Citation

Exploring Qualifications for Senior-Level Advertising Agency Positions

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Abstract:

Using institutional theory to frame this study explores the qualifications talent and diversity professionals in advertising agencies perceive to be necessary to obtain senior-level positions in the advertising industry. Because African Americans and other minority groups are under-represented in mid and senior-level positions, this study explored particular characteristics desired among them. Using qualitative interviews, leadership experience within advertising agencies was the most important quality because they will be able to demonstrate a track record of success, the ability to thrive in a fast-paced environment, a level of toughness, and ability to generate new business. These characteristics will give credibility to candidates and help them motivate their teams. African Americans are expected to give back and mentor others. Results reinforce the need for strong retention programs to help entry-level candidates obtain mid-level managerial agency positions so they can be promoted into senior-level roles.

Most Common Document Word Stems:

agenc (120), advertis (100), level (77), senior (61), industri (52), manag (49), senior-level (41), execut (35), new (33), american (33), african (32), client (31), retriev (31), 2014 (31), divers (31), posit (31), busi (30), studi (29), interviewe (28), minor (28), experi (27),
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Association:
Name: Association for Education in Journalism and Mass Communication
URL:
http://www.aejmc.org


Citation:
URL: http://citation.allacademic.com/meta/p744440_index.html
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MLA Citation:

Oliver, Sheryl. and Ford, Rochelle. "Exploring Qualifications for Senior-Level Advertising Agency Positions" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Le Centre Sheraton, Montreal, Canada, Aug 06, 2014 <Not Available>. 2014-12-19 <http://citation.allacademic.com/meta/p744440_index.html>

APA Citation:

Oliver, S. and Ford, R. , 2014-08-06 "Exploring Qualifications for Senior-Level Advertising Agency Positions" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Le Centre Sheraton, Montreal, Canada Online <APPLICATION/PDF>. 2014-12-19 from http://citation.allacademic.com/meta/p744440_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Using institutional theory to frame this study explores the qualifications talent and diversity professionals in advertising agencies perceive to be necessary to obtain senior-level positions in the advertising industry. Because African Americans and other minority groups are under-represented in mid and senior-level positions, this study explored particular characteristics desired among them. Using qualitative interviews, leadership experience within advertising agencies was the most important quality because they will be able to demonstrate a track record of success, the ability to thrive in a fast-paced environment, a level of toughness, and ability to generate new business. These characteristics will give credibility to candidates and help them motivate their teams. African Americans are expected to give back and mentor others. Results reinforce the need for strong retention programs to help entry-level candidates obtain mid-level managerial agency positions so they can be promoted into senior-level roles.


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