advertising-agency-1200911126105164-4

8/7/2019 advertising-agency-1200911126105164-4

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The Advertising Agency


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1: Account Handling

Manages the relationship between the

Client and the Agency

Within the Agency represents interestsof Client

Represents interests of Agency when

talking to the Client

Usually responsible for finding and

developing new business


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1: Account Handling

Key roles:

Account Director

Account PlannerAccount Executive / Account Manager


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Account Director

Usually board level

director

Expertise in a product

or market sector

Strategic overview of

account

Regular contact withclient at director level


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Account Planner

May or may not beseparate role fromAccount Director

Brand Manager typerole developingstrategies for accountover the long term

Should have a directrole in helping todevelop creative andmedia strategies


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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


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The Creative Director

Should be a board level

director

Responsible for quality of

agencys creative output Selects which creative

solutions should be

presented to client

May work on own

accounts as well as

supervise department


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The Creative Team

Copywriter and ArtDirector team

Produce the initialconcept is response to

Creative Brief Probably work on several

accounts

Some agencies teamAccount Handler withCreative Team to form anAccount Team

Responsible to CreativeDirector


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The Media Department

Most agencies today use an outside consultancy for themedia requirements. Three functions need to beaddressed.

Media Research

Identify which media reach your target audience mosteffectively

Media Planning Planning the best media mix and timings to achieve

the clients marketing objectives

Media Buying Getting the best value for money out of the clients

media budget. Involves considerable negotiating skills


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The Production Department

Ensures that finished artwork is deliveredto the appropriate media by the deadlines

May also source specialist materials andsuppliers e.g. specialist printers and paper

May include a Traffic Department whichprogresses jobs through the agency to

ensure jobs are completed on schedule May include Studio Manager, Mac

Operators, Finished Artists etc


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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 orBusiness to Business

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