off pieces of communication, that meet a client brief.

• Knowledge, skills and behaviours:
  View knowledge, skills and behaviours

  Knowledge

  • Functions, roles and skills within advertising, creative and professional bodies representing the industry.
  • Media platforms and their formats including out of home adverts, TV adverts, radio adverts and social media adverts.
  • Which categories of advertising are subject to legislation and regulation for example food & drink and gambling. How to access the latest regulation and legislation.
  • Advertising History - recognise the differences in styles and periods in the story of advertising including that of notable historical and contemporary individual campaigns, which underpin current practices.
  • Theories, frameworks for example "Get to Buy" and models of writing a creative brief.
  • Prioritisation tools and techniques.
  • Pre - idea research techniques, frameworks and post evaluation techniques informing work produced.
  • Mainstream software, for example Adobe, to undertake image manipulation and design work including page layouts.
  • Visual language including semiotics, colour and typography to adhere to brand guidelines.
  • How to use templates and grids to create work that fits the format.
  • Where to find creatives, to support work for example illustrators, animators, set designers.
  • Commissioning and creative management process for employing third party creatives to work on a project.
  • Performance metrics and how they can be used to measure creative brief objectives.
  • Organisational policies and procedures including sustainability, health & safety and equality, diversity & inclusion.
  • Ethical and cultural values which influences the work produced for the target audience.
  • End to end workflow and planning process, the key stages including post-production and own role and responsibilities within this.
  • Communication techniques, and approaches to interact with stakeholders.
  • Where to source career professional development.
  • Emerging digital trends, and how these can be embedded in professional practice.
  • Approaches to managing and marketing own skills and services.
  • Presentation techniques to use in different settings for example in person, online or recorded which is appropriate for different audiences.
  • Negotiation and influencing models and techniques.
  • Frameworks to evaluate ideas including Six Thinking Hats, Three C's and Sticky Thinking.
  • Communication techniques for interacting with colleagues to decode creative briefs.
  • Recognise the differences in creative skills to meet creative brief objectives.

  Skills

  • Work with colleagues to decode and understand the client brief.
  • Research client' audiences; understanding personas developing ideas for the target market.
  • Utilising research to inform work including research of business products, services and competition.
  • Work within given time frames utilizing evaluation techniques to identify ideas.
  • Rationalise ideas through the utilisation of frameworks and research techniques.
  • Use prioritisation tools for example priority matrix to manage workload, and deliver against brief objectives.
  • Present ideas using methods appropriate for the audience including using mock ups to stakeholders and colleagues.
  • Uses creative skills to execute the idea to meet the creative brief. Work produced may be co-produced or self - developed.
  • Use digital tools and collaborative platforms for example adobe to develop ideas and executions on a client briefs.
  • Insights into the brand, so that the brand identity is reflected in work produced.
  • Archiving a body of your work showcasing the latest, challenging and outstanding practice. Aiming to increase profile within the communications industry of both the individual and organisation.
  • Maintaining own accurate records for timesheets for best value for the client.
  • Identify and recognise new and emerging trends to inform the relevance of the work.
  • Utilising the opportunities to pursue industry awards individually or collectively as part of a team for example D&AD and Creative Circle.
  • Creative ownership to enhance work ensuring client's briefs are achieved to their satisfaction.
  • Identify and justify suitable specialists, for example photographers, animators and illustrators to work on the production of ideas.
  • Establish and maintain positive relationships with internal and external stakeholders for example suppliers, clients and customers.
  • Knows how to facilitate a creative brainstorming exercise and can do so on their own, in teams or in groups.
  • Maintains a professional network enabling self promotion within the industry.
  • Utilising policies and procedures including sustainability, health & safety and equality, diversity & inclusion in work.
  • Frameworks to evaluate individual creative ideas or those generated as part of a team.
  • Evaluates the creative brief, checking for any missing information and clarifying the outcomes in order to achieve creative brief objectives.
  • Use performance metrics information to change work accordingly.
  • Produce work that respects the ethical and cultural values of the audience.

  Behaviours

  • Takes personal responsibility for ensuring agreed deadlines are met.
  • Curiosity to ask questions to achieve briefs.
  • Seek learning opportunities and continuous professional development to improve practice.
  • Promotion of equity, diversity and inclusion in creative work.
  • Work collaboratively with others across the organisation and external stakeholders.
  • Take responsibility of own obligations for sustainable practice, welfare issues and health and safety.
  • Take responsibility for ethical principles and consequences of work.
  • Motivated and resilient to challenging situations.
• Apprenticeship category (sector): Creative and design
• Qualification level: 6; Equal to degree
• Course duration: 24 months
• Maximum funding: £17,000 ; Maximum government funding for ; apprenticeship training and assessment costs.
• Job titles include:
  • Advertising creative
  • Art director
  • Associate art director
  • Copywriter
  • Creative executive
  • Digital brand and media specialist

View more information about Advertising creative (level 6) from the Institute for Apprenticeships and Technical Education.