How to Become an Advertising Strategist: A Roadmap to Success

So, you want to become an advertising strategist. Smart move. It’s a role that sits at the intersection of creativity, data, and consumer insight—a place where big ideas meet meticulous planning. But how do you get there? Let’s break it down into actionable steps that will set you on the path to becoming a top-notch strategist in the advertising world.

1. Understand the Role

Before you dive in, you'll need to know what an advertising strategist does. I didn't have a clue when I started out! I stumbled into advertising by accident, so didn't understand or know any of the standard roles in an advertising agency, never mind what a Planner or Strategist was.

So let's explain - Your job will be to understand the consumer deeply, craft strategies that align with business objectives, and work with creative teams to bring campaigns to life. Think of yourself as the bridge between the brand and the audience, translating data and insights into compelling narratives.

2. Get the Right Education

While there’s no single educational path to becoming a Strategist, however, a degree in marketing, advertising, business, or psychology can be incredibly useful. For example, I studied Multimedia Technology at Leeds University. These fields will provide a solid foundation in understanding consumer behaviour, market research, and strategic thinking.

Pro Tip: Courses in digital marketing, data analytics, and media planning can give you an edge. Platforms like Coursera, LinkedIn Learning, and Google’s Digital Garage offer valuable online courses, too.

3. Build Analytical Skills

Data is your best friend. You need to be comfortable with numbers and analytics tools because data-driven decision-making is at the heart of modern advertising strategy. Get familiar with tools like Google Analytics, YouGov, S&P, Brand Watch, Mintel, SEMrush, and various social media analytics platforms.

Pro Tip: Work on projects or internships that require you to analyse data and generate insights. This hands-on experience is invaluable!

4. Hone Your Creative Skills

While being analytical is crucial, so is creativity. You need to understand what makes a campaign not just good but great. Study iconic advertising campaigns, understand the psychology behind them, and learn how to tell a compelling story.

Understand the Behavioural Science behind why we do what we do. There is a great book "The Small Big" https://amzn.to/3WzSluy ", that explains just a few methods that can be employed to deliver big results or persuade people.

Pro Tip: Practice writing briefs. A good brief is clear, concise, and inspiring. It should articulate the problem, provide context, and set the creative team on the right path.

5. Gain Industry Experience

Internships and entry-level positions are your foot in the door. Look for roles at advertising agencies, media companies, or brand marketing departments. Start as an account executive, media planner, or junior strategist to get a feel for the industry.

Pro Tip: Don’t be afraid to start small. Smaller agencies can offer broader experiences, allowing you to wear many hats and learn quickly. Also, if you get an opportunity to work on an account and your efforts get used by the agency or client - don't become a keyboard warrior that night complaining that you've not received millions in royalties for "your idea". You are lucky to have been trusted to work on an active account - take that experience, be humble, and use it to climb the ladder faster - you'll thank me in the long run!

6. Network Relentlessly

The advertising industry is as much about who you know as what you know. Attend industry events, join professional organisations like IPA (Institute of Practitioners in Advertising) , American Advertising Federation , read cases studies on WARC , Contagious and connect with professionals on LinkedIn.

Pro Tip: Reach out for informational interviews. Most professionals are happy to share their experiences and offer advice.

7. Stay Updated

The advertising landscape is constantly evolving. Stay on top of industry trends by following relevant blogs, subscribing to industry publications like Adweek and Campaign, and joining online communities.

Pro Tip: Regularly participate in webinars and workshops. They’re great for learning new skills and staying current.

8. Develop Soft Skills

Communication, presentation, and collaboration are key. You’ll need to present your ideas convincingly, work well in teams, and handle feedback constructively. These soft skills are often what differentiate good strategists from great ones.

Find your local https://www.pechakucha.com/ or better still, create your own! Practice talking in front of people and delivering your story as concisely as possible.

Pro Tip: Practice presenting your ideas in front of peers or mentors and ask for feedback to improve. Video yourself and count how many times you say "Erm"... then try to stop it!

9. Create a Portfolio

This is something? I did quite late on in my career, but I do wish I had done it sooner! A strong portfolio showcases your strategic thinking and problem-solving skills. Include case studies from internships, school projects, or freelance work that highlight your ability to develop insights and craft strategies.

Pro Tip: Use platforms like Behance or create a personal website to display your portfolio. Make sure it’s professional and easy to navigate. Always make sure you reference the agency you worked for or with too? – just to cover your back on any copyright problems!?

10. Be Persistent and Passionate

Breaking into the industry can be tough, but persistence pays off. Stay passionate, keep learning, and never stop refining your skills.

Pro Tip: Regularly revisit your career goals and adjust your path as needed. The advertising world is dynamic, and flexibility will serve you well.

Final Thoughts

Becoming an advertising strategist is a journey that combines education, experience, and relentless curiosity about consumer behaviour and media trends. Follow these steps, stay passionate, and you’ll be well on your way to crafting campaigns that not only resonate but drive real results. Remember, in the world of advertising strategy, the learning never stops. Keep pushing the boundaries and challenging yourself, and you’ll carve out a successful career in this exciting field.

P.S. Visit my website or follow me for more Strategy School advice! https://www.tomfearn.com