Advertising Producers Association CEO talks ‘aptitude and attitude’ over qualifications

27 November 2018


Steve Davies, CEO of the Advertising Producers Association, shared his thoughts on what it means to have a career in the advertising industry. Speaking to over 100 students at the City of London Academy, Steve’s talk emphasised the range of roles in the advertising and media industry spanning from planners, creatives, IT, finance, legal – stressing that there’s more to advertising than just creative skills.


You don’t necessarily need all the qualifications to pursue a career in advertising, Steve told the students. You just need

‘the aptitude and attitude’.



Steve said that on ‘stumbling’ into advertising after seeing a job advert, he fell in love with the creativity and diverse nature of the role. The industry has changed, Steve reflected, as it was once very hard to get into.


Steve’s main advice to the students was to seek out work experience. Not only will it help you to realise the plethora of jobs available within the media industry, it’s also a great way of finding out what you like and dislike – so it is well worth doing!





Steve shared clips from a selection of the advertising companies whom APA works with, including the likes of Nike’s ‘Nothing Beats a Londoner’ advert which notably resonated with the audience. Steve also spoke about British Arrows Doorway, a programme set up by APA to help demystify the industry and connect with young talent, specifically BAME.


After the talk, students approached Steve to thank him and ask further questions about advertising and what steps they should take for a career in the industry.


On behalf of Speakers for Schools, we thank Steve for his time and we thank City of London Academy (Southwark) for being such welcoming hosts.

If your school is interested in work experience opportunities for your students, check out our S4SNextGen programme.

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