Runners in Commercials
Commercials are like 'mini feature films' and a runner can learn a lot in a short space of time. Since the image of a product and the fortunes of companies are at stake, employers take great care to select teams who they know can deliver a commercial that matches the expectations of the ad agency and the end client. This means that all crew members - including the Runners - are expected to be highly professional in their work and show real attention to detail.
Commercials companies will often employ 1 or 2 Runners in the production office, but take on more - often at very short notice - during a shoot. The industry is small and reputation counts for a lot. Agencies often have favourite freelancers who they use regularly. Runners find opportunities through networking or diary services and can spend between 1 and 2 years as an in-house Runner. In fact, many senior figures in the commercials and advertising world started as Runners.
Companies are listed in the trade directories and on the Advertising Producers Association (APA) website.
APA provides information for Runners and posts CVs and job opportunities on the website's recruitment centre. Useful information about the nature of the business and the people working in it can also be found in the trade press e.g. Campaign.
As you prepare your job application, do remember that this is a very image-conscious area of the media.
Runners say
"I worked a ski season as a chalet girl and got invited by a film crew to become a Runner when I got back to London. There are lots of transferable skills."
"The photocopier always jams on your call sheets at 10pm before the next day's shoot. You've got to be able to sort it."
"I really enjoyed mounting all the location photos - my art background has finally come in useful."
"Always check and double check to protect your own back."
"I was told 'if you haven't got contacts already, start to make some' - good advice."
"For a first job it's a brilliant way of making contacts."
Employers say
"The wild card is always the client. Our Runners need to be ultra-diplomatic and not get stressed."
"Right from the CV/letter we look for good attention to detail - some of the stuff we have to do can seem quite petty. "
"These jobs are as interesting as you make them. Some people have been so good that we've wanted to keep them - but our clients have poached them."
"Be good at what you do, enjoy it and do it well. You will get noticed."
"The visuals are very important in this business. Someone who is stylish and aware of the look of things will have lots of opportunity."
"We rely on our Runners. They're doing a really key job, which will get noticed. A poor Runner causes problems within a few hours."
