What the ad industry needs


For a quick picture, I’ve analysed 75 randomly selected ads from Campaign’s website for the skills and experience that the ad industry wants. Perhaps unsurprisingly, the most in demand skill involves communication in some way. Other than that, it seems as if the industry needs highly organized people with good commercial awareness, an understanding of marketing strategy and an ability to analyse data or code in someway. I’ve analysed enough of the adverts to run some simple statistics clustering the skills. Here we see that these skills are not demanded individually but are clustered such that the adverts demand analytic skill and communications skills. I’m going to use this as I design my teaching next year. Get in touch if the data would be useful.

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