Transcript In-House Advertising Agencies

ADVERTISING AGENCIES
YWCA, Lecture 9
ADVERTISING AGENCIES
An
advertising
agency
or
advert
agency
is
a
service business dedicated to creating, planning, and
handling advertising (and sometimes other forms of promotion)
for its clients. An ad agency is independent from the client and
provides an outside point of view to the effort of selling the client's
products or services.
TYPES OF ADVERTISING AGENCIES
Full Service Agencies
These agencies are involved in planning, creating, producing
advertisements, performing research and selecting media.
Some full service agencies also provide non-advertising related
services including strategic market planning, direct market
promotion programs, interactive marketing and web site design,
and public relations.
Some very large full service agencies run their own marketing
research departments.
TYPES OF ADVERTISING AGENCIES
Creative agencies
Creative agencies specialize in "creative" or design-based business
models and are also known as a "creative boutique". Their basic
interest is in the creation of the advertisement or branding.
Specialized agencies
These agencies specialized in a particular activity of the whole
communication process. They may specialize in certain functions
(copy, art, media), audiences (minority youth)or industries
(health, computers) or in a marketing communication area (direct
marketing, sales promotion, public relation).
TYPES OF ADVERTISING AGENCIES
In-House Advertising Agencies
An In-House agency is a team within a company that focuses on
selling the company's product.
Interactive Agencies
Interactive agencies may differentiate themselves by offering a
mix of web design / web development, search engine
marketing, internet advertising/marketing.
Today, the most successful interactive agencies are defined as
companies that provide specialized advertising and marketing
services for the digital space.
TYPES OF ADVERTISING AGENCIES
Social Media Agencies
Social media agencies specialize in promotion of brands in the
various social media platforms like blogs, social networking sites,
Q&A sites and discussion forums.
AGENCY DEPARTMENTS
The Creative Department
The people who create the actual ads form the core of an
advertising agency. Modern advertising agencies usually form
their copywriters and art directors into creative teams. Creative
teams may be permanent partnerships or formed on a project-byproject basis.
Both copywriters and art directors generate creative ideas to
represent the proposition (the advertisement or campaign's key
message). Once they receive the creative brief from their account
team, the creative team will conceptualise ideas to take to their
creative director for feedback. This can often be a back and forth
process, occurring several times before several ads are set to
present to the client.
AGENCY DEPARTMENTS
Account Services
Agencies appoint account executive to liaise with the clients. The
account executives need to be sufficiently aware of the client's
needs and desires that can be instructed to the agency's personnel
and should get approval from the clients on the agency's
recommendations to the clients.
Creativity and marketing acumen are the needed area of the
client service people.
The account manager will develop a creative brief, usually about a
page that gives direction to the creative team. The creative brief
often includes information about the target audience and their
attitudes and behaviours.
AGENCY DEPARTMENTS
Media Buying
The media services department's employees are the people who
have contacts with the suppliers of various creative media.
They can often be restrained by the client's budget, in which, the
media strategy will inform the creative team what media platform
they'll be developing the ad for.
Generally these services are outsourced by the agencies.
Modern agencies might also have a media planning department
integrated, which does all the spot's planning and placements
AGENCY DEPARTMENTS
Production
The production department ensures the TV commercial or print
ad, etc., gets produced.
They are responsible for contracting external vendors (directors
and production companies in the case of TV commercials;
photographers and design studios in the case of the print
advertising or direct mailers).
AGENCY DEPARTMENTS
Traffic Department
The traffic department regulates the flow of work in the agency.
Traffic increases an agency's efficiency and profitability through
the reduction in inappropriate job initiation, incomplete
information sharing, over- and under-cost estimation and the
need for media extensions.
IMPORTANT AGENCY PERSONNEL
Copywriter
Copywriting is writing copy (text) for the purpose of advertising or
marketing.
A copywriter usually works as part of a creative team. The
copywriter has ultimate responsibility for the advertisement's
verbal or textual content, which often includes receiving the copy
information from the client.
The copywriter is responsible for telling the story, crafting it in
such a way that it resonates with the viewer/reader, ideally
producing an emotional response.
IMPORTANT AGENCY PERSONNEL
Art Directors
Advertising agencies partner copywriters with art directors. The
art director has ultimate responsibility for visual communication
and, particularly in the case of print work, may oversee
production.
The team usually works together to devise an overall concept
(also known as the "creative" or "big idea") for the commercial,
mailer, brochure, or other advertisement.
IMPORTANT AGENCY PERSONNEL
Creative Directors
A creative director is determined to develop various marketing
schemes and strategies for a company or client that he or she is
hired by. The creative director would also serve as the project
manager that works directly with employers and in most
circumstances they would be responsible for designing concepts
for advertisements and other promotional needs for their client(s).
Educational requirements of this position involve a blending of
skills in business and journalism and skills in design arts such
as Adobe Creative Suite would be a beneficial addition as well.
Advertising creative directors are usually promoted from
copywriting or art directing positions. Creative directors rise to
become executive creative directors or chief creative officers, a
position with executive responsibility for the entire creative
department, and some progress to chairman of a firm.
CLIENT AGENCY RELATIONSHIP
Selecting an Agency
Clients generally begin an agency search by putting an EOI or
RFP or inviting a presentation pitch.
The need for selecting a new agency might be due to some friction
or dissatisfaction with the existing agency or change in client
servicing needs.
Account Conflicts
Companies generally don’t give their accounts to an agency
handling their competitor’s account.
CLIENT AGENCY RELATIONSHIP
Building Partnerships & Trust
An agency is hired to develop a creative outcome / talent which
the client doesn’t or cannot do in-house.
It can only be achieved if the client and agency works together to
develop a right kind of relationship.
Briefing & Approval Process
There should be clear communication and understanding between
the agency & client on exactly what the ad is expected to show.
At the briefing the client shall give complete information to
develop strategic and creative ideas.
However, the client shall not suggest solution to the client’s
problem.
Costs & Compensation
THANK YOU