AD AGENCY STRUCTURE

CLIENT

MEDIA CREATIVE ACCOUNT MANAGEMENT ACCOUNT

PLANNING

COPY WRITING
PLANNING,BUYING
,ART DIRECTION RESEARCH

MEDIA OPERATIONS FILM PRODUCTION PRINT PRODUCTION GRAPHIC STUDIO BILLING

ACCOUNT

S U P P L I E R
Account Management
 Client servicing
 Agency’s face to the client, taking briefs,
understanding marketing involved
 Liaison with creative and media and
coordinate work process
 Evaluation of ad and media plan,
presentaions to clients
Account Planning
 Strategic Planning
 Research
 Interpretation of consumer and advertising
research from brand’s perspective
 Marketing analysis (SWOT)
 Providing data to other departments
Creative
 Copy Writers, Art Director
 Headlines, copy and visualization and
layout
 Life line of an ad agency
 Work on campaigns as team
 Headed by art director
Media
 Planning and buying
 Planning-quantitative analysis of media
 Buying- media relations, negotiations,
operations
 Separate media agencies
 Zenith is media company for Saatchi &
Saatchi and Bates Worldwide
Briefing
 Direction for Ad Planning and creation
process
 Funneling process for creative and media
efforts rather than getting lost in all kind of
information
 Client brief-key market situation, marketing
problem ,role of advertising, advertisng goals
WORK FLOW IN AGENCY

•Brief from Client

BRIEFING STAGE •Internal briefing to creative and media
•Any research briefing if required

•Ad Campaign and Media Plan development

•Internal review and finalization
CREATION STAGE •Presentation to client and approvals
•Any pre-testing if required

•Budget and Estimate approvals

•Production of film, press ads, collaterals, etc
PRODUCTION STAGE •Media Scheduling and Media Bookings
•All release approvals for Creative and Media

•Materials dispatch to Media

•Media release monitoring
•Any post –testing if required
RELEASE STAGE •Billing and Collection
 PRODUCTION PROCESS
Press
Approved scripts and story boards Pre-Production Approved Layout
Producer selection Still photography if required
Budget approvals Artworks
Pre-production meetings b/w producer
Agency and client
System work if any
Shoot planning (set, location, models, Four color or b/w positives
Equipment etc. Production Plate making, Print proofing
Film shooting Approvals of proofs
Audio recording Final positives

Film processing
Telecine, editing, mixing,
First cut for approval
Re-editing, Final cut approval Positives to publications
Post-production
Language dubbing and mixing
telecast copes for channels
 Advertising Brief
CLIENT BRIEF

Advertising Brief

Background Creative Media

advertising brief Brief Brief
•Target audience profile •Target audience profile
•Key brand characteristics
•Key Consumer insights •Advertising Task
•Brand performance vis-à-vis
•Advertising task •Media Objective
Market performance
•Campaign Requirements •Suggest Medias
•Competitive analysis
•Brand Promise •Geographical Market
•Previous
•Substantiation of • Seasonality of sales
•Advertising of the brand
the promise •Media Budgets
and the completion
•Desired Brand Image •Duration of the campaign
•Budgets-media and
•non- media