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Ad Agency Structure Overview

The document outlines the typical structure and workflow within an advertising agency. [1] It describes the main departments including account management, account planning, creative, media, production, and billing. [2] It then explains the roles and responsibilities of each department. [3] Finally, it illustrates the process an ad campaign goes through from initial client briefing through production, release, and billing.

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Manish Verma
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400 views9 pages

Ad Agency Structure Overview

The document outlines the typical structure and workflow within an advertising agency. [1] It describes the main departments including account management, account planning, creative, media, production, and billing. [2] It then explains the roles and responsibilities of each department. [3] Finally, it illustrates the process an ad campaign goes through from initial client briefing through production, release, and billing.

Uploaded by

Manish Verma
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
  • Agency Structure Overview: Provides a visual overview of the organizational structure for an agency, outlining the relationships between client, media, creative, and other departments.
  • Account Management: Describes the key responsibilities of account management including client servicing and coordination within the agency.
  • Account Planning: Details the strategic roles and research activities involved in account planning, emphasizing on marketing analysis and consumer research.
  • Creative: Focuses on the creative aspect of the agency, detailing roles such as copy writers and art directors, and their contribution to campaigns.
  • Media: Outlines the responsibilities of media departments, including planning, buying, and media agency collaborations.
  • Briefing: Explains the process of briefing within the agency, focusing on directing advertising planning and creation efforts.
  • Work Flow in Agency: Illustrates the workflow stages in an agency, including briefing, creation, production, and release stages.
  • Production Process: Details the stages of production from pre-production to post-production, including approvals, planning, and final outputs.
  • Advertising Brief: Explores the components of an advertising brief and different types such as background, creative, and media briefs.

AD AGENCY STRUCTURE

CLIENT

MEDIA CREATIVE ACCOUNT MANAGEMENT ACCOUNT


PLANNING

COPY WRITING
PLANNING,BUYING
,ART DIRECTION RESEARCH

MEDIA OPERATIONS FILM PRODUCTION PRINT PRODUCTION GRAPHIC STUDIO BILLING


ACCOUNT

S U P P L I E R
Account Management
 Client servicing
 Agency’s face to the client, taking briefs,
understanding marketing involved
 Liaison with creative and media and
coordinate work process
 Evaluation of ad and media plan,
presentaions to clients
Account Planning
 Strategic Planning
 Research
 Interpretation of consumer and advertising
research from brand’s perspective
 Marketing analysis (SWOT)
 Providing data to other departments
Creative
 Copy Writers, Art Director
 Headlines, copy and visualization and
layout
 Life line of an ad agency
 Work on campaigns as team
 Headed by art director
Media
 Planning and buying
 Planning-quantitative analysis of media
 Buying- media relations, negotiations,
operations
 Separate media agencies
 Zenith is media company for Saatchi &
Saatchi and Bates Worldwide
Briefing
 Direction for Ad Planning and creation
process
 Funneling process for creative and media
efforts rather than getting lost in all kind of
information
 Client brief-key market situation, marketing
problem ,role of advertising, advertisng goals
WORK FLOW IN AGENCY

•Brief from Client


BRIEFING STAGE •Internal briefing to creative and media
•Any research briefing if required

•Ad Campaign and Media Plan development


•Internal review and finalization
CREATION STAGE •Presentation to client and approvals
•Any pre-testing if required

•Budget and Estimate approvals


•Production of film, press ads, collaterals, etc
PRODUCTION STAGE •Media Scheduling and Media Bookings
•All release approvals for Creative and Media

•Materials dispatch to Media


•Media release monitoring
•Any post –testing if required
RELEASE STAGE •Billing and Collection
PRODUCTION PROCESS
Press
Approved scripts and story boards Pre-Production Approved Layout
Producer selection Still photography if required
Budget approvals Artworks
Pre-production meetings b/w producer
Agency and client
System work if any
Shoot planning (set, location, models, Four color or b/w positives
Equipment etc. Production Plate making, Print proofing
Film shooting Approvals of proofs
Audio recording Final positives

Film processing
Telecine, editing, mixing,
First cut for approval
Re-editing, Final cut approval Positives to publications
Post-production
Language dubbing and mixing
telecast copes for channels
Advertising Brief
CLIENT BRIEF

Advertising Brief

Background Creative Media


advertising brief Brief Brief
•Target audience profile •Target audience profile
•Key brand characteristics
•Key Consumer insights •Advertising Task
•Brand performance vis-à-vis
•Advertising task •Media Objective
Market performance
•Campaign Requirements •Suggest Medias
•Competitive analysis
•Brand Promise •Geographical Market
•Previous
•Substantiation of • Seasonality of sales
•Advertising of the brand
the promise •Media Budgets
and the completion
•Desired Brand Image •Duration of the campaign
•Budgets-media and
•non- media

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