Advertising Specialist

A publicist is a professional who can take on different roles, such as being responsible for managing the public image and communications of a company, organization, or celebrity.

They are in charge of overseeing their client's public relations activities, developing and executing advertising campaigns, and building relationships with the media.

Publicists also often act as a liaison between their clients and other companies, organizations, or individuals. They are often responsible for drafting press releases, generating media coverage, and managing their clients' promotional activities across various channels.

Effective publicists must have strong communication skills and a good understanding of the digital landscape, know their clients' needs well, and be able to respond quickly to changes in the media environment.

No matter what you want to do in advertising, it's worth being a tech expert. Naturally, the software you need to understand will vary depending on your area of focus. You can focus on creating ads, campaign analysis, client management, programmatic ad buying, among others.

For creating graphic pieces or advertising design, mastering design software can be essential, among the most popular are Figma, Photoshop, GIMP, indispensable, although for the position of advertiser as campaign manager, where you will have to execute, implement and follow up on campaigns, it is important to have knowledge of Google Ads, Meta advertising solutions and programmatic ad buying platforms such as Amazon DSP, Adobe Advertising, data analysis and CRM platforms like Hubspot.

Programmatic advertising or programmatic ad buying is the use of advanced technology that automates the process of buying media and digital advertising.

It consists of using data and algorithms to deliver automated ads to users, based on their online behavior, such as browsing history, demographic data and previous purchase behavior.

This technology allows advertisers to optimize their digital advertising campaigns and target the right audience with relevant ads more effectively.

Where does an advertiser work?

One of the best things the advertising environment offers is the variety of settings:

• Advertising agencies;
• Service companies;
• Creative services departments in companies;
• Industries;
• Hospitals;
• Banks;
• Sports;
• television and radio;
• ONG.

Roles, titles, positions and functions in advertising

There are many different roles in advertising. Your skills and interests will guide you to the degree that best suits you.

Here are some of the key players:

Programmatic Manager: Manages advertising and programmatic platforms, is responsible for operating campaigns in the DSP, managing clients and providing consultative technical support to clients.

Copywriter (advertising writer): The creative writer comes up with the idea that will help develop the different ideas for ads, websites, and campaigns.

Art Director: has skills in illustration, photography and design. It's not just the headlines that get read; art directors work directly with writers to design the websites, ads and brochures that make us buy things.

Account Executive: The account executive is key in client communication.

Creative Director: After a few years as a copywriter or art director, you can become a creative director, you will work inspiring and evaluating ideas for television ads, websites and advertising campaigns, and working with account executives to keep the client happy.

User Experience Designer (UX): You know exactly how a website should work. In fact, you'd like to design the way people interact with them.

In recent years, technology has drastically changed the advertising business. Social media is a growing marketing tool. Facebook, Twitter and blogs have gone from being fun activities to being media outlets that many companies use to promote.

The tasks of an advertiser can be varied, from creating a television ad to designing website campaigns. The career of an advertiser involves inspiration and glamour all day long.

What do I need to learn for an advertising degree?

There are many different and varied roles in advertising, and they all usually require some type of training. Competition is fierce, and if you want to succeed, you should follow a path based on the current state of the industry. 

Starting your career in advertising may seem overwhelming at first. Education, personality, even trying to get the interview can quickly discourage you. 

Education for roles in programmatic advertising:

In programmatic advertising roles can focus on data management and analysis, such as DSP or programmatic manager, programmatic specialist, programmatic operator, Junior analyst, performance marketing specialist. For these roles it is recommended to start with free courses from hubspot and to specialize with the offering from skiller in in-person and remote format of the Bootcamp in Programmatic Buying.

Education for a creative role in advertising

If you are looking to be an advertising copywriter, you can start with an education in writing. There are many successful copywriters who have a writing degree or in Communication. Copywriters are expected to think visually, and they must know how to work hand in hand with an art director or designer. 

If you want to be a copywriter, designer, or art director, you should definitely consider an education in the areas of advertising, design, public relations and marketing. Not all universities offer degrees in Advertising, Marketing or Public Relations.

Education for an account role in advertising

If you are more interested in the account management side, you have many more options at your disposal. Account managers often have a bachelor's degree in marketing or sales. If you have creative abilities, lateral thinking, are organized and good at persuasion, this might be the right approach for you.

Education for other advertising agency roles
Like so many other business models, advertising has undergone a major change in the last 20 or 30 years. The impact of data and digital cannot be emphasized enough, and agencies have had to grow and change to adapt to the new landscape.