A look inside a communication agency - Panteion University, Ad & PR Lab

Ad & PR LabPanteion University

Hello once again

Today we’ll open the doors of an ad agency

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.”

Full range communication

agency

ATL Digital

BTL

PR

Media

Production

Communication sectors

Research

Types of communication agenciesFull range service (one agency)Specialists agenciesCreative/Boutique agenciesCommunication groups (multiple agencies under a group)

Agency examples

Agency teams diagram

And in a digital agency version (or a digital branch of a group)

The teams (analysis works for any kind of agency)

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

A brief’s journey

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

1story blog(http://1story.tumblr.com/)

Thank you