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AIM Assessment
End-point assessments for the creative and cultural industries

Advertising Creative EPA

The Advertising Creative EPA is the end-point assessment for this Level 6 standard.

This occupation is found in advertising, marketing and branding agencies, across a range of sectors being employed either in house or in commercial agencies. They can work for agencies and social media owners. Agencies can support multinational corporations through to small & medium sized enterprises.

The role of an Advertising Creative is to develop strategic campaigns, or one-off pieces of communication, that meet a client brief. They will need to influence stakeholders, working with many interconnecting sectors, partners and influencers. They require a good knowledge of regulated industries and legislative requirements to interpret the purpose of the brief and create an impactful campaign on behalf of the customer. Advertising Creatives lead projects from concept and ideas to completion, applying continuous improvement from internal and external feedback to ensure a successful outcome. They must understand the perspectives and approach of each brief and/or campaign. 

In their daily work an employee of this occupation interacts with many other departments inside their agency – if they work for an agency. This will include creative services, strategy and client services. They are expected to present ideas to senior staff in their organisation, including the executive creative director, the client service director and the planning director. They may have contact with the client, either working directly with the client to drive improvements to the brief at the research stage and or presenting and pitching ideas. They could either work independently or as part of a team of creatives to generate ideas. In the production phase the creative may also initially be working with other artisans to achieve the communication of their idea. 

Gateway requirements

  • Level 2 English and maths
  • A project scoping document
  • A portfolio of work-based evidence, used to support the professional discussion 

Assessment Methods

  • Professional discussion: A 90-minute discussion with an assessor, supported by a portfolio of evidence.
  • Project with presentation and questioning: The project involves the apprentice submitting a significant piece of work that shows how they react to a creative brief, interpret information and present their findings. This is followed by a presentation delivered by the apprentice, and then questions from an assessor.

Indicative duration of assessment

The EPA will typically be completed within a period of up to four months once the Gateway requirements have been met.

More Information

Find out more on the Institute for Apprenticeships & Technical Education website.

We are members of the Association of Apprentices which unlocks access to a host of free resources and peer support aimed at helping apprentices maximise their apprenticeship.

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