Why do We Need Advertising Agencies?
Today’s agencies are providing total communications packages for the client brands. They
are acting as the custodians of the brands of the clients. Big agencies like JWT, O&M, and
LOWE are called full service advertising agencies because they are ONE STOP SHOP for all
services that are offered to the clients.
The value of an advertising agency, according to me, can be understood only when we go
through its services and the various dept. it has -
1. CLIENT SERVICING: Also called as “Accounts executives”. They act as a link between
the agency and clients. They suggests what the client exactly wants to the advertising agency.
They are the ones who carries the client brief and are also responsible for approvals.
2. THE CREATIVE DEPARTMENT: According to David Ogilvy, ‘the creative function is
the most important of all the functions of any advertising agency.’ Basically, this department
is the idea generator. Under the Creative Director there are a team of Copywriters and
Visualizers who arrive at the “BIG IDEA”. The copywriters, artists, art directors, radio and
television directors, researchers, constitute the creative team who are directly involved in
creating advertising messages for the clients. The creative department, because of its
importance is called as the HEART OF THE ADVERTISING AGENCY. Accordingly the
storyboard is prepared and script work is done. The final layout is sent to the client for
3. THE PRODUCTION DEPARTMENT: The production department is responsible to
convert the storyboard in to a finished layout (technical storyboard if it’s for print medium or
outdoor. However, the television commercial will be outsourced to a production house (like
Prasoon Pandey’s CORCOISE FILMS). The final storyboard is made into a technical
storyboard, before it goes for shooting.
4. THE MEDIA DEPT.: The Media Planner along with the Media manager and brand
manager/media dept. of the client prepares the final media budget and purchases additions for
print media (space buying) or purchases radio spots if it’s for Radio or purchases TV time if
it’s on television. Appropriate media mix is developed.
5. RESEARCH DEPT.: In fact Research dept. functions before and after a commercial is
made; for pre-testing and post-testing of media respectively consumer insights and brand
usages are also tested at times according to client in many situations
6. THE FINANCE DEPT (ACCOUNTING): This dept. looks after the accounts (financial
records) for the agency, which includes checking bills, making payments, cash discounts
allowed by media, collection of dues from clients, payment to staff, payment to outside
professionals like writers, producers, models, etc.
7. STATEGIC PLANNING: Strategic planning is a heart of an advertising agency. It will be
headed by VP Strategic Planning and assisted by strategic planners. These days the clients
require a well prepared advertising strategy before the design of the advertisement and hence
strategic planning has grown past 4 years. Usually MBA’s from reputed management
institutes are recruited in these dept. big agencies have a strong Strategic Planning dept.
whereas in small and medium agencies, it is handled by the creative dept. itself. The agencies
are expert in this field. They have a team of different people for different functions like
copywriters, art directors, planners, etc. The agencies make optimum use of these people,
their experience and their knowledge. They work with an objective and are very
professionals. Hiring them leads in saving the costs up to some extent.
To me, these services and dept. play an important role as they help in the sales of various
products and services. Also they’ve made a lot of products popular over the years, and
they’re ready to provide more. People who have the ability to think out of the box are a part
of this venture. I wish one day I could join their league of extravagance, what about you?
By – Saurav Basu