Advertising agency: A presentation

Extract

[...] the creative campaign Account servicing interact with the client. They are virtually the brand manager in-house. They brief and coordinate the activities of various depts. Media develops the media plan, books media space, negotiates media rates, releases and tracks advertising. Account Planning a new function in some agencies - conducts consumer research to find ‘consumer insights' Changing Structure of the Agency Full service agencies include some or all of these divisions AOR, DM, PR, Web / design, event management etc. [...]

[...] Hameroff How To Market & Sell Your Createspace Book: Secrets From An Ad Agency Insider by Brian Teasley Edge Advertising Agency: A presentation Structure of Advertising Agency Full Service Agency includes the following depts. Creative consists of copy writers and art directors who develop the creative campaign Account servicing interact with the client. They are virtually the brand manager in-house. They brief and coordinate the activities of various depts. Media develops the media plan, books media space, negotiates media rates, releases and tracks advertising. [...]

[...] It should not be focused on ad elements, but on the failure to communicate on agreed upon strategy If an idea is working the client should stick with it and not change for its own sake The Client Agency Relationship Relationship should be one of equal partners a part of the clients own marketing organization Client should treat agency people with respect Accept occasional agency mistakes Not waste agency resources Should be prepared to back campaigns that are bold, takes risks (not ‘safe') as long as they are on strategy The Agency Client Relationship Agency should be able to listen to client needs and be open minded It should be intellectually honest and offer an outsider's perspective However the agency should not be arrogant in sticking up for what it believes Not seek creative awards for its own sake, but keep the client's strategic objectives in mind Appreciate political ramifications of their recommendations Should not shuffle people around frequently There should be good communication maintain chemistry and day-to-day rapport Budgets, details and deadlines should be respected Costs & Compensation Compensation structure should match its work load The trend is fee only, fee plus commission, reduced commission rather than flat 15% commission Cost plus expenses that the agency incurs is often a source of friction - belief that it is wasteful spending The agency should not treat the client's money wastefully The client should not nit-pick on production and other expenses and should ensure the agency makes adequate profit Reviews and Audits Regular performance reviews are a good idea because of Changes in the environment Changes in organization Individual relationships Review should be against a set of criteria Latent sources of dissatisfaction can be aired and resolved [...]

[...] It could be periodic or because of friction, change of staff at the client or agency, or because of the belief that the old agency may not be able to or willing to implement the new strategy / international business Both the incumbent agency and new agencies are asked to make presentations Selection / Change of Agency New agency presents a speculative campaign to demonstrate their knowledge and understanding of the clients business Client has to bear a large non-financial cost in changing the agency time to brief and select agency Some financial cost as well - Spec campaign costs may be borne partially by the client Consultant may be hired to help the selection process Selection / Change of Agency Agency selection criteria The number and the quality of people working on the account Creative, strategic planning, market research, media buying abilities of the agencies Degree of understanding of the client's business Similarity in objectives but with a complimentary perspective Agency stability, size and operating styles Agency reputation for integrity, sticking up for recommendations they make Recommendations from satisfied clients Account Conflict and Agency Response Clients do not deal with agencies that handle competitors' advertising Account conflicts increase with clients diversifying and with A&Ms Agency response to such consolidation is to structure their agencies into groups that do not interact with each other, thus handle competitive account Building Partnerships and Trust Agency's quality of inputs are is greatly enhanced with the right kind of relationship partnership Agency should be expected to bring its own thinking to grow the clients business rather than merely support the client's thinking Clients should share info, research, sales data Client should trust, and respect the agency And not settle for safe advertising Briefing Process The client must be clear about What the agency is expected to do What info the agency is likely to need and ask for Ideally all depts. [...]