a look inside a communication agency - panteion university, ad & pr lab
TRANSCRIPT
Advertising agency (according to AAAA – Association of Advertising Agencies of America):“An independent business organization composed of creative and business people who develop, prepare and place advertising media for sellers seeking to find customers for their goods and services.”
Types of communication agenciesFull range service (one agency)Specialists agenciesCreative/Boutique agenciesCommunication groups (multiple agencies under a group)
The Account Management team The bond between the client and the internal agency team,
building relationships and growing the business The strategy and communication goals’ gatekeeper,
responsible for the correct briefings, de-briefings and presentations
The coordinator of all agency departments Ensures the accounts’ profitability and development
The Account Planning team (usually in larger agencies)Conductors of research and analysis to define the key target groups for each projectCreators of personas to which campaigns should aim atWriters of briefs, in cooperation with the Account Management department
The Creative team They work on particular briefs The effort is to produce ideas that are both creative and
effective as to the brief that has been given They form teams of Art Directors and Copywriters (of
different levels) or Web designers and Digital Copywriters (in Digital departments/ Agencies)
The Studio team They prepare the final artwork before that goes to printing The outcome of their work must comply with directions by
the Creative and the Production team
The Traffic team They make sure all projects are done on time – keeps the
agency’s heart beating They define timings for the Account team to give their brief
to the Creative and when the Creative must present the work to the Account team
The Production team They are responsible for the production of the campaign
(print, TV, radio, etc.) They take offers from vendors in order to find the most cost
effective for the client and the agency (correct ratio between value and money)
The Media team They form the media strategy according to the Account
team’s brief They come up with the most effective Media Plans in order
to reach the given target group They cultivate media liaisons, so as to achieve client’s goals
The Finance team They handle payment of salaries, benefits, vendor costs,
travel, day-to-day business costs and everything else you'd expect from doing business
They are also responsible for following up on client’s payments and reporting to the network (if applicable)
Fun fact: approximately 70% of an ad agency's income pays employees’ salaries.
The Human Resources team They take care of the employees’ well being, which accounts
for the agency’s well being They are responsible of hiring and letting go of personnel They organize seminars, participation of employees to
congresses, educational trips, etc. They conduct research in order to define the working
environment and propose ways to improve it
Client brief
Ac.Team
Ac.PlanningTraffic Creative
ReviewsPresentation
Client debrief
Creative corrections
Production of material
Media planning &
buying Client Approval Airing
Source: http://umdirect.com.au/digital-agency-market-overview/
Types of remuneration