WHY THE WHY THE WORLD NEED WORLD NEED SUPERMANSUPERMAN

BY LOIS LANEBY LOIS LANE

WHY THE WHY THE WORLD NEED WORLD NEED

SUPERDESIGNESUPERDESIGNERRPresented by M. Rizki Suluh Presented by M. Rizki Suluh AdiAdi

9 April 20069 April 2006

Ad agencyAd agency

Spesialisasi SkillSpesialisasi Skill Team artist, writers, media analyst, Team artist, writers, media analyst,

researchers, dan skill spesifik researchers, dan skill spesifik lainnyalainnya

PengalamanPengalaman

Tipe Ad AgencyTipe Ad Agency Full Service AgenciesFull Service Agencies

Ful range of marketing, communication and promotion servicesFul range of marketing, communication and promotion services Planning, creating and producingPlanning, creating and producing Non ad service: strategic market planning, slaes promotions, Non ad service: strategic market planning, slaes promotions,

direct marketing and interactive capabilities, package design, direct marketing and interactive capabilities, package design, PR, publicity, etcPR, publicity, etc

Account ServicesAccount Services Link between ad agency and its clientLink between ad agency and its client One or more account executives as liaisonOne or more account executives as liaison AE is responsible for understanding the advertiser’s marketing AE is responsible for understanding the advertiser’s marketing

and promotions need and interpreting them to agency and promotions need and interpreting them to agency personnel. Coordinates in planning, creating and producing personnel. Coordinates in planning, creating and producing ads.ads.

AE presents agency recommendations and obtain client AE presents agency recommendations and obtain client apporvalapporval

Its more ?Its more ?

Pergeseran dari media tradisional ke Pergeseran dari media tradisional ke daerah lain marketing communication daerah lain marketing communication : direct marketing, pr, sales : direct marketing, pr, sales promotion, event sponsorshippromotion, event sponsorship

Subdivisi mengalahkan profit divisi Subdivisi mengalahkan profit divisi lainnyalainnya

IMC mulai diperkenalkanIMC mulai diperkenalkan Leo Burnett, Fallon McElligott, …Leo Burnett, Fallon McElligott, …

IMC Spread outsIMC Spread outs

Burnetters were expected to interact Burnetters were expected to interact with clients not as advertising with clients not as advertising specialist who happened to know specialist who happened to know about sales promotion, direct about sales promotion, direct marketing, or public relations but as marketing, or public relations but as generalists able to work with a generalists able to work with a variety of integrated marketing variety of integrated marketing tools.tools.

Adapt or dieAdapt or die

While traditional agencies have been While traditional agencies have been preaching integrated marketing for years, preaching integrated marketing for years, many have not been really practicing it. many have not been really practicing it. However, these agencies are realizing they However, these agencies are realizing they must alter their course if they plan to be must alter their course if they plan to be competitive in the future. They are competitive in the future. They are retraining their staffers in the use and best retraining their staffers in the use and best practices of various IMC tools and getting practices of various IMC tools and getting them, at long last, to focus on total them, at long last, to focus on total communications solutions to their client’s communications solutions to their client’s businesses. businesses.

Tipe Agency lainTipe Agency lain

Creative BoutiqueCreative Boutique Only Creative ServicesOnly Creative Services Client’s desires to use only the creative Client’s desires to use only the creative

talent of an outsider while maintaining talent of an outsider while maintaining other functions internally.other functions internally.

Media Buying ServicesMedia Buying Services

The role of Digital ArtistThe role of Digital Artist

Spearheading the Spearheading the companycompany

Interpreting the Interpreting the client’s needsclient’s needs

More and more More and more complex and complex and integrated roles integrated roles are neededare needed

Creative sparksCreative sparks

Mood managementMood management KnowledgeKnowledge SkillSkill TimeTime

Weapon of choiceWeapon of choice

BrainwareBrainware HardwareHardware

Pencil and paperPencil and paper Going digitalGoing digital

SoftwareSoftware UnderwearUnderwear Google and WikipediaGoogle and Wikipedia

SoftwareSoftware

Graphic & Illustration – Adobe Photoshop – Adobe Illustrator – Macromedia Freehand – CorelDraw

Web Design – Macromedia Dreamweaver – Macromedia Fireworks – Macromedia Flash

SoftwareSoftware

Multimedia Authoring – Macromedia Director – Macromedia Authorware – Macromedia Flash

Multimedia Presentation – Macromedia Flash – Microsoft Powerpoint – Adobe Acrobat

SoftwareSoftware

Digital Video – Adobe Premiere – Ulead Media Studio – Avid DV Xpress – Apple Final Cut Pro

Visual Effects – Adobe After Effects – Discreet Combustion – Eyeon Digital Fusion

SoftwareSoftware

3D Animation – Autodesk 3ds max – Autodesk Maya – Newtek Lightwave

2D Animation – Macromedia Flash – Adobe After Effects

Multimedia ElementsMultimedia Elements Background Windows

and panels Buttons and

controls Images Video Text Sound and

Music Animation

Untuk pertanyaan dan diskusi Untuk pertanyaan dan diskusi email keemail ke

rumputyangbergoyang@yahoo.rumputyangbergoyang@yahoo.comcom