Strategy at an Ad Agency
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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