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Advertising Agency 1200911126105164 4

The document summarizes the typical departments and functions of a full-service advertising agency: 1) Account handling manages client relationships and new business development. 2) Creative services develops advertising concepts and designs. 3) Media planning and buying places ads across appropriate media channels. 4) Production ensures finished designs are delivered on time to media. Key roles within each department work together to develop and execute marketing strategies for clients.

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58 views13 pages

Advertising Agency 1200911126105164 4

The document summarizes the typical departments and functions of a full-service advertising agency: 1) Account handling manages client relationships and new business development. 2) Creative services develops advertising concepts and designs. 3) Media planning and buying places ads across appropriate media channels. 4) Production ensures finished designs are delivered on time to media. Key roles within each department work together to develop and execute marketing strategies for clients.

Uploaded by

9886545283
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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The Advertising Agency

The ‘Full Service’ Advertising


Agency
The ‘full service’ agency typically has four
main departments or functions:

1. Account Handling
2. Creative Services
3. Media Department
4. Production
1: Account Handling
• Manages the relationship between the
Client and the Agency
• Within the Agency – represents interests
of Client
• Represents interests of Agency when
talking to the Client
• Usually responsible for finding and
developing new business
1: Account Handling
Key roles:

Account Director
Account Planner
Account Executive / Account Manager
Account Director
• Usually board level
director
• Expertise in a product
or market sector
• Strategic overview of
account
• Regular contact with
client at director level
Account Planner
• May or may not be
separate role from
Account Director
• ‘Brand Manager’ type
role developing
strategies for account
over the long term
• Should have a direct
role in helping to
develop creative and
media strategies
Account Manager or Account
Executive
• Day-to-day liaison and
running of account
• Daily contact with client
marketing dept
• Co-ordinates agency
departments – creative,
media, production
• Fulfils short term
objectives
• May work on several
accounts
• Responsible to Account
Director
2: The Creative Department
• Creates ideas, concepts and sometimes
finished art for advertising, literature and
other marketing materials
• Should represent point of view of the
consumer
• May liaise with outside suppliers such as
illustrators, photographers, writers, web
designers and film producers
The Creative Director
• Should be a board level
director
• Responsible for quality of
agency’s creative output
• Selects which creative
solutions should be
presented to client
• May work on own
accounts as well as
supervise department
The Creative Team
• Copywriter and Art
Director team
• Produce the initial
concept is response to
Creative Brief
• Probably work on several
accounts
• Some agencies team
Account Handler with
Creative Team to form an
Account Team
• Responsible to Creative
Director
The Media Department
Most agencies today use an outside consultancy for the
media requirements. Three functions need to be
addressed.
• Media Research
– Identify which media reach your target audience most
effectively
• Media Planning
– Planning the best media mix and timings to achieve
the client’s marketing objectives
• Media Buying
– Getting the best value for money out of the client’s
media budget. Involves considerable negotiating skills
The Production Department
• Ensures that finished artwork is delivered
to the appropriate media by the deadlines
• May also source specialist materials and
suppliers e.g. specialist printers and paper
• May include a Traffic Department which
progresses jobs through the agency to
ensure jobs are completed on schedule
• May include Studio Manager, Mac
Operators, Finished Artists etc
Other Marketing Services
Each agency is unique and may offer other
specialist service departments. Some of
the most common are:
• Public Relations
• Direct Marketing
• Recruitment Advertising
• Industrial or Business to Business

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