What is an Adman?

An adman, short for advertising man, is a person who creates advertisements. These advertisements, or ads, are marketing messages used to promote or sell a product, service, or idea. Admen typically work at advertising agencies or within a company‘s advertising department.

The primary goal of an adman is to capture people’s attention and generate interest in what they are advertising. They aim to persuade people to buy the product, use the service, or agree with the promoted idea. To achieve this, admen develop creative and compelling ad campaigns that effectively reach and engage their target audience.

What does an adman do?

An adman has several key responsibilities in the process of creating an advertisement:

Developing creative concepts

First and foremost, an adman must develop a unique and captivating idea for the ad. They must consider what will effectively capture people’s attention and interest. Will it be a humorous ad, a thought-provoking ad, or an ad that tells a story? The adman must determine the most appropriate approach for the advertised product, service, or idea.

Conducting market research

To create effective advertising, an advertiser must deeply understand their target audience. They need to know what appeals to these people, what motivates them, and what captures their attention. Admen conduct extensive market research to gather these insights, enabling them to craft ad campaigns that resonate with their intended audience.

Copywriting and art direction

Once an adman has developed a solid concept, they create the advertisement. The adman will write the copy or text for print ads and collaborate with an art director or graphic designer to determine the visual layout. The adman will write a script and work closely with a video production team if it’s a TV commercial.

An adman must carefully consider all elements of the ad, ensuring they work together harmoniously to deliver a compelling message. The copywriting should be clear, concise, and persuasive, while the visuals should be eye-catching, relevant, and reinforce the ad’s message. The overall ad should effectively communicate the key benefits of the product or service and motivate the target audience to take action.

Client presentations

When the ad campaign is ready, the ad manager presents it to the client, the company, or the individual commissioning the advertising. The adman explains the rationale behind the ad, outlining how it aligns with the client’s marketing objectives and target audience.

If the client approves the ad, it moves to production and implementation. If not, the adman must make revisions based on the client’s feedback until they are satisfied with the final product.

Where can you see the work of admen?

The work of admen is pervasive in our daily lives. Whenever you encounter an advertisement, chances are it was created by an adman or a team of advertising professionals. Some common examples include:

Print advertising

Print ads appear in newspapers, magazines, brochures, flyers, and billboards. Admen are responsible for crafting the copy, selecting the visuals for these ads, and determining the layout and placement of the various elements on the page.

TV and radio commercials

Admen create the advertisements you see on television and hear on the radio. They write the scripts for these commercials, specifying the dialogue, actions, and overall storyline. They also select the accompanying music, sound effects, and visuals to enhance the ad’s impact.

Digital advertising

In the digital age, admen also create advertisements for various online platforms. These include website ads, social media networks, and before or during online videos. As with print ads, admen are responsible for writing the copy and selecting the visuals for digital ads. However, they must also consider how users interact with the ads on different devices and platforms.

Non-traditional advertising

Admen also create advertisements that go beyond traditional media. These might include ads displayed on the side of a bus, on park benches, or even sent directly to your mailbox. Essentially, if it’s a marketing message, an adman was likely involved in its creation.

What skills does an adman need?

Being a successful adman requires a unique combination of skills. A talented adman is both highly creative and strategic in their approach. Some essential skills for an adman include:

Copywriting prowess

Admin must possess excellent writing skills. They must craft compelling, clear, concise copy that effectively communicates the ad’s message. They must also be versatile writers, capable of adapting their style to suit different types of ads and target audiences.

Creative thinking

Creativity is a cornerstone of advertising. Admen must consistently generate fresh, innovative ideas that break through the clutter and capture people’s attention. They need to think outside the box and approach each ad campaign with a unique perspective.

Effective communication

Admen must be skilled communicators who can articulate their ideas clearly and persuasively. They often present their ad campaigns to clients and colleagues, so they must be able to explain the rationale behind their creative decisions and how they align with the marketing objectives.

Research and analytical abilities

To create effective advertising, admen must deeply understand the product or service they are promoting and the target audience they are trying to reach. This requires strong research skills and the ability to analyze and interpret data to inform their creative decisions.

Collaboration and teamwork

Advertising is rarely a solo endeavor. Admen often work as part of a larger team, collaborating with other advertising professionals, such as art directors, graphic designers, and account managers. They must work effectively with others, listen to diverse perspectives, and incorporate feedback to create the best possible ad campaign.

How can you become an adman?

There are several paths one can take to become an adman. Some of the most common routes include:

Pursuing relevant education

Many admen hold a college degree in a field related to advertising, such as marketing, communications, graphic design, or a specific advertising program. These programs provide students with the foundational knowledge and skills needed to succeed in the advertising industry and opportunities to build a portfolio of work.

Transitioning from a related field

Some individuals enter advertising after gaining experience in a related industry, such as graphic design, copywriting, or marketing. They leverage the skills and knowledge gained in these roles to transition into a career in advertising.

Learning through hands-on experience

A formal education can benefit some admen entering the field without a specific advertising degree. They may start in an entry-level position at an advertising agency, such as an account coordinator or junior copywriter, and learn the ropes through on-the-job training and mentorship from experienced advertising professionals.