Tổng quan về cách vận hành của 1 Agency từ Ogilvy

1. The Ad Agency Process

2. The Departments

3. The Departments
Account Management
/ Client Servicing Dept.
Creative Department
Production Department

4. The Departments
Account Management / Client Servicing Dept.

5. Account Management / Client Servicing Dept.
Client Servicing
Communication
Strategies
Creative Brief
Generation
Client Liaison
Presentation
Development
Follow-Ups

6. The Departments
Creative Department

7. Creative Dept.
Creative
Copy Art

8. Creative Dept. - Copy
Copy
Conceptualization Creative Writing
Content
Development
TVC Script
Generation &
Supervision

9. Creative Dept. - Art
Art
Visualization
Design &
Illustration
Layout
Execution
Photo Shoot
Supervision

10. The Departments
Studio Department

11. Production Dept.
Production
DTP Operators Photoshop Artist Proofreader
Production Manager

12. Production Dept.
Studio
DTP
Operation
Image
Processing
Adaptation Artwork
Print
Coordination

13. The Creative Brief

14. Components of a Creative Brief
1. Why is this brief here? (Background / Objective)
2. Who are we trying to influence? (Target Group)
3. What do we want them to DO as a result of this communication?
4. How do we expect communications to work towards achieving this?
5. What are we trying to convey? (Proposition)
6. What will help people to KNOW this? (RTBs)
7. What will help people to FEEL this? (Emotional Takeaway)
8. Mandatories
9. Channels

15. The Workflow

16. The Work Flow
1
• Marcom Brief
• Shared by client
2
• Creative Brief
• Developed by Servicing
3
• Creative Development
• Conceptualized by Creative
4
• Client Approval
• Given by Client
5
• Internal Approval
• Done by Servicing, Creative, and Studio
6
• Artwork
• Done by the Production Team

17. The Internal Approval

18. Internal Approval
Art
• Logo checked
• Font checked
• Colour consistency
• Art rev. incorporated
• Keyline checked
Copy
• Copy checked
• Copy revisions incorporated
Proof
• Proof read
• Client name & address/
contact panel checked
Servicing
• Client approved
• Logo & address checked
• Size checked
• Brand guideline adherence
Studio/Production
• Size checked
• Link files & fonts checked
• Image resolution checked
• File format checked