Level: 4
Standard code: ST0311
Standard version: 1.1
Typical duration to gateway (excluding EPA period): 14 months.
Maximum funding: £11,000.
The apprenticeship standard includes two options:
> Advertising and Media Executive Creative Specialist
> Advertising and Media Executive Media Specialist
Apprenticeship Overview
This role, found in the UK Advertising and Media industry, involves creating and managing campaigns to inform or influence audiences. Typically working in small to medium-sized agencies, employees collaborate with internal and external teams to oversee the advertising process from receiving briefs to measuring outcomes. Specialists focus on either the creative production of advertisements or their media distribution, ensuring an understanding of both areas to balance decisions effectively. Creative specialists support producers with insights, monitor progress, and align outputs with marketing objectives, while media specialists manage automated platforms, analyse media performance, and maintain relationships with media owners to strategically plan and negotiate campaigns. Both roles require adaptability, collaboration, and an understanding of industry trends.
In addition to the employer’s confirmation that the apprentice is working at or above the level in the occupational standard, the apprentice must have completed the following gateway requirements prior to beginning end-point assessment (EPA).
For those with an education, health and care plan or a legacy statement, the apprenticeship’s English and Mathematics minimum requirement is Entry Level 3. British Sign Language (BSL) qualifications are an alternative to English qualifications for those who have BSL as their primary language.
The apprentice must evidence that they have achieved the IPA Foundation Certification prior to entering gateway.
Confirmation that the project choice has been agreed and is a significant and defined piece of work that has real business application and benefit, and is relevant to the apprentice’s occupation and apprenticeship.
A selection of the best pieces of evidence gathered by an apprentice during their apprenticeship. The evidence should demonstrate how an apprentice has carried out specific work tasks mapped to the assessment criteria and knowledge, skills and behaviours listed in the assessment plan for AM2.
Advertising and Media Executive EPA
The EPA consists of the following assessment methods:
A work-based project based on the delivery of a specific advertising and media project drawn from the employer’s current workload. A presentation based on the project is submitted by the end of day 20 of the EPA period.
A presentation with questioning session will follow with an independent assessor; the presentation will take 30 minutes and will be followed by 30 minutes of questioning.
A 60-minute session where the apprentice is observed by the assessor interacting with a variety of people to demonstrate the required knowledge, skills and behaviours mapped to this assessment method.
A 60-minute two-way discussion underpinned by the portfolio, which involves both the independent assessor and the apprentice actively listening and participating in a formal conversation.
Grading
Apprentices must pass both assessment methods (1 & 2) to successfully complete their apprenticeship. Grades awarded are fail, pass, or distinction. Apprentices will receive their grade ten working days after completing their final assessment method.
Links
Link to Apprenticeship Standard
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