Advertising Creatives are responsible for coming up with original, exciting and memorable ideas that meet client's briefs and which can then be used in a range of mediums (e.g Radio, TV).
This occupation is found in the advertising industry. In the increasingly competitive global markets, it is the brands with creative, original, engaging advertising that really stand out from the crowd. Advertising helps turn products into brands by establishing a relationship between the consumer and the brand, thus securing long term, loyal custom. This is a specialist occupation which is found principally within advertising agencies, but Junior Advertising Creatives have skills that can be applied across a wide range of sectors, wherever there is a creative need for advertising, for example in the creative department of a broadcaster. In the United Kingdom there are thousands of people employed in this busy, fast paced and vibrant industry.
The broad purpose of the occupation is to come up with creative ideas which help bring forward fresh thinking and transform businesses and behaviour. This is achieved by creating standout advertising. The Junior Advertising Creative occupation is about origination. They start with a blank piece of paper and come up with a big idea that can be executed across multiple Media touchpoints.
Junior Advertising Creatives work on campaigns that provide people with information most effective to the target audience to help them make better informed decisions. A campaign is a series of adverts running in a short period in different mediums but with the same idea. They create adverts to encourage people to buy products, change their behaviour (for example to wear seatbelts or stop smoking), give to charitable causes or even effect social change (for example, reducing the use of single use plastic). They aim to delight, move and solidify the consumer’s understanding of that product or brand, service, issue or cause. They dramatise the product or services' benefit. Junior Advertising Creatives think up, develop and produce inspiring and effective advertising campaigns for clients, which can be delivered through appropriate and exciting media channels and platforms. This includes television, radio, newspapers, cinema and social media, and other digital platforms, but the world is changing, so Junior Advertising Creatives are also always on the lookout for new ways to present their ideas.
In their daily work, an employee in this occupation interacts with a wide range of people. They report into and are supported by more Senior Advertising Creatives. They work alongside the broader advertising team in conceiving and developing ideas. The Junior Advertising Creative originates the idea, and may work with Advertising Executives who act as the link between them and the client. They also work with others in the industry who are involved in delivery of the idea, such as Junior Content Producers.
Once an idea is formed, they work with the people who bring the idea to life. Typically this includes film directors, photographers, artists, illustrators, musicians and designers. They might occasionally be asked to present their ideas to the client, but this varies from company to company. Whilst this is an office-based occupation, good ideas can happen anywhere so Junior Advertising Creatives are not exclusively office based. As part of delivering a campaign, they may visit locations such as recording studios, film sets, sound stages, colour grading studios and even overseas locations, so they need to work flexibly, particularly if on a TV commercial shoot or helping towards a big presentation.
An employee in this occupation will be responsible for originating surprising, brilliant, exciting, ingenious concepts and ideas. This can be a matter of opinion, so they need the tenacity and resilience to bounce back from setbacks, constructive feedback and also embrace criticism of their ideas. They are conscious of deadlines, budget restrictions and brief requirements. (There are two types of brief - the marketing business brief and a focused creative brief used to inform creatives of the task.) They usually have a number of creative projects running at the same time but at different stages and are responsible for making sure they all meet their deadlines. This is an occupation where you can be yourself, introvert or extrovert, because it is the ideas which matter.
This is a summary of the key things that you – the apprentice and your employer need to know about your end-point assessment (EPA). You and your employer should read the EPA plan for the full details. It has information on assessment method requirements, roles and responsibilities, and re-sits and re-takes.
An EPA is an assessment at the end of your apprenticeship. It will assess you against the knowledge, skills, and behaviours (KSBs) in the occupational standard. Your training will cover the KSBs. The EPA is your opportunity to show an independent assessor how well you can carry out the occupation you have been trained for.
Your employer will choose an end-point assessment organisation (EPAO) to deliver the EPA. Your employer and training provider should tell you what to expect and how to prepare for your EPA.
The length of the training for this apprenticeship is typically 18 months. The EPA period is typically 4 months.
The overall grades available for this apprenticeship are:
The EPA gateway is when the EPAO checks and confirms that you have met any requirements required before you start the EPA. You will only enter the gateway when your employer says you are ready.
The gateway requirements for your EPA are:
A project with a slide deck
You will be asked to complete a slide deck. The title and scope will be agreed with the EPAO at the gateway. As part of the project, you need to write a slide deck and submit this to the EPAO. The slide deck should be a maximum of 500 (with a 10% tolerance).
You will have 6 weeks to complete the project and submit the slide deck to the EPAO.
You need to prepare and give a presentation to an independent assessor. Your presentation slides and any supporting materials should be submitted at the same time as the project output. The presentation with questions will last at least 60 minutes. The independent assessor will ask at least 6 questions about the project and presentation.
Professional discussion underpinned by a portfolio of evidence
You will have a professional discussion with an independent assessor. It will last 60 minutes. They will ask you at least 10 questions. The questions will be about certain aspects of your occupation. You need to compile a portfolio of evidence before the EPA gateway. You can use it to help answer the questions.
You should speak to your employer if you have a query that relates to your job.
You should speak to your training provider if you have any questions about your training or EPA before it starts.
You should receive detailed information and support from the EPAO before the EPA starts. You should speak to them if you have any questions about your EPA once it has started.Reasonable adjustments
If you have a disability, a physical or mental health condition or other special considerations, you may be able to have a reasonable adjustment that takes this into account. You should speak to your employer, training provider and EPAO and ask them what support you can get. The EPAO will decide if an adjustment is appropriate.
| Version | Change detail | Earliest start date | Latest start date |
|---|---|---|---|
| 1.1 | Occupational standard, end-point assessment plan and funding band revised. | 23/01/2024 | Not set |
| 1.0 | Approved for delivery | 10/07/2020 | 22/01/2024 |
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