Creative Skills Explorer
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Advertising and Marketing

120 skills listed in the PEC Skills Audit

All (120)Technical (33)Digital (34)Transversal (19)Business-critical (34)

Technical

33
Graphic designDesignCreative and designCopywritingContent creationVideo productionMedia relationsCampaign strategySales and marketingMarket researchAudience psychologyStorytellingDesigning compelling visuals or messagesPrint and mailout processAnimationVirtual reality / augmented reality developmentEnvironmental awarenessSustainability issuesSustainability regulationsSustainability technologiesEnvironmental, social and governance reportingB Corp certification knowledgeAd Net Zero certification knowledgeReducing paper usageMinimising printingWorking with digital copyMinimising wastage from eventsRecyclingReducing chemicals in production processesGreen transport optionsEnergy use of technologyClean fuelsEnergy transition

Digital

34
Digital skillsDigital marketingSocial mediaSEOGEO / GenAI engine optimisationWeb developmentGraphic design / design engineeringMultimedia productionData analysisData analysis / analytics / data scienceData scienceData literacyMarket insightContent platformsSocial media platformsTracking technologiesManagement information systemsSpecialist software / hardware / systemsMicrosoft OfficeAdobe InDesignAnimation softwareDigital printingProgrammingSoftware developmentApp developmentBuilding and maintaining IT systems and networksAIGenAIWorking with AI technologies safely, ethically and effectivelyDeveloping technology, including creative and design, management information systems and AIAI agentsHacker awareness skillsCloud computingAI and machine learning

Transversal

19
Working with othersTeam workingPlanning and organisingCommunicationVerbal communicationSpeakingAdaptabilityWritingProblem-solving and decision-makingCritical thinkingListeningLearning and investigatingCreatingCreative ideationCreativityPeople skillsNumeracyReadingDigital literacy

Business-critical

34
Client managementClient negotiationClient serviceNurturing client relationshipsStakeholder managementProject managementPeople managementManagement and leadershipLeadershipBusiness developmentSales accounts and business developmentBrand strategyBrand managementCampaign planningMedia planningMedia buyingPay-per-click / PPCSearch engine optimisation / SEOProgrammatic advertisingCustomer relationship management / CRMMarketing technologyAccountingFinance skillsIndustry knowledgeIndustry insightClient market knowledgeKnowledge of different client marketsKnowledge of the advertising industryKnowledge of the media industryKnowledge of green technology and sustainability sectorsConsultancy capacitySelling to AI agentsTalent managementHR