Advertising creative

This document explains the requirements for end-point assessment (EPA) for the advertising creative apprenticeship. End-point assessment organisations (EPAOs) must follow this when designing and delivering the EPA.

Advertising creative apprentices, their employers and training providers should read this document.

A full-time advertising creative apprentice typically spends 24 months on-programme (this means in training before the gateway). The apprentice must spend at least 12 months on-programme and complete the required amount of off-the-job training in line with the apprenticeship funding rules.

The apprentice must complete their training and meet the gateway requirements before starting their EPA. The EPA will assess occupational competence.

An approved EPAO must conduct the EPA for this apprenticeship. Employers must select an approved EPAO from the register of end-point assessment organisations (RoEPAO).

This EPA has 2 assessment methods.

The grades available for each assessment method are below.

Assessment method 1 - professional discussion underpinned by a portfolio of evidence :

• fail

• pass

• distinction

Assessment method 2 - project with presentation and questioning :

• fail

• pass

• distinction

The result from each assessment method is combined to decide the overall apprenticeship grade. The following grades are available for the apprenticeship:

• fail

• pass

• merit

• distinction

The EPA is taken in the EPA period. The EPA period starts when the EPAO confirms the gateway requirements have been met and is typically 4 months.

The EPAO should confirm the gateway requirements have been met and the EPA should start as quickly as possible.

The apprentice’s employer must be content that the apprentice has attained sufficient KSBs to complete the apprenticeship. The employer may take advice from the apprentice's training provider, but the employer must make the decision. The apprentice will then enter the gateway.

The apprentice must meet the gateway requirements before starting their EPA.

They must:

• confirm they are ready to take the EPA
• have achieved English and mathematics qualifications in line with the apprenticeship funding rules

• submit a portfolio of evidence for the professional discussion underpinned by a portfolio of evidence

Portfolio of evidence requirements:

The apprentice must compile a portfolio of evidence during the on-programme period of the apprenticeship. It should only contain evidence related to the KSBs that will be assessed by this assessment method. It will typically contain 25 discrete pieces of evidence. Evidence must be mapped against the KSBs. Evidence may be used to demonstrate more than one KSB; a qualitative as opposed to quantitative approach is suggested.

The portfolio of evidence would need to include evidence that the apprentice had entered their work for industry award(s) either on an individual basis or as part of a team.

Evidence sources may include:

• workplace documentation and records, for example:
• workplace policies and procedures
• witness statements
• annotated photographs
• video clips (maximum total 15 minutes); the apprentice must be in view and identifiable

This is not a definitive list; other evidence sources can be included.

The portfolio of evidence should not include reflective accounts or any methods of self-assessment. Any employer contributions should focus on direct observation of performance (for example, witness statements) rather than opinions. The evidence provided should be valid and attributable to the apprentice; the portfolio of evidence should contain a statement from the employer and apprentice confirming this.

The EPAO should not assess the portfolio of evidence directly as it underpins the professional discussion. The independent assessor should review the portfolio of evidence to prepare questions for the professional discussion. They are not required to provide feedback after this review.

The apprentice must submit the gateway evidence to their EPAO, including any organisation specific policies and procedures requested by the EPAO.

The assessment methods can be delivered in any order.

The result of one assessment method does not need to be known before starting the next.

Overview

In the professional discussion, an independent assessor and apprentice have a formal two-way conversation. It gives the apprentice the opportunity to demonstrate the KSBs mapped to this assessment method.

The apprentice can refer to and illustrate their answers with evidence from their portfolio of evidence.

Rationale

This assessment method is being used because:

It provides the apprentice with the opportunity to discuss and show case their depth of understanding against the knowledge, skills and behaviours that may not naturally occur as part of the scenario based project.

Allows the independent assessor to consider the context and sector that the apprentice operates within, giving flexibility to ensure that all the KSBs can be assessed appropriately.

The professional discussion is cost effective, and it allows consideration of the potential need to conduct the EPA remotely.

Delivery

The professional discussion must be structured to give the apprentice the opportunity to demonstrate the KSBs mapped to this assessment method to the highest available grade.

An independent assessor must conduct and assess the professional discussion.

The purpose is to assess the apprentice’s competence against the following themes:

Working on briefs

Making the work

Professional practice

Organisational responsibilities

The EPAO must give an apprentice 2 weeks' notice of the professional discussion.

The independent assessor must have at least 4 weeks to review the supporting documentation.

The apprentice must have access to their portfolio of evidence during the professional discussion.

The apprentice can refer to and illustrate their answers with evidence from their portfolio of evidence however, the portfolio of evidence is not directly assessed.

The professional discussion must last for 90 minutes. The independent assessor can increase the time of the professional discussion by up to 10%. This time is to allow the apprentice to respond to a question if necessary.

The independent assessor must ask at least 8 questions. The independent assessor must use the questions from the EPAO’s question bank or create their own questions in line with the EPAO’s training. Follow-up questions are allowed where clarification is required.

The independent assessor must make the grading decision.

The independent assessor must keep accurate records of the assessment. They must record:

• the apprentice’s answers to questions
• the KSBs demonstrated in answers to questions
• the grade achieved 

Assessment location

The professional discussion must take place in a suitable venue selected by the EPAO for example, the EPAO’s or employer’s premises.

The professional discussion can be conducted by video conferencing. The EPAO must have processes in place to verify the identity of the apprentice and ensure the apprentice is not being aided.

The professional discussion should take place in a quiet room, free from distractions and influence.

Question and resource development

The EPAO must develop a purpose-built assessment specification and question bank. It is recommended this is done in consultation with employers of this occupation. The EPAO must maintain the security and confidentiality of EPA materials when consulting with employers. The assessment specification and question bank must be reviewed at least once a year to ensure they remain fit-for-purpose.

The assessment specification must be relevant to the occupation and demonstrate how to assess the KSBs mapped to this assessment method. The EPAO must ensure that questions are refined and developed to a high standard. The questions must be unpredictable. A question bank of sufficient size will support this.

The EPAO must ensure that the apprentice has a different set of questions in the case of re-sits or re-takes.

The EPAO must produce the following materials to support the professional discussion underpinned by a portfolio of evidence :

• independent assessor assessment materials which include:
  • training materials
  • administration materials
  • moderation and standardisation materials
  • guidance materials
  • grading guidance
  • question bank
• EPA guidance for the apprentice and the employer

The EPAO must ensure that the EPA materials are subject to quality assurance procedures including standardisation and moderation.

Overview

A project involves the apprentice completing a significant and defined piece of work that enables the apprentice to show how they react to a creative brief, interpret information and present their findings. The project must be relevant to the apprentice’s occupation and apprenticeship.

This assessment method has 2 components:

• project with a project output; artefact

• presentation with questions and answers

Together, these components give the apprentice the opportunity to demonstrate the KSBs mapped to this assessment method. They are assessed by an independent assessor.

Rationale

This assessment method is being used because:

The project is the most valid method as it allows the demonstration of professional competence. Producing an artefact and presentation reflects normal professional practice for an Advertising Creative, so this assessment method is appropriate.

It replicates the requirement to interpret briefs, develop proposals and pitch ideas and be concise and precise in their use of language in written and verbal communication and demonstrate clarity of thought to engage others.

It will enable the demonstration of knowledge, skills and behaviours through the interpretation of the creative brief, creation and pitching/delivery of the presentation.

It is a holistic assessment method, its enables knowledge, skills and behaviours to be tested along with their depth of understanding.

The end-point assessment organisation (EPAO) will set the creative brief for the apprentice at gateway. Due to commercial confidentiality the apprentice may not be able to utilise real life examples. Also real life briefs may also not be available for every apprentice at gateway. As the end-point assessment organisation is setting the creative brief this will ensure valid, reliable and consistent assessment.

Delivery

The apprentice must complete a project based on any of the following:

A new idea of a product or service.

• An opportunity for a product or service to enter a new market

• Initiating social change

• To increase sales of a product or service

• To increase brand awareness

The creative brief must include:

• Business problem, aim or objective the brief must meet

• The budget and target audience

• Branding requirements

• Consideration for regulation and legislation

• Provide the opportunity to showcase visuals of creative ideas

• Justifications for choosing advertising channels

• The opportunity for the apprentice to detail how, why and what media they would use in a campaign

• The apprentice will produce an artefact in response to the creative brief and present their approach and justification to answering the creative brief.

To ensure the project allows the apprentice to meet the KSBs mapped to this assessment method to the highest available grade, the EPAO must sign-off the project’s title and scope at the gateway to confirm it is suitable. The EPAO must refer to the grading descriptors to ensure that projects are pitched appropriately.

The project output must be in the form of an artefact and presentation.

The apprentice must start the project after the gateway. The employer should ensure the apprentice has the time and resources, within the project period, to plan and complete their project.

The apprentice may work as part of a team to complete the project, which could include internal colleagues or technical experts. The apprentice must however, complete their artefact and presentation unaided and they must be reflective of their own role and contribution. The apprentice and their employer must confirm this when the artefact and any presentation materials are completed.

Component 1: Artefact

The artefact must include at least:

The completed artefact output would be a response to the creative brief. The apprentice must produce two artefacts from the list below.

Below is a list of what the artefact could be:

• Social media campaign including three posts one of these must be a video. The video should be between 10 and 30 seconds long. The posts cannot exceed the platform's character limit.

• Film commercial minimum of 30 seconds long to a maximum of 2 minutes.

• Out of home adverts. The apprentice must produce 4-5 adverts and could include billboards (poster, mobile or digital). Bus shelters (poster or digital). Murals or street furniture.

• Audio commercial for example streaming service or radio. Minimum of 30 seconds to a maximum of 60 seconds.

The apprentice must complete the artefact by the end of week 3 of the EPA period. The artefact must be sent to the EPAO. It will be reviewed by the independent assessor prior to meeting the apprentice. The apprentice must produce and include mapping, showing how the artefact evidences the KSBs mapped to this assessment method.

Component 2: Presentation with questions

The presentation with questions must be structured to give the apprentice the opportunity to demonstrate the KSBs mapped to this assessment method to the highest available grade.

The apprentice must prepare and deliver a presentation to an independent assessor. After the presentation, the independent assessor must ask questions.

The presentation should cover:

• an overview of what was required by the creative brief
• findings from research including target audience data
• the project scope (including key performance indicators)
• analysis of barriers to creating the finalised artefact including regulations and barriers
• summary of actions undertaken by the apprentice to include meeting budget requirements, justification of selected advertising channels
• processes to generate ideas and finalise ideas for the artefact for example they should include ideas generated, any drafts or mock ups of potential images, designs, and concepts
• project outcomes and how these were achieved

The presentation with questions must last 50 minutes. This will typically include a presentation of 20 minutes and questioning lasting 30 minutes. The independent assessor can increase the time of the presentation and questioning by up to 10%. This time is to allow the apprentice to complete their last point or respond to a question if necessary.

The independent assessor must ask at least 5 questions. They must use the questions from the EPAO’s question bank or create their own questions in line with the EPAO’s training. Follow up questions are allowed where clarification is required.

The purpose of the independent assessor's questions is:

• to verify that the activity was completed by the apprentice
• to seek clarification where required
• to assess those KSBs that the apprentice did not have the opportunity to demonstrate with the artefact, although these should be kept to a minimum
• to assess level of competence against the grading descriptors

The apprentice must submit any presentation materials to the EPAO by the end of week 6 of the EPA period. The apprentice must notify the EPAO, at that point, of any technical requirements for the presentation.

During the presentation, the apprentice must have access to:

• audio-visual presentation equipment
• flip chart and writing and drawing materials
• computer

The independent assessor must have at least 2 weeks to review the artefact and presentation materials, to allow them to prepare questions.

The apprentice must be given at least 2 weeks’ notice of the presentation with questions.

Assessment decisions

The independent assessor must make the grading decision. They must assess the project components holistically when deciding the grade.

The independent assessor must keep accurate records of the assessment. They must record:

• the KSBs demonstrated in the artefact and presentation with questions
• the apprentice’s answers to questions
• the grade achieved

Assessment locations

The presentation and question and answer session must take place in a suitable venue selected by the EPAO for example, the EPAO’s or employer’s premises. It should take place in a quiet room, free from distractions and influence.

The question and answer session can be conducted by video conferencing. The EPAO must have processes in place to verify the identity of the apprentice and ensure the apprentice is not being aided.

Question and resource development

The EPAO must develop a purpose-built assessment specification and question bank. It is recommended this is done in consultation with employers of this occupation. The EPAO must maintain the security and confidentiality of EPA materials when consulting with employers. The assessment specification and question bank must be reviewed at least once a year to ensure they remain fit-for-purpose.

The assessment specification must be relevant to the occupation and demonstrate how to assess the KSBs mapped to this assessment method. The EPAO must ensure that questions are refined and developed to a high standard. The questions must be unpredictable. A question bank of sufficient size will support this.

The EPAO must ensure that the apprentice has a different set of questions in the case of re-sits or re-takes.

EPAO must produce the following materials to support the project:

• independent assessor EPA materials which include:
  • training materials
  • administration materials
  • moderation and standardisation materials
  • guidance materials
  • grading guidance
  • question bank
• EPA guidance for the apprentice and the employer

The EPAO must ensure that the EPA materials are subject to quality assurance procedures including standardisation and moderation.

Performance in the EPA determines the overall grade of:

• fail

• pass

• merit

• distinction

An independent assessor must individually grade the professional discussion underpinned by a portfolio of evidence and project with presentation and questioning in line with this EPA plan.

The EPAO must combine the individual assessment method grades to determine the overall EPA grade.

If the apprentice fails one assessment method or more, they will be awarded an overall fail.

To achieve an overall pass, the apprentice must achieve at least a pass in all the assessment methods. The professional discussion and creative brief.

Grades from individual assessment methods must be combined in the following way to determine the grade of the EPA overall.

If the apprentice fails one assessment method or more, they can take a re-sit or a re-take at their employer’s discretion. The apprentice’s employer needs to agree that a re-sit or re-take is appropriate. A re-sit does not need further learning, whereas a re-take does. The apprentice should have a supportive action plan to prepare for a re-sit or a re-take.

The employer and the EPAO should agree the timescale for a re-sit or re-take. A re-sit is typically taken within 3 months of the EPA outcome notification. The timescale for a re-take is dependent on how much re-training is required and is typically taken within 5 months of the EPA outcome notification.

If the apprentice fails the project assessment method, they must amend the project output in line with the independent assessor’s feedback. The apprentice will be given 3 weeks to rework and submit the amended artefact.

Failed assessment methods must be re-sat or re-taken within a 6-month period from the EPA outcome notification, otherwise the entire EPA will need to be re-sat or re-taken in full.

Re-sits and re-takes are not offered to an apprentice wishing to move from pass to a higher grade.

The apprentice will get a maximum EPA grade of pass for a re-sit or re-take, unless the EPAO determines there are exceptional circumstances.

The EPAO must have reasonable adjustments arrangements for the EPA.

This should include:

• how an apprentice qualifies for reasonable adjustment
• what reasonable adjustments may be made

Adjustments must maintain the validity, reliability and integrity of the EPA as outlined in this EPA plan.

Internal quality assurance refers to the strategies, policies and procedures that an EPAO must have in place to ensure valid, consistent and reliable EPA decisions.

EPAOs for this EPA must adhere to the requirements within the roles and responsibilities table.

They must also appoint independent assessors who:

• have recent relevant experience of the occupation or sector to at least occupational level 7 gained in the last 5 years or significant experience of the occupation or sector
• meet the following minimum requirements:

  occupational experience in a related creative occupation having worked for an integrated agency.

Affordability of the EPA will be aided by using at least some of the following:

• completing applicable assessment methods online (for example computer-based assessment)

• utilising digital remote platforms to conduct applicable assessment methods

• using the employer’s premises

This apprenticeship is not aligned to professional recognition.