What does an advertising consultant do?

An advertising consultant is a marketing professional who provides strategic advice and services to companies looking to promote their products, services, or brand. Advertising consultants help businesses develop effective advertising campaigns and select the right media and platforms to reach their target audience.

Typical duties of an advertising consultant

The day-to-day duties and responsibilities of an advertising consultant can vary depending on their role, specialty, and the clients they work with. However, some typical tasks and services provided by advertising consultants include:

Developing advertising strategies

Advertising consultants work closely with clients to understand their business goals, target audience, competitors, and budget in order to develop customized advertising strategies and plans. They conduct market research, analyze data, and leverage their expertise to determine the optimal media mix, messaging, timing, and frequency of ads needed to achieve the client’s goals.

Creating and executing advertising campaigns

Consultants are responsible for bringing advertising strategies to life. This involves overseeing the creative process of designing, writing, and producing advertisements across different media channels like print, TV, radio, online, mobile, and out-of-home. Consultants manage campaign timelines, budgets, and launch logistics from development through execution and analysis.

Selecting media platforms and placements

Media planning and buying is a core function of most advertising consultants. They determine the best mix of media platforms like television, newspapers, magazines, websites, social media, billboards, etc. to reach the target audience. Consultants negotiate rates and purchase ad placements on behalf of clients.

Measuring campaign performance

Advertising consultants track campaign results and analyze performance data to identify what’s working well and what needs improvement. Key metrics they monitor include impressions, reach, clicks, conversions, return on ad spend, and impact on sales. Consultants tweak campaigns as needed to improve results.

Managing relationships with creative, PR, and media agencies

Advertising consultants usually coordinate with creative agencies, public relations firms, and media buying specialists who execute different aspects of the advertising campaign. Consultants brief these partners on the strategy and oversee their work to ensure it aligns with the client’s goals and brand.

Presenting campaign ideas, proposals, and results

Strong presentation skills are vital for advertising consultants. They need to pitch creative concepts and media plans to clients, showcase proposals and finished campaigns, and report on the results. Presentations often include data analysis, recommendations, and next steps.

Staying on top of advertising trends and technologies

The advertising industry is constantly evolving, so consultants must continuously educate themselves on emerging trends, platforms, innovations, and technologies shaping the future of advertising. This allows them to incorporate cutting-edge solutions into their clients’ campaigns.

Types of advertising consultants

There are several types of specialized advertising consultants with expertise in different areas of focus:

Creative consultants

Creative advertising consultants develop breakthrough concepts, branding, and design elements for ad campaigns. They provide creative direction to engage audiences through compelling messages and visuals across all touchpoints.

Media planning consultants

Media planning consultants specialize in strategically selecting the right media mix and ad placements to effectively reach a brand’s target audience. They leverage consumer data and market research to inform media buying.

Digital consultants

Digital advertising consultants help brands navigate the fast-changing world of online, mobile, and social media marketing. They craft digital strategies, execute and optimize pay-per-click, display, and social ad campaigns.

Branding consultants

Branding advisors guide companies in defining, building, and managing their brand identity and image. Services include brand strategy, brand positioning, brand architecture, and brand experience design.

Public relations consultants

PR consultants focus on securing earned media coverage, managing brand reputation, influencing public perception, and developing corporate communications plans to support advertising efforts.

Industry expert consultants

Industry specialist consultants leverage their experience and connections within a specific business vertical to craft resonating, targeted ad campaigns. Examples include automotive, healthcare, or financial services consultants.

Skills and qualifications

To be a successful advertising consultant, the following skills, attributes, and qualifications are typically required or preferred:

• Bachelor’s degree in Marketing, Advertising, Communications, Business, or related field
• 3-5 years experience in advertising, marketing, media, or account management
• Excellent communication, presentation, and storytelling skills
• Strategic thinking and analytical abilities
• Strong project management and multitasking capabilities
• Up-to-date knowledge of advertising best practices and trends
• Creativity and eye for compelling messaging and visual content
• Experience with market research techniques and data analysis
• Comfort negotiating ad pricing and partnerships
• Proficiency with design, CRM, and social media tools and platforms

Advertising consultant salary

According to PayScale, the average annual salary for an advertising consultant in the United States is $59,804 as of August 2022. Entry-level consultants may start around $40,000-50,000 per year, while senior consultants with 5-10 years of experience can earn $75,000-100,000 on average. Commission structures and performance bonuses are also common. Location, agency/firm size, specialty, and portfolio of clients impact pay as well. Top earning consultants at leading agencies in major metro areas like New York City and Los Angeles can make $150,000 or more annually.

Advertising consultant salary factors

There are several factors that influence how much an advertising consultant earns each year:

• Experience level – The more years of professional experience under your belt, the higher your compensation is likely to be.
• Employer type – Salaries at large, prestigious agencies typically exceed in-house corporate roles or boutique shops.
• Location – Advertising consultants in major metro regions earn more compared to secondary markets.
• Client portfolio – Managing accounts for high-profile clients or brands boosts earning potential.
• Performance – Exceeding client goals or winning new business usually results in bonuses.
• Agency billing – Some consultants have commission-based compensation tied to their team’s annual billings.

Advertising consultant job growth

The job outlook for advertising consultants and other advertising, promotions, and marketing managers is strong. According to the U.S. Bureau of Labor Statistics (BLS), employment in this occupation is projected to grow 10% from 2020 to 2030, faster than the average across all occupations. Brands are investing more in data-driven, digital advertising solutions, driving demand for the strategic services consultants provide.

BLS projects nearly 28,000 new advertising, promotions, and marketing management jobs will open up over the 2020-2030 decade as current roles turnover and the occupation expands. Talented consultants who stay ahead of the latest industry changes and consumer/technology trends should have ample opportunities, especially in digital marketing. Consulting also provides transferrable skills valued across many industries and functional areas.

Source: U.S. Bureau of Labor Statistics, Employment Projections program

How to become an advertising consultant

Here are some tips for starting a career as an advertising consultant:

Earn a bachelor’s degree

Obtain a bachelor’s degree in a relevant major like Marketing, Communications, Advertising, or Business. Coursework in consumer behavior, market research, branding, advertising principles, media planning, and campaign analysis provide a solid educational foundation.

Get industry experience

Gaining 2-3 years of full-time professional experience in an advertising or marketing role is invaluable preparation before transitioning into consulting. Work at an agency, media company, or on the client/brand side to build your skills.

Develop a specialty

Gain expertise in a specific advertising focus area like social media, programmatic, creative, or analytics to stand out from the competition. Pursue supplemental training and certifications.

Build your network

Make connections with advertising professionals and join industry organizations. Follow key agencies and thought leaders. A robust network is vital for winning new business as a consultant.

Create a portfolio

Assemble samples showcasing your most impressive advertising work, results, and client successes. This becomes part of your credentials when pitching consulting services.

Consider getting certified

Earning certifications such as the Certified Advertising Professional (CAP) credential from the American Advertising Federation (AAF) can enhance your expertise. Certifications are not mandatory but may provide a competitive edge.

Pros and cons of being an advertising consultant

Working as an advertising consultant offers some great advantages but also comes with a few potential downsides to consider before pursuing this career path:

Pros

• Opportunity to take on strategic, creative roles across diverse clients and campaigns
• Collaborating with talented professionals at agencies, brands, and media companies
• Financial upside through merit bonuses and commission-based pay
• Varied day-to-day responsibilities and projects
• Exposure to latest innovations shaping the advertising landscape
• Ability to grow your own personal brand and area of expertise
• Potential to advance into leadership/management positions

Cons

• Can be stressful meeting multiple client needs and deadlines
• Very competitive industry and role with irregular work hours/weekends
• Constant need to prove value and ROI to clients/management
• Freelancing requires winning new business and managing finances
• Keeping up with rapidly evolving digital platforms and channels
• Possibility of working on accounts/campaigns that lack meaning

Conclusion

In summary, advertising consultants are experienced marketing strategists who advise brands on developing impactful campaigns and selecting optimal media platforms and placements to engage their target audiences. They manage the creative process, track performance metrics, and continuously enhance results. Key skills include communication, analysis, project management, and creativity. While demanding, a career as an advertising consultant provides strategic challenges, financial upside, creative latitude, and opportunity for leadership roles.