Pursuing Your Passion For Advertising

Star Tribune Sales and Marketing

Do you have what it takes to work at an ad agency? It might sound like it’s all fun and games, but there can be big challenges and a lot of stress. Find out what to expect if you pursue an agency position, and see if it’s a good fit for your personality and experience.

By Kelly Burkart, Star Tribune Sales and Marketing

Last update: June 16, 2008 - 10:39 AM

If you're interested in a career in advertising, chances are you've pictured yourself working at an ad agency. But do you have what it takes to succeed?

Kristen Evanoff, creative services manager and creative recruiter for Colle & McVoy in Minneapolis, says working at an agency is "like working in an adult play room. An agency is full of artsy, very passionate, very driven people."

But in addition to the fun and games (and on-site Shiatsu massages), Evanoff shares that there is an incredible amount of stress.

Culture Shock

Many people love the thought of working at an agency - there are no dress codes, people say what they mean and great teams can create amazing work. Unlike corporate settings, agencies are not as process-oriented and there is more freedom.

Yet not everyone can thrive in the advertising agency world. "Corporate advertising people can have a hard time letting go of the rules and standards they're familiar with when they move to an agency," says Evanoff. Additionally, they may have focused on one brand or product for a long time, making it challenging to take on wildly different projects on several different accounts.

Deadlines also tend to take on new meaning in an agency. "We're often given unrealistic deadlines," says Evanoff, "but we still figure out how to get things done." If you're part of an agency, you can expect high-pressure projects and ever-increasing demands. You will work extremely hard, but Evanoff says that you have to be ready to let stress and tense situations roll off your shoulders.

Finding The Right Fit

For people who are starting out in advertising, Evanoff recommends meeting as many people as you can. Informational interviews are a great way to start building your professional network while getting a feel for life at an agency. These informal conversations will also give you a better idea of the jobs available and the skills required to do them. "You could walk in the door wanting to be an art director and leave deciding you're made for account services," explains Evanoff.

Many agencies will help you get hands-on experience through internships. A typical account services intern will learn how to manage client expectations, see how creative teams collaborate, write creative briefs and attend TV or photo shoots. Creative interns may try their hand at writing or designing portions of campaigns and will learn by working with writers, art directors and producers.

Moving Up

Growth and advancement opportunities vary widely depending on the agency path you choose. Bonus structures are also different from agency to agency, but teamwork, drive and outstanding performance are rewarded.

Kelly Burkart is a Twin Cities-based freelance writer.

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