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Strategy at an Ad Agency
 

Strategy at an Ad Agency

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This presentation which I made during my stay at RED is a description of how an agency works and how it should. And then it gives a solution to the problems and tells how a Strategy dept in an agency ...

This presentation which I made during my stay at RED is a description of how an agency works and how it should. And then it gives a solution to the problems and tells how a Strategy dept in an agency should work

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    Strategy at an Ad Agency Strategy at an Ad Agency Presentation Transcript

    • Introduction to Strategy
    • The 3 Big Functions of an Ad Agency
    • A brand is how the consumer defines it rather than how we or the brand team defines it
    • Flow of Information in an Agency
    • So what does a Planner really do
      Write the creative brief. Period
    • Writing the Creative Brief
      Understanding the business of the client
      Identifying the right consumer
      Identifying insights about the consumer
      Coming up with THE BIG IDEA
      Identify best media to exploit the Big Idea
      Makes sure that the campaign will achieve the objectives set out by the client
    • Responsibilities of a Planner
      An expert information cruncher
      Insight miner
      Owner of the big idea
      Developing the Big Brand Idea
      Make sure that the idea sells to the consumer
      Make sure that the idea is executed most efficiently on the media
    • What should Strategy Really do
    • Difference between Account Planning and Strategic Planning
      Account Planning
      Voice of the Consumer in the Ad Agency
      Strategic Planning
      Business building
      Brand Building
      Organization Capacity Building