ADVERTISING AGENCY SET - UP. Client Servicing Dept. … Very important Dept. Ambassadors of the Agency Only ‘contact’ / link between the Client & Agency.

ADVERTISINADVERTISING AGENCY G AGENCY SET - UPSET - UP

BOARD OFDIRECTORS

EXECUTIVEDIRECTOR

CLIENTSERVICING

ACCOUNTSMANAGER

ACCOUNTSDEPT.

COPY DEPT.

TRAINEECOPYWRITER

LANG.COPY WRITER.

ENG. COPYWRITER

COPY CHIEF

MARKETRESEARCH

DEPT.

ADMIN.

ACCOUNTSHEAD

ACCOUNTSASSTS.

PROD. DEPT.

ARTDEPT.

AUDIO -VISUAL DEPT.

AUDIO -VISUAL DEPT.

TV - HEAD & TEAM

RADIO -HEAD & TEAM

ARTDIRECTOR.

VISUALISER

JUNIORARTIST

PHOTO - GRAPHER

PROD.MANAGER

PROD.ASSTS.

MEDIADEPT.

MEDIADIRECTOR

MEDIACHIEF

MEDIAASSTS.

ACCOUNTSSUPERVISOR

ACCOUNTSEXECUTIVE

TRAINEE /JUNIOR - AE

A TYPICAL ADVERTISING AGENCY SET - UP

Client Servicing Dept. …Client Servicing Dept. …Very important Dept.

Ambassadors of the Agency

Only ‘contact’ / link between the Client & Agency

With Client - represent the Agency In Agency - represent the Client

The Origin …The Origin …Client To Account Executive

{AE}AE the ONLY CONTACT of the

ClientClient requirement =

InstructionsIn Advertising = “Brief / ing”

Client Servicing Dept. …Client Servicing Dept. …

It contacts / interacts with “all” the Depts. of the Agency – hence, must have thorough knowledge of the working and functions of the Departments

A Good Account Executive ?A Good Account Executive ?Must be:

Very good “Communicator” – listen, understand & pass - on communication effectively-

AE must UNDERSTAND the “Briefing” thoroughly – no ambiguity

AE must be able to CONVEY this “Brief” to the concerned Department in the Agency

A Good AE ?A Good AE ?

Very ‘Friendly & Social’ – get along with people – Client, Agency and Third Party

Good ‘Planner’

A Good AE ?A Good AE ?

Must believe in “Team Work”Must think & work towards the

Agency & Client’s interestAs a Team Leader must accept the

Blame for any error, yet pass on the Praise for the ‘Good work’

Must be open to ‘New Ideas’Be aware of Media trends

A Good AE ?A Good AE ?

Must NOT be unreasonable as to ‘deadlines’ to any Dept.

Ensure that the Creative Team visit the Client’s plant and understand the process

Must appreciate the work of the Creative Team

A Good AE ?A Good AE ?

Must have sufficient knowledge of printing technology

Interact & build good relationship with other Depts. of the Client

All jobs can’t be Urgent – don’t accept unreasonable deadlines

The AE should ask …The AE should ask … Why - reason ? Who - target audience ? When to reach them ? Where to reach them ? What is the time span ? How frequently to reach them ? Budget ?

Back In The Agency Back In The Agency ……Meeting with Creative Dept. – Art

& CopyCopy first – visual accordinglyRough Layouts – to AEAE to ClientClient may approve / reject /

rework in combination

Back In The Agency Back In The Agency …… Process on till Client’s approval

Meeting with Media Dept.

Media selection / recommendation / estimate

Client may approve / reject / rework

Back In The Agency Back In The Agency ……Eventually approved

Scheduling of the plan

Meeting with Production Dept.

Printing estimate

Back In The Agency Back In The Agency ……Client may approve / reject /

rework – change in paper / specifications / quantity / number of photographs {any change of specifications}

Account Executive {AE} Account Executive {AE} is the Central is the Central Hub around whom the Hub around whom the

Agency Agency RevolvesRevolves

& & EvolvesEvolves

17

RevolvesRevolves

Procure new assignments and all the Departments get

to work – kept busy

EvolvesEvolves

Procure new / more assignments and the

Agency grows …

So does the AE

With Client …With Client …The layouts / media estimate /

production estimates - reworked till Client is satisfied

Client approves them

Get Client’s approval & signature on layout, and estimates – gives authenticity

Back In The Agency Back In The Agency ……Approval given to the

respective Depts. to go ahead

Final artwork – Art Dept.

Copy to check the copy

Client’s approval and signature on Final artwork

Back In The Agency Back In The Agency ……Advts release in Media as per

media scheduleRelease Order { R.O.} to media

to publish / release the advertisement as per instructions – date, page number, etc.

Back In The Agency Back In The Agency ……Advts release in Media as per

media scheduleRelease Order { R.O.} to media

to publish / release the advertisement as per instructions – date, page number, etc.

Back In The Agency Back In The Agency ……Advts released in Media as per

R.O.

Media Dept. to make bill and attach ‘Voucher Copy’ as proof of release

Photograph of Hoarding as proof of release

Back In The Agency Back In The Agency ……Production Dept. undertake

printing as per the specification of the approved estimate

Delivery to Client with proper Challan – P.O. / Letter / Reference number

Obtain GRR / GRN on Challan

Back In The Agency Back In The Agency ……Production to make Bill {far as

possible attach copy of printed matter to bill}

All bills checked by Accounts Dept.

Handed to AE

Back In The Agency Back In The Agency ……AE to Client

AE to follow Client for payment

AE should know the ‘System’ at Client’s end for follow up and faster recovery of money

AE’s job NOT over till payment is received

A Good AE ?A Good AE ?

Some important things to remember when

visiting a Client

A Good AE ?A Good AE ?

Understand the Services the Agency can offer

Interact with colleagues about the Client – to offer better service

A Good AE ?A Good AE ?

Client may not be familiar with Advertising terms / jargon – try to educate him

Be proactive – a news item, something heard

A Good AE ?A Good AE ?

Get to know as much as possible about the Client – likes / dislikes

Be structured and brief in your discussion

A Good AE ?A Good AE ?

Be punctual

Dress neatly – reflects your Agency

Listen to the Client - understand his requirement – reconfirm

A Good AE ?A Good AE ?

Do not over commit

Plan your actions and follow up

Be prompt in your Call / Service Report

Follow up for payments

Ten Commandments …Ten Commandments …

1. Return Client’s call immediately

2. Send Contact Report regularly

3. Don’t make false promises

Ten Commandments …Ten Commandments …

4. Check & double check all material & bills

5. Trust your colleagues

6. Don’t take things for granted

7. Be prepared for ‘anything’

Ten Commandments …Ten Commandments …

8. Take the initiative

9. Don’t be afraid to ask for help

10. Job is NOT over till the payment is received from the Client

Copy Dept…Copy Dept…

Write copy for Advertisements Hoardings Printing matter Radio Television Anything else

Art Dept…Art Dept…

Create visuals / artwork for advertisements on the basis of the written text of the Copy Dept.

Visualising …Visualising … Creating the ad as per the Copy –

thus understand the language and message

Link of Copy & Visual Ability to picturize the advt. in

Newspaper / TV / Outdoor / Print

Model Model Coordinator …Coordinator …

Maintain profiles of Models, and their details – category, price, availability, etc.

Media Dept…Media Dept…

Maintain PR & Good Rapport with the Media Vehicles – Newspapers & Publications, Hoarding Contractors, Radio Stations & TV Channels, etc.

Media Dept…Media Dept…

Must have rates and other details of the Media Vehicles – Newspapers & Publications, Hoarding Contractors, Radio Stations & TV Channels, etc.

Media Dept…Media Dept…EstimatePlan ScheduleReleaseFollow upBill – Client / MediaHandle Press ConferencesPR Dept. of the Agency

Production Dept…Production Dept… Looks after all the Printing jobs of

the Agency for the Client Must have rates and other details

of various suppliers like – Printers, Processors, Paper Merchants, Binders, etc.

Production Dept…Production Dept…EstimatePlan SchedulePurchase / PrintPhysical Supply / DeliverFollow upBill – Client / Suppliers

Other Depts …Other Depts …

Audio Visual – actual shooting, editing, and making the ‘finished product’ as per the approved “Story Board”

Other Depts …Other Depts …

Coordinating with the various suppliers and personnel like camera men, light men, etc.

Other Depts …Other Depts …

Market Research - MBA Accounts – B.Com HR / Personnel Administration