Role overview
Advertising Managers (OSCA 112131) are senior professionals who plan, organise, direct, control and coordinate advertising activities within Australian organisations. They hold leadership positions responsible for developing and implementing advertising strategies that promote products, services, or brands to target audiences. These managers typically oversee teams of advertising specialists and work across various media channels including digital, print, television, and outdoor advertising.
In the Australian context, Advertising Managers operate in both agency settings and within organisations that maintain in-house advertising capabilities. They bridge creative development with business objectives, ensuring advertising campaigns align with organisational goals and brand positioning. The occupation requires strong strategic thinking, team leadership, and budget management skills to effectively coordinate advertising efforts in competitive Australian markets.
Key tasks in practice
Advertising Managers perform diverse responsibilities that encompass both strategic planning and operational management:
- Leading and managing teams of advertising specialists, providing direction and performance feedback
- Determining the appropriate nature of advertising required and establishing the creative style and presentation approach
- Selecting and managing the resources needed to complete advertising projects, including budget allocation and timeline management
- Allocating specific assignments to team members and appraising work for publication or campaign deployment
- Conducting ongoing reviews of advertising staff performance, resource allocation, and content effectiveness
- Selecting and liaising with external advertising agencies when additional expertise or capacity is required
Skill level explanation
Advertising Manager is classified at Skill Level 1 in the Australian Skills Classification, indicating it is a managerial occupation. This skill level typically requires a bachelor degree or higher qualification in fields such as marketing, communications, business, or advertising. Many positions also require several years of relevant experience in advertising or marketing roles.
In practice, Australian employers may consider at least 5 years of relevant experience as substituting for formal qualifications in some cases. The role demands high-level strategic thinking, leadership capabilities, and sophisticated communication skills. Skill Level 1 occupations generally involve coordinating complex functions and making significant decisions that affect organisational outcomes.
Industry context
Advertising Managers work across multiple industries in Australia, with the ANZSIC classification identifying several relevant sectors. Primary industries include advertising services (ANZSIC 6940), other business services (7299), advertising services not elsewhere classified (9559), and business and professional association services (9602).
Employment settings vary from dedicated advertising agencies to in-house positions within larger corporations, government departments, and non-profit organisations. The role exists in both the private and public sectors, with concentration in major metropolitan areas where advertising and marketing activities are most prevalent. Australian Advertising Managers must navigate local market dynamics, media landscapes, and regulatory frameworks specific to advertising in Australia.