Isobel Thorley is a Data Planning Apprentice at VCCP, a global integrated communications company with offices around the world. Isobel started her Data Technician Apprenticeship with Multiverse in September 2022 and finished in December 2023. Isobel is based in VCCP's Stoke-on-Trent office.
What are the responsibilities of your role and what does a typical day look like for you?
I started at VCCP as an account handling apprentice, this involved the day to day running of an account - which consisted of planning meetings, being a point of contact for the client, attending creative reviews and more. Then at the end of last year, I switched roles to a Data planning apprentice which includes handling and analysing data for a variety of clients, such as planning and moderating research groups where we will look into participants' opinions on a new product for a brand or a creative idea for a campaign. Another example of work is creating an audience lens where we will use survey data from different tools to build an audience for a client e.g., we could build an audience about people who have pets and look into their hobbies and demographic (gender, age etc).
A typical day starts with a briefing where we will discuss the work, the objective and information such as timing plans, the deliverables and the aims of what the work will achieve. Then it will be up to me to take the information away and work on the project whilst checking in with the team to ensure everything is running smoothly.
What has surprised you the most about the apprenticeship and the industry?
Since I have never worked in the creative industry, and don’t have any connections to the industry, I found that the work culture was a nice surprise. Everyone works collaboratively and VCCP is great at ensuring employees work with a range of people from different roles, as well as having a great work life balance. There are also a lot of opportunities within the agency for developing your career and learning new skills.
Do you have any highlights or a memorable moment from your apprenticeship?
I think the most memorable moment was attending my first shoot for a TV campaign. This was because it gave me a chance to experience what it's like being on set, seeing the behind the scenes of a campaign, learning about people's roles and responsibilities on set as well as generally seeing the work come to life.
What’s been the biggest learning curve?
I think my biggest learning curve was understanding what it was that I wanted to do with my career. I began as an account management apprentice but through that role I got to work with lots of different people from across the agency and found that I had an interest in data.
Why did you decide to take the apprenticeship route into the industry?
I started at university as it's the ‘traditional’ next step into building a career but realised that it wasn’t providing me with the knowledge and experience that I wanted so thought an apprenticeship would be the best option. I mainly chose an apprenticeship as it meant that I got to learn and develop in a real work setting and learn from people who have been in the industry for years as well as being able to get stuck in with different projects.
What advice would you give to those considering an apprenticeship?
- Don’t feel that by having an apprenticeship rather than a degree you won’t be able to further your career. You will have the experience which is worth just as much as a degree as well as valuable skills and connections to expand your future opportunities.
- By completing an apprenticeship you have the opportunity to speak to people from all backgrounds and roles within that industry. Make sure you use this to your advantage! Ask as many questions as you can and learn about people's roles and responsibilities as it could help you make up your mind with what you want to do, as well as figuring out how to further your career by hearing other people’s experiences.
VCCP are a global integrated communications company. With offices in London, Madrid, New York, Prague, San Francisco, Singapore, Shanghai, and Stoke. VCCP produces award-winning work for clients including Virgin Media O2, easyJet, Canon, Sage, Cadbury, T-Mobile for Business, Google and White Claw. Find out more.
VCCP Stoke's goal is to inspire, identify and unlock the creative talent in Stoke, the birthplace of the creative industry more than 250 years ago, enabling young people to pursue successful careers in the creative sector without needing to relocate to London. Find out more.
You can find out more about apprenticeship routes into the advertising and marketing sector via the Institute for Practitioner's in Advertising (IPA) website and careers hub.
The Institute of Practitioners in Advertising (IPA), incorporated by a Royal Charter, is the trade body and professional institute for agencies and individuals working in the UK's advertising, media and marketing communications industry. Find out more.