Advertising

What does an advertising professional do? – Tasks and work environment

An advertising professional works with planning, designing, and implementing marketing campaigns for companies, organizations, or products. Tasks often include analyzing target audiences, developing creative concepts, coordinating the production of advertising and marketing materials, and following up on campaign results. Collaboration with graphic designers, copywriters, media salespeople, and clients is common to ensure the message is clear and reaches the right audience. The work environment is usually office-based and can be characterized by a fast pace, deadlines, and demands for creativity. Many advertising professionals work at advertising agencies, marketing departments, or as consultants, and project-based work is common in the industry.

Salary development over time

The advertising profession has experienced steady salary increases over the past three years. In 2022, the average salary was 50,400 SEK per month, increasing to 51 600 SEK in 2023. The latest recorded year, 2024, the average salary has risen further to 54 500 SEK per month. This corresponds to a total increase of approximately 8.1% over the period. The salary growth has been driven by increased demand for qualified marketing skills, digitalization, and the need for strategic communication in more and more industries. The market is characterized by some competition for the most experienced and creative profiles, which helps push salaries upward, especially in the private sector and metropolitan regions.

Advertising professional salary – comprehensive overview

• Average salary: 54 500 SEK/month
• Lowest salary: 48,700 SEK/month (female, public sector, post-secondary education shorter than 3 years)
• Highest salary: 78,400 SEK/month (male, private employment, research education)
• Hourly wage (average): 328 SEK
• Average salary for women: 51 800 SEK/month (88% of men's salary)
• Average salary for men: 58 500 SEK/month
• Regional differences: Salary levels are generally higher in big cities and within the private sector.

Education and qualifications

To work as an advertising professional, a post-secondary education in marketing, communication, or media is usually required. Many hold a bachelor's degree from university or college, but shorter vocational programs and opportunities to build on with courses and certifications also exist. Practical experience and creative ability are highly valued in the industry, and internships or trainee programs can be an important pathway into the profession.

• Bachelor's degree in marketing/communication (3 years)
• Vocational training in media/advertising (1–2 years)
• Internships or trainee programs at agencies or marketing departments
• Courses in digital marketing, copywriting, or graphic design
• Knowledge of project management and creative work is an advantage

Common benefits and compensations

The profession often offers perks such as wellness allowances, flexible working hours, remote work options, and access to creative environments and inspiring workplaces. Bonus and commission systems are common, especially at agencies and within the private sector. Continuing education through internal training, conferences, and industry meetings is also typical.

Competition and challenges

Competition in the advertising industry is intense, both for the most attractive assignments and for recruiting creative talents. Technological development and digitalization impose high demands for continuous skills development. Rapid changes in the media landscape require flexibility and the ability to quickly adapt strategies. Many leave the profession after a few years, often due to high pace and pressure deadlines. At the same time, there is a paradoxical recruitment situation where demand is high but it is still difficult to find the right skills, according to the Swedish Public Employment Service's forecasts.

Tips for those who want to become an advertising professional

To succeed as an advertising professional, it is good to be curious and have a strong interest in communication and societal trends. Creativity is a crucial trait, and it pays off to constantly challenge oneself with new ideas and concepts. Being organized helps with project management and scheduling, which is important for delivering campaigns on time. Social skills and the ability to collaborate make it easier to network and work effectively in teams. Building a portfolio of personal projects and actively seeking internships or trainee programs can help get a foot in the industry. Analytical skills are important to understand target audiences and measure campaign results. Finally, digital competence and an interest in new media channels are valuable as the industry evolves rapidly.

Key facts about advertising professionals

• Average salary: 54 500 SEK/month
• Salary range: 48,700–78,400 SEK/month
• Education requirements: Post-secondary education (often a bachelor's degree)
• Work environment: Office-based, project- and team-oriented
• Demand: Excellent opportunities for employment nationwide

Career paths and future prospects

After three to five years in the profession, there are good opportunities to advance to roles such as project manager, client manager, strategist, or creative director. Many also choose to specialize in digital marketing, analysis, or branding. According to the Swedish Public Employment Service's forecast, the job prospects for advertising professionals are very good, and demand is expected to remain unchanged over the next five years. At the same time, there is a shortage of experienced specialists in certain areas, creating competition for the most attractive positions. There are approximately 550 job openings for marketing analysts and marketers in the Swedish labor market.

Frequently asked questions about advertising professionals

• What is the average salary of an advertising professional?
  - The average salary is 54 500 SEK per month.
• How do salary differences between men and women look?
  - Men earn an average of 58 500 SEK, women 51 800 SEK (88% of men's salary).
• What education is required to become an advertising professional?
  - Usually, post-secondary education in marketing, communication, or media is required.
• Are there regional salary differences?
  - Yes, salaries are generally higher in metropolitan regions and within the private sector.
• What is the job market like for advertising professionals?
  - Opportunities are plentiful, and demand is expected to remain unchanged over the next five years.
• What are the highest and lowest salaries for an advertising professional?
  - The highest salary is 78,400 SEK/month, and the lowest is 48,700 SEK/month.
• What personal qualities are important in this profession?
  - Creativity, curiosity, analytical skills, and good collaboration are central qualities.