Occupational Summary
An Advertising and Media Executive apprentice (Level 3) working under job titles such as Advertising and Media Creative Specialist, Advertising and Media Executive or Advertising and Media Executive Media Specialist helps manage the day‑to‑day progress of advertising campaigns from receiving the brief to setting budgets and timescales and measuring campaign effectiveness. They collaborate with clients, suppliers, other agencies and internal teams, maintain relationships, report to Account or Media Managers, and cope with setbacks and changes in direction. Apprentices usually specialise in either the creative process—supporting creative producers, monitoring creative output, producing status reports and linking work to clients’ marketing objectives while tracking trends such as AI, sustainability and diversity—or the media process—working with automated platforms and programmatic buying, analysing media metrics, optimising price, time and placement, and negotiating with media owners.
This Level 3 apprenticeship covers 55 KSBs, typically lasts 18 months and has a maximum funding band of £11,000. End‑point assessment is via a multiple‑choice test, a presentation with questioning and a project report.
View official Skills England source text
This occupation is found in the Advertising and Media industry. People in the industry create messages called campaigns to inform or influence the people who receive them. Advertising and Media Agencies exist in every part of the UK and range in size from two people to thousands, however the majority are small to medium sized businesses. The broad purpose of the occupation is helping the day to day progress of the advertising process, from receiving the brief to setting budget and timescales. Individuals would also measure how effective the advertisement has been. In their daily work, an advertising and media executive will work with many other people for example the client, suppliers, other agencies and the broad team at their agency. It is important they can work well with others and maintain relationships. They help campaigns move forward, coping with set-backs and changes in direction. Usually, they report to an Account or Media Manager. They usually specialise in one of two parts of the advertising process: the first is the process of producing the advertisement also known as the creative process. The second is the process of distributing the advertisement through media. Apprentices must therefore complete the core apprenticeship and one of the two options advertising or media. It is important that whatever part they specialise in they have an understanding of the other option as decisions taken in the creative part of the process have consequences for the distribution to media part, and vice versa. An employee in this occupation will be responsible for creative or media campaigns. An Advertising and Media Executive Creative Specialist will be responsible for: working with creative producers to assist them in their decision making. They monitor the progress of the creative producers and evaluate their output, keeping the team updated for example via status reports. They are aware of how the creative work helps the client’s marketing objectives. They also keep abreast of the latest trends within the industry, for example AI, sustainability and diversity providing examples of best practice to the client and team. An Advertising and Media Executive Media Specialist is responsible for: interacting with and getting the best out of automated platforms and programmatic buying to evaluate and bid for, in real time, thousands of optional spots for example on Facebook or TV. They understand clients’ marketing objectives and assist in planning campaigns by providing the team with up to date media metrics so that the advertisement is the best price at right time and place to reach the chosen target. They are aware of the performance and trends of different media options. They help build and maintain long term relationships with media owners and use this to help negotiate rates.
What's in the Delivery Pack?
Every section is tailored specifically to the ST0644 standard, using official KSB data, the published assessment plan, and sector-specific context.
KSB Interpretations
Plain-English interpretation of every Knowledge, Skill and Behaviour
EPA Preparation
End-point assessment readiness, gateway checklist and method guidance
Delivery Risks
Occupation-specific risks, mitigations and early warning signs
Delivery Model Options
Model-selection guide comparing day release, block release and front-loaded approaches
On/Off-the-Job Mapping
Which KSBs are best taught by the provider vs developed in the workplace
Initial Assessment & RPL
Starting points, prior learning recognition and programme adaptation
English, Maths & Digital
Where functional skills embed naturally and standalone qualification guidance
Employer Engagement Guide
Employer commitments, progress reviews and workplace engagement guidance
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Qualifications & Recognition
Mandated Qualifications
IPA Foundation Certificate (Level 3)
English & Maths
English and maths qualifications must be completed in line with the apprenticeship funding rules .
Typical Job Titles
Knowledge, Skills & Behaviours
Knowledge
28- K1: The role creative and media plays for clients and the links to commercial objectives
- K2: Project management techniques
- K3: The systems and digital technologies that are used in agencies for example Teams, Sage, scheduling tools and Excel
- K4: Methods and approaches for reporting and documentation
- K5: The lifecycle of an advertising campaign
- + 23 more items
Skills
21- S1: Identify the ways in which creative and media can help organisations to achieve corporate objectives
- S2: Objectively structure problems and approaches to solving them
- S3: Manage projects using project management techniques in order to ensure campaigns are on track maintaining relationships
- S4: Use industry recognised systems and technologies that are used in agencies to plan, budget and bill
- S5: Produce communications for example on PowerPoint, emails, minutes and reports using industry terminology and professiona...
- + 16 more items
Behaviours
6- B1: Shows attention to detail
- B2: Embraces problems as challenges to be solved
- B3: Engage with different stakeholders professionally demonstrating the values of the organisation
- B4: Exhibits curiosity about the industry, demonstrating a positive approach to learning
- B5: Shows resilience keeps going through difficult situations
- + 1 more items
Duties (24)
Work as part of a team to receive briefs from the client and help coordinate responses from the agency to feedback to them
Assist the account or media manager in monitoring campaign costs and budget plans and prepares budgetary information
Arrange and attend meetings, conferences, seminars, client presentations as required, keeping and disseminating relevant notes
Support the day to day running of accounts and the management of communication plans. Monitoring progress and ensuring others involved in the process are on track, for example colleagues, third parties or other agencies
Check projects to ensure the legal, ethical and regulatory issues for advertising and media have been adhered to
Co-ordinate internal client account status meetings and maintain accurate and timely status reports
Recognise, listen to and influence people in high pressure situations. Work with the team to calm situations and keep campaigns on track, maintaining collaborative and working relationships.
Maintain information systems to collate data to ensure the project is delivering what is required and to maintain evidence and a record of this
Follow up third party suppliers, clients and team members for example for approvals, quotes and actions
Suggest trade offs between quality, cost and timescale, prioritising successfully, to help get the best possible outcome in a given set of circumstances
Ensure the correct signs offs for example for proofs, media plans are obtained at relevant stages in the project
Carry out relevant market research such as Mintel, Mediatel, Target Group Index (TGI) and digital data to help identify target audience.
Recognising the consumer journey, advise team on competitor activity, and ensure project reaches key consumer audiences.
Research the client’s business, its industry and challenges to assist senior colleagues in delivering campaigns with a full range of agency services including digital services or selling other agency services.
Follow organisational policies and procedures for example equity, diversity and inclusion and environmental sustainability.
Following organisational policies and procedures on the use of digital tools for example zoom and generative artificial intelligence.
Support creative producers with decision making.
Provide briefing regarding competitive brands to assist senior colleagues in developing brand strategy
Review clients’ business goals and implement these in the agency's response to meet clients’ needs.
Build and maintain working relationships with stakeholders and use this to influence the client's decision making.
Keep up to date with the principles of a range of social media channels and regulations, including how to buy with automated platforms.
Understand the client's business objectives and help link to the most appropriate media for the advertising
Assist in planning campaigns by providing the team with up to date media metrics
Build and maintain relationships with media owners and use this to negotiate short and long term rates to benefit the client.
End-Point Assessment
Assessment Plan
Type: HTML
Version & Source
- Version
- 1.1
- Occupational standard, end-point assessment plan and funding band revised.
- Last changed
- 16 Jul 2025
- Earliest start
- 20 May 2025
- Approved for delivery
- 8 Nov 2018
- EQA Provider
- Ofqual
- Sector Subject Area
- 9.3 Media and communication
- Trailblazer
- TB0078
- Last checked
- 11 Mar 2026
Frequently Asked Questions
What knowledge, skills and behaviours are in the ST0644 standard?▼
The Advertising and media executive apprenticeship has 28 knowledge items, 21 skills, and 6 behaviours that apprentices must demonstrate.
How long is the Advertising and media executive apprenticeship?▼
The typical duration is 18 months, with a maximum funding band of £11,000.
What does a delivery guide for ST0644 include?▼
The KSB Planner delivery guide includes plain-English KSB interpretations, EPA preparation guidance, delivery risk analysis, on/off-the-job mapping, employer engagement strategies, and more — all tailored to ST0644.
Data sourced from Skills England. KSB Planner delivery guides are an interpretation and planning aid based on official published source material — not an official regulator-issued document.