Question:
I am trying to apply for one position (Media Analyst or Media Negotiator) in an advertising company. My experience is for both but not in an advertising agency. Which one has a better career path for moving up in the advertising industry - e.g. meet more contacts, learn more advertising tips/tricks - I plan on ultimately doing creative stuff in advertising in the long run.

Answer:
The media negotiator job involves making a lot of contacts in the field, that is the most interesting aspect about it. If you are an outgoing person who has not trouble getting to know people and you have a very strong sense of negotiations, then this might be the job for you. It however has a limited career path since this is only a part of the media buying mix. As a negotiator, you do get exposed to the different media tricks, but to a limited scale since it revolves around getting the best rates. Expect a lot of unwanted phone calls from the different media suppliers nagging about why you are not advertising with them etc so this can be a bit annoying.

As an analyst, it is the first step towards becoming a media planner. It is a more sophisticated job that requires a well rounded experience with the different media research tools, numbers, excel etc. It will also involve monitoring competition and accuratly reporting their actions to your clients. This is a demanding job that requires consistency, alertness and affinity with numbers and presentations.

To conclude, I would advice you to go for an analyst. It is more sophisticated, pay should be better on the long run, more in-depth understanding of the advertising industry. Both jobs however are limited in terms of creativity, they are about numbers.

Good Luck

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