The document discusses the workings of advertising agencies, including their departments like account services, creative, production, and media buying. It also explains the different types of agencies and what it takes to work at an agency, noting that employees must be prepared to work long hours and go beyond the walls of the agency. The last part of the process for a full service agency is presenting the final work to the client for approval and payment.

1. THE WORKINGS OF
ADVERTISING AGENCIES
Chao-Hui Yin Yu-Fan Huang Karen Beserra Chien-Hung Lee Yueh-Hsun
Lee

2. A firm that specializes in the creation, production,
and placement of communications messages.
ADVERTISING AGENCY
(AD AGENCY)
Traditionally
Focused on planning
and organizing only
advertising programs
Currently
Involved in all manner
of IMC work. Including:
Public Relations
Digital Marketing
Sales Promotion

3. IMC ADVERTISING IS A
BIG BUSINESS
US ad agencies generated $43.6 Billion in revenue in
2014
• Only approx. 27% came from traditional services
• 39.7% came from digital marketing alone
• Top 300 companies billed 66% of revenue
• Top 10 companies billed 20%
Over 15,000 ad agencies worldwide
• Most of these have 10 employees or less

4. SO WHAT
MAKES UP
AN AD
AGENCY?
Many people think they have an idea of what an
advertising agency is, or what they do.
Usually this idea is
formed from the media.

5. • Account Services
• Account Planning
• Creative
• Production
• Finance and Accounts
• Media Buying
DEPARTMENTS AND
FUNCTIONS OF
MOST MODERN
AGENCIES

6. ACCOUNT SERVICES -
THE MIDDLEMEN BETWEEN
AGENCY AND CLIENT
Account
Executives
Meet with clients
Communicate
client’s wishes to
other departments
Serve as
client/agency
liaison for small
number of
accounts
Account
Supervisors
May only be found in
larger agencies
Oversee all executives
on a larger number of
client accounts
Makes sure each of
their accounts are
running smoothly
May sit in on
important meetings
only
Account
Directors
Oversee department
Make sure all
accounts are handled
appropriately
Not typically involved
in day to day tasks
but may:
Handle an
important pitch
Assist on a special
account

7. ACCOUNT PLANNING
Combines consumer research with strategic thinking.
Helps
• Plan overall
campaign strategy
needed to best serve
clients goals
• Judge if individual
proposed
campaigns will meet
client's stated goals
• Make sure all current
campaigns are
cohesive
• Understand and
interpret consumer
feedback and use it
to suggest changes
to current strategy

8. • Art Director - Designs visual aspects of ads, media,
brochures, etc.
• Copywriter - Creates the verbal aspects of ads, media,
brochures, etc.
• Graphic Designer or Studio Artist - Have more specialized
knowledge in a given area
• Creative Director - Oversees department. Typically inspects
all work before presented outside of the department
CREAT
IVE
Art Directors and Copywriters typically work in pairs or small teams to
create the initial idea. Graphic Designers and Studio Artists help turn
the initial concept into a layout or storyboard for presentation.

9. • Hires all outside agencies
such as
• Directors/Photographers
• Actors/Models
• Printers/Engravers
• Assists in choosing
locations
• Handles any problems or
details that arise during
production
PRODU
CTION
Turn approved ideas into its given medium.
Because most agencies do not create the fina
product in-house, production:
• Makes sure that the
project is completed on
budget
• Liaisons with both
creative and account
services to make sure
product is true to the
approved concept

10. FINANCE &
ACCOUNTS
• Large agencies: employing administrative,
managerial, and clerical people to execute
• Smaller agencies: only one or two people handling .
• Handling the "Money".
• Responsible for billing the client and handling
payment of salaries, benefits, vendor costs, travel
and everything else you'd expect from running
business
• Overseeing all money coming into, and going out of,
the company. Being lucrative.

11. MEDIA
BUYING
• Procuring the advertising time and/or space
required for a successful advertising campaign.
• Such as TV and radio time, outdoor (
billboards), magazine and newspaper
insertions, internet banners (like Google Ads)
and anywhere else an ad can be placed for a
fee.
• In 2016, Super Bowl spots cost a company up to
$5 million for 30-second

12. LARGER AGENCIES
MIGHT ALSO HAVE:
• Human Resources & Facilities: recruiting
talented employees
• Research: conducting market researches on
products or services
• Web development: digital and interactive website
development providing clients with assistances
in B2B or B2C business
• Traffic: A department responsible for the
coordination of all phases of production

13. TYPES OF
AGENCIES
• Full Service - offering a full range of marketing,
communications, account planning, account
management and promotions services,
including planning, creating, and producing the
advertising; performing research; and selecting
media. (Ogilvy&Mather, IDEO or Leo Burnett
• Specialist Advertising Agencies: undertaking
advertising work only in certain area such as in
publicity or only in point-of-purchase material
etc.

14. 2 COMMON
TYPES OF
SPECIALIST
AGENCIES
• Creative Boutiques:
• Specializing in just the creative services, leaving
it up to the client to handle all other areas
• Less expensive and provide faster materials
• Media Specialist Companies:
• Specializing just in the media buying process,
particularly television and radio time (like
Starcom, MediaVest Group& OMD Worldwide)

15. • Execs pitch
• Account Service
• Creative
• Production
WORKINGS
OF FULL
SERVICE
AGENCY

16. WORKINGS
OF FULL
SERVICE
AGENCY • Pre-executed preparation
• Creative Advertising
• Brand Strategy Service
• Measurement and
Analytics
• Experiential Marketing

17. • Produce the final work
• Production: Detail oriented, project deadline.
• Creative: Copywriters, Art Directors & Campaign
• Media Buying: TV, Radio, Print, internet, etc.
WORKINGS
OF FULL
SERVICE
AGENCY

18. UT WISI ENIM AD MINIM VENIAM, QUIS NOSTRUD
• Present to the client
• Work release
• Agency monitor success
• Bounce Rate Report
WORKINGS
OF FULL
SERVICE
AGENCY

19. UT WISI ENIM AD MINIM VENIAM, QUIS NOSTRUD
• Payment
• Commission
• Fee
• Cost-Plus
• Incentive-Based
WORKINGS
OF FULL
SERVICE
AGENCY

20. IF YOU WANT
TO WORK AT
AD AGENCY
Say Goodbye to
Regular 9-5 Hours
Talk to people
who work there,
or who have
worked there.
Clean your social
house.
Go Beyond the
Walls of the
Agency
Advertising is the
art of winning
people over.

21. IF YOU WANT
TO WORK AT
AD AGENCY
• Say Goodbye to Regular 9-5 Hours
Be prepared for long nights, weekends
and a whole lot of rejection.
• Talk to people who work there, or who
have worked there.
Their experience can help you to adapt
to the energetic and competitive
environment.
• Clean your social house.
If you want to work in social media at an
agency, make your personal accounts
public, and tidy up your pages.

22. IF YOU
WANT TO
WORK AT
AD
AGENCY
• Go Beyond the Walls of the
Agency
A well-furnished mind is a good
advertising brain. The best agencies
will expect you to fill yours with
experiences that will benefit the
work.
• Advertising is the art of winning
people over.
it's the art of understanding.

23. Q&A
Which is the last process of
working in the full service?
A.Account Planner
B.Work Release
C.Payment
D.Media Buying
.
Which is the last process of
working in the full service?
A.Account Planner
B.Work Release
C.Payment
D.Media Buying
.

24. Q&A
Which of following is a
service provide by Brand
Strategy Service?
A.Consumer behavior
research
B.Brand Identity and
position
C.Product launch
D.All of above
.
Which of following is a
service provide by Brand
Strategy Service?
A.Consumer behavior
research
B.Brand Identity and
position
C.Product launch
D.All of above
.

25. Q&A
A Full-Service Agency will
offer which of the following
services:
A.Producing the
advertising
B.Account planning and
management
C.planning, creating,
and producing the
advertising
D.Selecting Media
E.All of them
A Full-Service Agency will
offer which of the following
services:
A.Producing the
advertising
B.Account planning and
management
C.planning, creating,
and producing the
advertising
D.Selecting Media
E.All of them

26. Q&A
If you want to work at an
agency, what condition you
might face?
A.Say Goodbye to
Regular 9-5 Hours.
B.Go Beyond the Walls
of the Agency.
C.Clean your social
house.
D.All of above.
.
If you want to work at an
agency, what condition you
might face?
A.Say Goodbye to
Regular 9-5 Hours.
B.Go Beyond the Walls
of the Agency.
C.Clean your social
house.
D.All of above.
.

27. Q&A
Which of the following is
not a role in the Account
Services Department?
A.Account Executive
B.Account Planner
C.Account Supervisor
D.Account Director
.
Which of the following is
not a role in the Account
Services Department?
A.Account Executive
B.Account Planner
C.Account Supervisor
D.Account Director
.