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Advertising Specialist

Ngaio Pānui Toko

Alternative titles for this job

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


Advertising specialists usually earn

$48K-$150K per year

Source: The Creative Store, 2021.

Job opportunities

Chances of getting a job as an advertising specialist are average due to high competition for vacancies.


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

  • Account executives usually earn between $48,000 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.

(This information is a guide only. Find out more about the sources of our pay information)

What you will do

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.

Skills and knowledge

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.

Working conditions

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.

Entry requirements

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.

Secondary education

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.

Personal requirements

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.

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.

Find out more about training

Commercial Communications Council
(09) 303 0435 - -
New Zealand Marketing Association
(09) 361 7760 - -
Check out related courses

What are the chances of getting a job?

High competition for advertising specialist roles 

There is high competition for advertising specialist jobs due to limited vacancies and a moderate staff turnover rate. Advertising specialists usually start in entry level-roles and work their way up.

According to the Census, 1,665 advertising specialists worked in New Zealand in 2018.

Finding advertising specialist work

You can approach agencies directly to enquire about available work. If you are a graduate, you can increase your chances of securing advertising specialist work by doing internships or relevant voluntary work. 

Commercial Communications Council graduate programme

The Commercial Communications Council runs an annual graduate programme that employs recent graduates wanting to enter the advertising industry. The types of roles available cover the different areas of advertising.

Most advertising specialists work for agencies

Most advertising specialists work for advertising agencies. Agencies range from small businesses to large companies that may employ more than 200 people. Advertising specialists can also work for media companies.


  • Commerical Communications Council website, accessed February 2021, (
  • Smith, M, industry development director, Commercial Communications Council, interview, February 2021.
  • Stats NZ, '2018 Census Data', 2019.

(This information is a guide only. Find out more about the sources of our job opportunities information)

Progression and specialisations

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.
Two advertising specialists look at work on a computer

Advertising specialists develop creative concepts to fit a client's brief

Last updated 27 March 2024