Apprenticeship training course

Advertising creative (level 6)

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

• Qualification level: 6 ; Equivalent to degree.
• Typical duration: 24 months
• Apprenticeship category: Creative and design
• Maximum funding: £17,000 ; Maximum amount government will fund ; for apprenticeship training.
• Also known as:
  • Advertising creative
  • Art director
  • Associate art director
  • Copywriter
  • Creative executive
  • Digital brand and media specialist
• Skills:
  Skills an apprentice will learn

  • 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.

Full information on Advertising creative (level 6) is available from the Institute for Apprenticeships and Technical Education.

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