Advertising in Britain has traditionally been the preserve of a middle-class, public school and Oxbridge-educated workforce. Although this narrow recruitment base is recognized as problematic, the influence of social class on advertising careers remains largely unexplored. This article explores the career trajectories of British advertising creatives from different social class backgrounds and the forms of capital at their disposal. Drawing on life history interviews with creatives, we explore how they got started, got in and got on in advertising careers. In particular, we highlight how the `working-class' creatives struggled to overcome the economic, social and cultural barriers they face in entering the industry. We suggest, however, that once `in', the influence of their social class background was more subtle and less detrimental, due to the social capital they accumulated en route and the value of their distinctive brand of cultural capital.

The increasingly unpredictable, individualized and short-term nature of the labour market is evident in the careers of advertising creatives. We explore the career trajectories of 48 creative professionals in the British advertising industry, using theories of situated learning and communities of practice to illustrate how the collective remains important to individuals' career prospects. Creatives learn their craft by becoming immersed in the multiple, inter-related communities that constitute the advertising world during the demanding 'pre-peripheral' and 'peripheral' stages of their career. Learning through immersion continues throughout the journey from the periphery to the centre, since creatives participate in a competitive, tight-knit creative community, actively engaged in social networking and constantly monitoring each others' creative output. Creatives' legitimacy (and power) is earned by winning peer regard for their work. The nature of the learning required changes as each stage of the creative trajectory brings different motivations and pressures, but the processes of learning, the mutual shaping of individual and community, and the identity work involved are evident throughout creative career trajectories.

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Purpose -The aim of this paper is to explore the tensions and basis for conflict within relationships that embed and connect networked companies involved in the planning of advertising, with broader relevance for professional service organizations. Design/methodology/approach -Framed within a social network perspective, this interpretive study draws on 22 in-depth interviews to discuss the emergence and consequences of conflict within relationships shared by advertising creatives, account managers, researchers and media planners located in Scotland. Findings -The paper identifies four dominant themes which contribute toward relational conflict: the intensity of involvement in advertising planning, the emergence of role ambiguity, cultural stereotyping, and conflicts of interest. Originality/value -The paper provides a valuable antidote to studies reliant on dyadic client-agency perspectives. Adopting a network perspective, it recognizes the importance of the multiple, simultaneous relationships involved in advertising planning. It offers a critical perspective on advertising relationships, considering the emergence, characteristics and consequences of tension and conflict inherent. The discussion reveals ongoing struggles for control over the process of advertising planning, and considers the implications of overt and covert actions on perceptions of network trust. The paper provides a spectrum of outcomes, ranging from collaborative tension to intra-organisational conflict. This study is most relevant to academics and managers involved in professional services.

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