By, Preeti Jog

It is half a business Quarter a Profession and Quarter an art.

Ad. Agency offers specialized knowledge, skills and experience which are required to produce an effective advertising campaign. It has writers, artists, media experts, researchers, television producers, account executives.

Ist ad. Agency by Volney b Palmer in Philadelphia in 1841. Ist creative work in advertising is by Lord and Thomos in USA. AD agency is a team of experts appointed by clients to plan, produce and place advertisements is media. They are agents of Media. Commission to Accredited agencies.

One man agency or agent Accounts. Service Oriented and offer all solutions MR, PR,DM etc. Studio based agencies with freelancers. Indian Ad agencies 62 to 168 to >500 . Oldest and largest ad agencies in India. Agencies like HTA, Lintas, Ulka, O&M Satellite Agencies. HTA- Contract. LintasKarishma, Clarian- Acil.

Advertising Departments
Clint Servicing & Account Planning. Creative and Production Department Media Planning Department.

Client Servicing & Account Planning Dept. 1. A link between agency and client. 2. Planning the objectives of advertising. 3. Selecting and evaluating Research Feedback. 4. Stimulating to the rest of the team particularly creatives.

Creative and Production Department 1. Copy Writer: Contributes to the theme of an advertising. 2. Visualiser: putting thoughts on the paper with help of layout artist. 3. Creative Director: Creative energies of copy writer coordinated with design energies of visualiser.

Creative Director

Copy Chief

Visualise r

Copy Writer

Copy Writer

Copy Writer

Layout Artist.

Typograp hers

Finished Artists

Production Department 1. Delivers a complete approved ad. Copy. 2. Has several assistants. 3. Organize the work flow (copy and artwork proofs and corrections, final copy as per time schedule) 4. Some parts by free lance sources.

Accounts Executive Production Manager Typography Asstt. Photo Lettering Asstt. Photo Print Asstt. Studio (Finished Art) Mechanical Art Department (Plates to Media, Printer)

Art Buyer

Free Lancers

Media Planning Department 1. Total Budget and its allocation to various media and media vehicles. 2. Reach and Frequency of ad. 3. Size, place and publication date. 4. Finished ad. To be sent to media. 5. Getting tear off copied from the media after publication or release of ad. 6. Media planner is assisted by media researcher and media buyer.

Now a days most of ad agencies have Market Research dept., Rublic Relations Departments etc.

Comprehensive chart of a typical ad agency is:

Chief of the agency Account Executive Marketing Research Field Staff Account Supervisor s Account Assistants Creative Director Copy Writers Visualizers Production Departmen t Traffic Controller Media Controller Planner Public Relations

Buyer

Outdoor Film/TV/R adio/Print

Creaive talent 35.6% Know Client's Business 24.80% Quality People 10.90% Don't Know & Others 10.90% Clients Relationship 5.9% Organisation and Consistancy 5.9%

Integrety & Honesty 4% Talent to listen 2%

Lack of knowledge Cost Estimation Hype & Misrepresent Personnel Turnover Too much create or focus Dont meet deadlines Bad Media Buying Lack of creativity Others.

Make a Presentation on one leading ad. Agency of India under following headings: Brief History Head Office Working cities Turnover Key Accounts Some creative ads. Misc.

List of AD. Agencies 1. HTA 2. Lintas 3. O&M 4. FCB Ulka 5. Saatchi & Saatchi 6. McGAnn-Erickson 7. Contract 8. Clarion 9. Chaitra Leo Burnett 10. RK Swamy/BBDO

List of AD. Agencies 1. Mudra 2. Rediffusion DY & R 3. IB & W 4. Moulis Euro RSCG 5. Triton 6. Trikaya Grey 7. TBWA Anthem 8. MAA Bozell Communications 9. Imageads 10. Equus Advertising