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How an Advertising Agency Works

How an Advertising Agency Works. Or… how to produce a commercial in roughly the same time it takes to have a baby. Advertising Agency Departments. The Creative Department. Copywriters : Work in teams with Art Directors to develop the advertising ideas and then actually write the ads

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How an Advertising Agency Works

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  1. How an Advertising Agency Works Or… how to produce a commercial in roughly the same time it takes to have a baby.

  2. Advertising Agency Departments

  3. The Creative Department • Copywriters: Work in teams with Art Directors to develop the advertising ideas and then actually write the ads • Art Directors: Work with Copywriters to develop the advertising ideas then determine what they will look like. • Production: Once the ad is completed and client has approved, Producers take over to turn it from an idea to an actual ad.

  4. The Account Management Department • Account Managers: Work directly with the client to determine what is needed, manage the process from beginning to end, make it happen on time, on strategy, on budget. • Project Managers (some agencies) manage internal processes and personnel to get things done at the agency.

  5. The Media Department • Media Planners: Are given a budget and marketing objectives and determine the smartest way to spend the money. • Media Buyers: Are given approved plans and figure out the most cost effective way to buy the media weight. • Media Research: Constantly looking for ways to add impact to plans and figure out more innovative ways to plan and buy.

  6. The Research & Planning Group • Research: constantly analyzing business and consumer data to better understand and track success and/or failure in order to make adjustments along the way. • Planners: Interprets the research alongside a deep consumer understanding to write the briefs and guide the work.

  7. The Administration Department • Finance & Accounting: Make sure we are working at a profit. • Traffic: Once the commercial is complete and approved they make sure it gets to the right media outlet with the correct instructions • Administrative Help: Secretaries, receptionists, operators, etc. • Agency Legal: Makes sure no one gets in trouble and that the ad runs as promised. • Talent & Residuals: Once the ad is running, these people make sure the talent in the ads are paid in full and on time.

  8. The Process How a commercial goes from “hey, we need an ad” to appearing on-air

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