Strat Comm Agencies
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Strat Comm Agencies

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Strat Comm Agencies Presentation Transcript

  • 1. Strategic Communications Agencies
  • 2. Agencies
    • The key players
    • Types of agencies
    • How agencies charge clients
    • Organization of agencies
  • 3. The Four Players
    • The Clients
    • The Strategic Communication Agencies
    • The Media
    • The Vendors
  • 4. Types of Clients
    • Manufacturers
    • Resellers (retailers)
    • Institutions
    • Individuals
  • 5. The Agencies
    • Independent communications agencies
      • Full service agencies
      • Creative boutiques
      • Specialty shops
    • In-house communication departments
  • 6. Advertising Media
    • Print (newspapers, magazines)
    • Broadcast (television, radio)
    • Outdoor (billboards, transit)
    • Direct response (direct mail, telemarketing)
    • Internet and Interactive
    • Miscellaneous
  • 7. The Vendors
    • Freelancers
    • Consultants
    • Production Professionals
  • 8. Types of Agencies
    • The full-service agency
    • Creative boutiques
    • Medical agencies
    • Political agencies
    • Minority agencies
    • In-house agencies
    • Media buying services
  • 9. The Full-Service Agency
    • Major staff functions:
      • Research and account planning
      • Account management/client service
      • Creative services
      • Media planning and buying
      • Pubic relations
      • Promotions and event planning
      • Direct response
      • Interactive
  • 10. The Full-Service Agency
    • Other major agency functions:
      • Accounting
      • Legal Services
      • Traffic
      • Production
      • Human resources
  • 11. Services Provided
    • Analysis of marketing and cultural data
    • Formulation of core strategy and tactics
    • Recommendation of creative direction
    • Production of brand messages - Ad/PR
    • Create promotions and databases
    • Placement in print, broadcast & Internet
    • Verification of message placement
  • 12. Creative Boutiques
    • Small agencies focus on creative
    • Specialize in producing ads
    • Little staff for research, strategy, media planning, or public relations
    • Sub-contract for creative work from full-service agencies
    • Often have short life spans
  • 13. Medical/Political Shops
    • Entirely service specialized clients
    • Specialized knowledge of category
    • Provide full-service functions
  • 14. Minority Agencies
    • Often full-service agencies
    • Specializing in campaigns that target minorities/specialized populations
      • Blacks, Hispanics, Asians, Gay/Lesbian
  • 15. In-house Agencies
    • Owned and supervised by company
    • Reasons for in-house agencies:
      • Savings
      • Specialization
      • Priority service
      • But, minimum staffing of experts and possibility of “group-think”
  • 16. Media Buying Services
    • Original format of ad agencies
    • Sole function is media buying
    • Growing complexity of media buying
    • Buying media in bulk
  • 17. How Agencies are Paid
    • The Commission System
    • The Fee System
    • Incentive-based Systems
  • 18. The Commission System
    • Standard rate: 15% of media buys
    • Trend toward negotiated commission
    • Fierce competition among agencies
  • 19. The Fee System
    • Negotiated hourly fee
    • Media buys billed directly to client
    • Hourly rate rule of thumb:
      • 3 x hourly salary of each employee
    • Employee hourly salary =
      • Salary / Hours worked per year
  • 20. Incentive-based Systems
    • Higher fees for good performance
    • Incentives negotiated in advance
    • Pay per performance system
  • 21. Organization of Agencies
    • Organized around departments
    • Organized around clients
    • Organized around tasks
    • Organized by ownership
  • 22. Organizing Agencies
  • 23. Tradeoffs in Agency Organization
  • 24. Agency Assignment
    • Get in your agencies and decide what structure you want to adopt
      • Greater integration usually results in more coherent campaigns
      • More need to negotiate decisions - share responsibilities for sections
      • Be realistic about level of integration