SlideShare a Scribd company logo
What do you think this is ?
In the next slides we’ll see :
• How an advertising agency is organised
• Positions we will focus on in a marketing department
• The way agency staff and client marketing departement
  people cooperate
• Introduce the organisation of a branding agency
• How branding agency team gets integrated with client
  marketing departement people
• The added value of a branding agency (VS advertising agency)
• Who does what in a branding agency
• In wich case is it better to chose a branding agency
• Why is it better working with branding agency


                                                             brandeo
• Account executives (AE)   MARKETING STAFF
• Account managers (AM)
• Team account managers
  (TAM)
• Account directors (AcD)
• Managing director (MD)

• Art excutive (ArE)        CREATIVE STAFF
• Art director (AD)
• Creative director (CD)



                                              brandeo
•   Head of marketing (HM)
•   Product category managers (PCM)
•   Product managers (PM)
•   Head of communication (HC)
•   Communication manager (CM)
•   Retail manager (RM)
•   Market reaserch (MR)




                                      brandeo
RM




            PCM
HM




                             AM/AE

           PM/CM
     MR             TAM/AM   AM/AE




                                     MD
      MR
           PM/CM   TAM/AM
                             AM/AE
HM




                             AM/AE
             PCM




     RM

                                          brandeo
•   Branding advisor (BA)      MARKETING STAFF
•   Sr branding advisor(SBA)
•   Stratrgic planner (SP)
•   Managing director (MD)

• Art excutive (ArE)           CREATIVE STAFF
• Art director (AD)
• Creative director (CD)




                                                 brandeo
MR
                        PM/CM
                 MR
                                PM/CM

          BA/SBA                        SP
HM




                                              MD
               BA/SBA
     HM




                                         SP
                          PCM


            RM                    PCM
                 RM



                                                   brandeo
(Senior) Brand Advisor           Strategic Planner
   – Collect internal              – Collect external data
     information                   – Aware of competitor
   – Gives added value to            activities
     data provided by SP           – Benchmarking
   – Brings change                 – Provides strategic
   – Help the brand improve          informations and
     it’s business and achieve       guidelines to SBA
     marketing &
     communication goals




                                                             brandeo
• If you don’t know why final consumer would buy your
  product in stead of your competitor’s
• if you agree that marketing your brand is important to
  improve your business
• If you wish that the final consumer thinks about your
  brand first and makes it his prefered one
• if you are having issues to converge into a coherent
  brand communication




                                                       brandeo
• Then make one step forward
• You need a branding agency services




                                        brandeo
Branding agency will:
•   Set up your brand architecture
•   Advise your marketing team in goals achievement
•   Give you a homogeneous brand commiunication
•   Provide you unparalelled solutions to get in touch with
    your core audience




                                                              brandeo
HM




                                          MR




              RM
                        BA/SBA
                                 PCM



              PM/CM
                       SP




                       MD




           EXT DATA                     EXT DATA
          COLLECTION                   COLLECTION
brandeo
This is a portrait !




                       brandeo
www.brandeo-tn.com       Join us on:
conseil@brandeo.com.tn   Twitter, follow our feeds @BrandeoLabs
Tel : +216 71 66 24 80   Facebook fan page
Fax : +216 71 23 53 76   Facebook groupe officiel

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Advertising agency vs branding agency

  • 1. What do you think this is ?
  • 2. In the next slides we’ll see : • How an advertising agency is organised • Positions we will focus on in a marketing department • The way agency staff and client marketing departement people cooperate • Introduce the organisation of a branding agency • How branding agency team gets integrated with client marketing departement people • The added value of a branding agency (VS advertising agency) • Who does what in a branding agency • In wich case is it better to chose a branding agency • Why is it better working with branding agency brandeo
  • 3. • Account executives (AE) MARKETING STAFF • Account managers (AM) • Team account managers (TAM) • Account directors (AcD) • Managing director (MD) • Art excutive (ArE) CREATIVE STAFF • Art director (AD) • Creative director (CD) brandeo
  • 4. Head of marketing (HM) • Product category managers (PCM) • Product managers (PM) • Head of communication (HC) • Communication manager (CM) • Retail manager (RM) • Market reaserch (MR) brandeo
  • 5. RM PCM HM AM/AE PM/CM MR TAM/AM AM/AE MD MR PM/CM TAM/AM AM/AE HM AM/AE PCM RM brandeo
  • 6. Branding advisor (BA) MARKETING STAFF • Sr branding advisor(SBA) • Stratrgic planner (SP) • Managing director (MD) • Art excutive (ArE) CREATIVE STAFF • Art director (AD) • Creative director (CD) brandeo
  • 7. MR PM/CM MR PM/CM BA/SBA SP HM MD BA/SBA HM SP PCM RM PCM RM brandeo
  • 8. (Senior) Brand Advisor Strategic Planner – Collect internal – Collect external data information – Aware of competitor – Gives added value to activities data provided by SP – Benchmarking – Brings change – Provides strategic – Help the brand improve informations and it’s business and achieve guidelines to SBA marketing & communication goals brandeo
  • 9. • If you don’t know why final consumer would buy your product in stead of your competitor’s • if you agree that marketing your brand is important to improve your business • If you wish that the final consumer thinks about your brand first and makes it his prefered one • if you are having issues to converge into a coherent brand communication brandeo
  • 10. • Then make one step forward • You need a branding agency services brandeo
  • 11. Branding agency will: • Set up your brand architecture • Advise your marketing team in goals achievement • Give you a homogeneous brand commiunication • Provide you unparalelled solutions to get in touch with your core audience brandeo
  • 12. HM MR RM BA/SBA PCM PM/CM SP MD EXT DATA EXT DATA COLLECTION COLLECTION brandeo
  • 13. This is a portrait ! brandeo
  • 14. www.brandeo-tn.com Join us on: conseil@brandeo.com.tn Twitter, follow our feeds @BrandeoLabs Tel : +216 71 66 24 80 Facebook fan page Fax : +216 71 23 53 76 Facebook groupe officiel