Marketing Assistants are involved in the development and implementation of marketing projects and schemes related to film releases. They report to the Head of Marketing, or to the Marketing and Publicity Manager, and assist in creating and planning various ongoing marketing campaigns. Marketing Assistants often coordinate market research projects, and utilise the data obtained to help determine current marketing effectiveness, and to assist in formulating future marketing schemes.
Working across all media platforms, this is a fast paced position involving constant changes, and high profile products, with high-risk stakes. Marketing Assistants need to understand the major demands and requirements of Distributors, as well as the priorities of the marketing team. Equally important is the ability to maintain an overview of films' marketing campaigns, while simultaneously micro-managing, and problem-solving small crises.
Implementation is one of the Marketing Assistants' chief duties. Because of the nature of the film industry, the boundaries, roles and duties of Marketing Assistants constantly shift, and can seemingly blur. These duties range from overseeing film test screenings to organising dry cleaning for cast photo shoots. In depth knowledge of each film being marketed by the team is extremely important. Well-prepared Marketing Assistants know all the details of the plots, the production notes, the cast and crew. An overall awareness of current developments and trends in the film industry is crucial.
Marketing Assistants must be aware of all aspects of film campaigns, in order to support the Marketing team and other colleagues. Organisational and planning skills, combined with creativity and adaptability, are crucial. As campaigns may change at short notice, Marketing Assistants should be able to respond quickly and efficiently to changing needs. They must be aware of the responsibilities of other members of the team, in order to contribute to the continuity of the campaign, and to the achievement of its goals.
Most Marketing Assistants have higher-level qualifications in Marketing, PR, Business or subjects related to business. Entry-level job experience in a marketing department is beneficial. Prior experience in assisting in managing some other intellectual properties, such as DVDs or games, is equally useful. Writing skills, computer literacy, and a broad knowledge of film, are also required.
Individual course accreditation in certain subject areas is currently being piloted. As part of Creative Skillset's and the UK Film Council's Film Skills Strategy, A Bigger Future, a network of Screen Academies and a Film Business Academy have been approved as centres of excellence in education and training for film.
Where to go for more information
Creative Skillset is the Sector Skills Council for the Audio Visual Industries. The first sources of information for all jobs in the industry are the National Occupational Standards. Browse Creative Skillset's website for links to our network of training partners, information about training and access to the comprehensive Creative Skillset/BFI course database. Finally, Creative Skillset Careers is UK's only specialist media careers advice service; for detailed media careers information and advice, visit http://www.creativeskillset.org/careers/.