10 function of dept in ad agency


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10 function of dept in ad agency

  1. 1. The Function of the Departments in Advertising Agency Novrita Widiyastuti, S.Sos
  2. 2. Function of the basic Advertising Agency <ul><li>The basic ad agency consists of: </li></ul><ul><li>The account handling department </li></ul><ul><li>The creative department </li></ul><ul><li>The media department </li></ul><ul><li>The production department </li></ul>
  3. 3. Account Handling/ Account Management <ul><li>Is pivotal as the relationship of the agency with the client revolves around it. </li></ul><ul><li>It include liaison with the client to discuss needs and wants and so interpret them for the various agency department </li></ul><ul><li>Responsible for initiating assignments within the agency, providing deadline, outlining budgets and ensuring that work is consistent with strategy before the ad campaign is presented to the client </li></ul><ul><li>Account Director, Account Planner, Account Executive </li></ul>
  4. 4. Account Director <ul><li>Has the presence to deal with senior members of the client’s management, including the marketing director and other board members right up to the chief executive, chairman or managing director </li></ul><ul><li>Controls and manages the account to ensure that strategies are converted into a practical advertising campaign </li></ul>
  5. 5. Account Planner <ul><li>Account planning is a process of discovery that lets the agency understand more about the brand and more about the consumer’s relationship with the brand </li></ul><ul><li>The main role is to convert the client brief into creative and media briefs </li></ul><ul><li>Ensuring that any action taken by the agency is not jeopardising the positioning of the product or brand, and concentrates on the long-term development of the brand </li></ul>
  6. 6. Account Executive <ul><li>The entry position in most agencies is a junior AE or AE. </li></ul><ul><li>An AE is the go-between for day-to-day contact between the two parties. </li></ul><ul><li>AE should issuing written reports after every meeting (contact/call report) </li></ul><ul><li>These call report record every important client-agency meeting and the client’s approval of each step in the relationship. </li></ul><ul><li>Items to be submitted for approval include schedules, copy, layout, artwork and proofs. </li></ul><ul><li>AE should be dynamic, adaptable and have loads of initiative. Good AE are much, much more than “bag carriers” </li></ul>
  7. 7. Creative Department <ul><li>Is one of the most important in establishing the reputation of the agency </li></ul><ul><li>Creative Director, Copy Chief/ Copy Writer & Art Director </li></ul><ul><li>“Be a sponge”-go and soak up as much information as you can </li></ul>
  8. 8. Creative Director <ul><li>CD have usually risen through the agency structure from copywriting or art director </li></ul><ul><li>CD’s role is to find the means of communicating the benefits and advantages of companies, goods and services based on the campaign and advertising briefs. </li></ul><ul><li>The brief may also be the result of brainstorming session involving a number of the agency staff </li></ul><ul><li>Responsibilities: to improve the agency’s creative output, lead and inspire the creative team, present concepts to clients and help persuade them to buy the ideas </li></ul>
  9. 9. The Elements of creative brief <ul><li>… </li></ul>
  10. 10. Plans and review boards <ul><li>The agency might establish a plan board consisting of the heads of the account handling team, the creative department and the media department, to consider the new account. </li></ul><ul><li>A review board consist of agency personnel who have had nothing to do with the campaign, so they can offer an objective view of the final presentation </li></ul>
  11. 11. Copywriters <ul><li>The most important ability requirement is the ability to write -not to copy what others write, but to create original, fresh ideas . </li></ul><ul><li>Copywriters are usually teamed with art director, they solve problems together, sharing the job of coming up with pictures and headlines </li></ul><ul><li>What the culture of the brand is, what ads have been done already, what kind of ideas are appropriate for the brand and what other brands in the same category are doing. </li></ul>
  12. 12. Art Director <ul><li>AD are expected to have practical typographic, layout and design skills, latest techniques and technology </li></ul><ul><li>Many young AD start as visualiser, rendering layout for Sr.AD and producing mock-ups of ads for client to approve </li></ul>
  13. 13. Media Department <ul><li>The Media department is split into three areas: </li></ul><ul><li>Media research </li></ul><ul><li>Media planning </li></ul><ul><li>Media buying </li></ul><ul><li>The bigger the billing, the bigger the workload and hence the number of people needed to handle it </li></ul>
  14. 14. Media researcher <ul><li>Agencies have experts who can work through all of the data available on the media, these people are media researcher </li></ul><ul><li>The media researcher make comparison between one medium and another to determine if one is better than another (known as intramedia comparisons) </li></ul><ul><li>Has to analyse all the available evidence to allow the media planner to decide where advertisement and commercials should be placed, based on opportunities to see (OTS) or hear (OTH) by the target audience </li></ul>
  15. 15. Media Planner <ul><li>The media planner takes the statistical research taken by the media researcher as the basis for deciding which medium, will be the most appropriate to carry the advertising </li></ul><ul><li>The media planner produces the media schedule, which is presented to the client by the account handler </li></ul><ul><li>They also have a timetable to show actual scheduling by month, week commencing as well as actual date and broad indication of time of the day </li></ul>
  16. 16. Media buyer <ul><li>The final part of the process for the media department is actually to buy the space or air-time. </li></ul><ul><li>Media buyer is the person who has responsibility to buy these space and air-time with maximum discount for agency </li></ul>
  17. 17. Production Department <ul><li>The responsibility of the production department is make sure that everything that is needed to produce the final advertisement is prepared, cost effectively to the highest quality and then delivered to the right place at the right time and in the right format </li></ul><ul><li>As much of the work is carried out by freelance and other external suppliers (such as process house, printers and design and artwork studios) </li></ul><ul><li>The role of the production dept is to co-ordinate these services so that they meet the deadlines and quality standards set by the agency </li></ul><ul><li>The production dept. is controlled by the production manager who will have at least one traffic controller . </li></ul>
  18. 18. Assignment <ul><li>Pilih satu posisi/depatment di Ad Agency yang paling kamu sukai (Account Executive, Copywriting, Art Director, Media Planner, Media Buyer, Production) </li></ul><ul><li>Cari 1 orang agency yang sesuai dengan jabatan kamu tersebut, interview mereka dengan pertanyaan yang telah ditentukan </li></ul><ul><li>Syarat pemilihan orang yang diinterview: </li></ul><ul><li>Telah bekerja pada posisi tersebut minimal 5 tahun </li></ul><ul><li>Saat ini bekerja di Agency yang telah ditentukan </li></ul>
  19. 19. Assignment <ul><li>Tuangkan hasil interview kedalam paper, minimal 2 halaman A4 , spasi 1,5, font verdana/arial ukuran 11 </li></ul><ul><li>Sertakan juga: </li></ul><ul><li>Alasan kenapa kamu memilih posisi di department tersebut </li></ul><ul><li>Foto kamu bersama beliau atau kartu nama beliau yang disertai dengan tanda tangannya </li></ul><ul><li>Deadline: Final Test (dikumpulkan bersama tes) </li></ul><ul><li>Score: 60% dari Final Test </li></ul><ul><li>Email: novritawidiyastuti @yahoo.com </li></ul>
  20. 20. Draft of Paper <ul><li>Name: </li></ul><ul><li>Position: </li></ul><ul><li>Advertising Agency: </li></ul><ul><li>Working Experience: … years </li></ul><ul><li>Why I interest this position in advertising agency like him/her </li></ul><ul><li>Roles </li></ul><ul><li>Responsibilities </li></ul><ul><li>Special skills </li></ul><ul><li>Advantages and disadvantages </li></ul><ul><li>Additional Stories </li></ul><ul><li>Photo or Business card+signature </li></ul>