Introduction to Strategy<br />
The 3 Big Functions of an Ad Agency<br />
A brand is how the consumer defines it rather than how we or the brand team defines it <br />
Flow of Information in an Agency<br />
So what does a Planner really do<br />Write the creative brief. Period<br />
Writing the Creative Brief<br />Understanding the business of the client<br />Identifying the right consumer<br />Identify...
Responsibilities of a Planner<br />An expert information cruncher<br />Insight miner<br />Owner of the big idea<br />Devel...
What should Strategy Really do<br />
Difference between Account Planning and Strategic Planning<br />Account Planning<br />Voice of the Consumer in the Ad Agen...
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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 should work

Published in: Business
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Strategy at an Ad Agency

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

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