Advertising Specialist Ngaio Pānui Toko

Advertising specialists create, co-ordinate, plan and implement advertising campaigns to sell products or services for clients.

Advertising specialists may do some or all of the following:

  • liaise between the client and the advertising agency
  • brief the creative team (who create the visual concepts) on advertising campaigns
  • develop creative concepts that fit the client's brief
  • present campaign ideas back to the client
  • develop media plans for campaigns
  • prepare media budgets
  • reserve and book media spaces for advertising
  • co-ordinate the day-to-day campaign work
  • ensure work is delivered on time and on budget
  • monitor media and campaign progress and report back to the client.

Useful Experience

Useful experience for advertising specialists includes:

  • work in radio, television or news
  • work as a graphic designer
  • business management
  • sales and marketing
  • public relations.

Personal Qualities

Advertising specialists need to be:

  • creative
  • excellent communicators
  • observant, with an eye for detail
  • good listeners and negotiators
  • analytical
  • highly organised with strong time management and planning skills.


Advertising specialists need to have knowledge of:

  • digital and non-digital media platforms
  • digital marketing tools
  • developing creative ideas that appeal to a specific audience
  • planning and implementing campaigns and strategies
  • budgeting.


Advertising specialists:

  • usually work regular business hours, but may also work evenings and weekends
  • usually work in offices
  • may travel locally and nationally to attend photo and video shoots, or to visit clients.

Subject Recommendations

No specific secondary education is required for this job, but NCEA Level 3 English, media studies, business studies, and design and visual communication are useful.

Advertising Specialists can earn around $47K-$150K per year.

Pay for advertising specialists varies depending on the type of work they do.

  • Account executives usually earn between $47,000 and $55,000
  • Account managers usually earn between $55,000 and $100,000 a year.
  • Media buyers usually earn between $50,000 and $120,000.
  • Media planners usually earn between $65,000 and $100,000.
  • Advertising art directors can earn between $65,000 and $150,000.

Sources: The Creative Store, 'New Zealand Salary Survey 2021', 2021.

Advertising specialists may progress into managerial roles or related positions in marketing, communications or sales.

They may also become copywriters or artistic directors.

Advertising specialists may specialise in a number of roles including:

Advertising art director
Advertising art directors give direction for all visual aspects of an advertising campaign.
Account management
Account managers are the client's representative within the advertising agency and the agency's representative for the client.
Media planning or buying
Media planners and buyers negotiate deals with television, radio, print, or digital for efficient delivery of advertising messages.
Producers coordinate and oversee the production of TV, radio, print and digital campaigns.

Years Of Training

There are no specific requirements to become an advertising specialist. However, many employers prefer to hire advertising specialists who have a degree or diploma in areas such as advertising, marketing, sales, communications, graphic design or media studies.

Advertising Specialist