13. Clients
• Clear brief
– Know your own brand
– Target market
– Single message
– Budget
– Timings
• Open to ideas
• Be honest
• Give feedback that will make a difference
Advertising is not just about words and pictures. It’s about communicating the essence of a brand, a product, a service... and more importantly, communicating it in a Creative way. The Creative department – this is where it starts. This team is responsible for coming up with an idea that delivers the communication message in a manner relevant to the target market.
Once the client is happy with the idea, we bring in the Production team. They essentially make the idea come to life. Imagine two or three people waving a piece of paper in front of you and saying, this is a poster of 5 lions, 2 pandas and 3 gorillas. Then Production’s job is to make sure they understand what texture the Creative team is after, e.g. a photo, paints, illustrative drawing, whatever and then they make it happen within budget and on time for appearance.
Production is split into two areas. We have Air Media – which handles the production of ads for television, cinema and radio. They also organise the photography for print ads. Studio handles the print side. So think anything that appears in newspapers, magazines, bus shelters, outdoor billboards and even set up files that are used on the internet eg web banner advertising, homepages, e-newsletters.
On top of that, we have Account Service and Media teams. The Account Service team is on the front line and in most contact with clients. We are responsible for selling and defending the Creative idea and then making sure the ad that gets approved as an idea is completed as a finished advertisement.
Media analyses the channels that are available to find ways that best reach the target markets while making sure what they choose is appropriate for the Creative idea. For example, there’s no point arranging a bus shelter if a television commercial is being created.
Account Service and Media work quite closely. Together we keep an eye on client budgets and making sure material is ready when necessary.
Finally, finance – now they’re the unsung heroes of the company. Often they’re forgotten because their buried in paperwork and you might not see them every day. But I assure you, they play a vital part in this entire process. They work closely with Account Service to make sure bills are paid by clients and work with Production to make sure the Advertising Agency pays bills to suppliers.
So to run through how you can play a part in an agency... here are some positions you can be.
Account Executive
Copywriter and art director
Channel Planner
Traffic – part of production. Internally they make sure all the jobs get done and meet deadlines.
Air Media Producer
Finished Artist
Financial Officer
If you want to join this industry, there are a couple of things you should be aware of. You have to have a thick skin because people will not be afraid to tell you what they think, good or bad, and you need to work well under pressure to meet daily deadlines and tight budgets.
