Transcript Key players in the marketing communications industry

Key players in the marketing communications industry
Organisation with marketing communications problem or
opportunity
Marketing communications objectives and strategy
The brief
Internal
Sales team
External
Ad agency; PR agency
Sponsorship agency
SP agency; DM agency
Integrated marketing communications solution
Target audience
The brief
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company and department details
nature of business
description of existing business environment
company's present business situation
corporate and marketing objectives (where the firm wants to be)
business strategy (how the firm intends getting from where they are to where they
want to be)
previous marketing communications activity
marketing communications objectives
specific problem to be solved
desired consumer responses
description of target markets, their characteristics, behaviour and lifestyle, etc.
description of the product – features, advantages, customer benefits
key dates
restrictions or limitations, for example, corporate guidelines
budget
who makes the final decisions
who the agency should report to/contact names, telephone, fax, e-mail
role of market research before, during and after campaign
how campaign effectiveness will be measured
any other relevant information
Marketing communications
agencies
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advertising agency
public relations agency
sponsorship agency
sales promotion agency
direct marketing agency
Leading Irish ad agencies
Agency
Type
Billings
Affiliation
Irish International
Full service
€74 million
BBDO Worldwide
McConnell’s Advertising Ltd
Full service
€73 million
Irish-owned; alliance with
Lowe Lintas
DDFH&B
Full service
N/A
JWT
McCann Erikson
Full service
€38 million
McCann Erickson
Owens DDB
Advertising and
marketing
€33 million
DDB Worldwide
QMP D'Arcy
Full service
€30.5 million
D'Arcy World Wide
Ogilvy & Mather
Brand
communications
N/A
Ogilvy & Mather
Des O'Meara & Partners
Full service
€20 million
Irish-owned but linked to
Publicis
Helme Partnership
Advertising, PR,
CRM
€20 million
PR@The Helme
AFA Advertising
Full service
€19 million
Irish-owned
Source: MAPS Directory, 2002/2003
Phases in a marketing
communications campaign
Creation and design
Production
Implementation
Typical services used in
production
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stylists
make-up artists
model agencies
photographers
illustrators
library shots
freelance art directors and
copywriters
music composers
musicians
spell checkers/proof readers
typesetters
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reprographics
film directors
actors and voice over artists
studio and editing suites
printers
sign makers
list brokers
packaging companies
display equipment manufacturers
merchandisers
Basic account management/client
services structure
Managing director
Account director/client
services director
Account
manager/client
services manager
Account
executive/client
services executive
Typical structure of a team in full-service agency
Managing Director
Creative Director
Traffic/
control
Creative
team
Production
Media Director
Media
Planning
Media
Buying
Board
Account Director
Planning
Director
Finance Director
Account
Director
Planner
Accounts
Department
Account Manager/
Account Executive
Trainee
Client services
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interface between client and agency
client business is referred to as an account
cost centre which adds value
account director holds responsibility for the
profitability of existing accounts; formulates
advertising brief; responsible for strategic issues
relating to account; quality control issues
• account manager acts as project manager
Planning department
• planners represent consumer perspective
and have significant input into development
of the brief
• ensure that the brief is properly interpreted
and executed
• not used on all accounts
Creative department
• generates the ideas behind the advertising
campaign
• creative team consists of an art director and
copywriter
• art director: responsible for visual appeal of an ad
• copywriter responsible for headlines, subheadings,
main body copy
• ideas are presented to client in a rough layout
• approved work is translated into finished artwork by
production team
Media department
• media planner – main responsibility is
the production of a media brief following
liaison with account handler
• media buyer – deals directly with various
media to negotiate the best possible
prices for their clients
• media department is a profit centre
Guidelines for selecting agencies
Identification of agency type
Shortlisting
Setting up contact
Making the announcement
Informing the media
Formal agreement
Identification of agency type
Terms
Criteria for choosing an
agency
Agency presentations
The brief
Media commission
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Transaction between agency and Irish Examiner
Full-page colour ad in Irish Examiner
€15,120.00*
Less 15% commission
€ 2,268.00
Invoice to agency from Irish Examiner €12,852.00
Less 2% discount for early payment
€ 257.04
Total paid to Irish Examiner by agency €12,594.96
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Transaction between agency and client
Invoice to client from agency
€14,862.96
(less 2% for early payment of invoice)
Media commission retained by agency € 2,268.00
* This price is based on figures quoted in the MAPS Directory 2002/2003