Explain the Functions of an Advertising Agency

FUNCTIONS OF AN ADVERTISING AGENCY

Big  agencies  like  JWT,  O&M,  and  LOWE  are  called  full  service  advertising agencies because they are ONE STOP SHOP for all services that are offered to the clients.  Today’s  agencies  are  providing  total  communications  packages  for  the client brands. They are acting as the custodians of the brands of the clients.

1.   CLIENT  SERVICING:  Also  called  as  “Accounts  executives”.  He  is  link between the agency and clients. He suggests what the client exactly wants to  his advertising agency. He is the one who carries the client brief and is also responsible for approvals.

2.    THE CREATIVE DEPARTMENT: Under the Creative Director there are a team   of  Copywriters  and  Visualisers   who  arrive  at  the  “BIG  IDEA”. Accordingly the storyboard is prepared and script work is done. The final layout is sent to the client for approval.

3.   THE   PRODUCTION   DEPARTMENT:   The   production   department   is responsible  to  convert  the  storyboard  in  to  a  finished  layout  (technical storyboard  if  it’s  for  print  medium  or  outdoor.  However,  the  television commercial  will  be  outsourced  to  a  production  house  (like  Prasoon Pandey’s   CORCOISE   FILMS).   The   final  storyboard  is  made  into  a technical storyboard, before it goes for shooting.

4.   THE  MEDIA  DEPT.: The  Media  Planner along with  the Media  manager and  brand  manager/media  dept  of  the  client  prepares  the  final  media budget   and   purchases   Insertions   for   print   media   (space   buying)   or purchases  radio  spots  if  it’s  for  Radio  or  purchases  TV  time  if  it’s  on television. Appropriate media mix is developed.

5.   RESEARCH  DEPT.:  In  fact  Research  dept  functions  before  and  after  a commercial is made; for pre-testing and post-testing of media respectively consumer insights and brand usages are also tested at times according to client in many situations

6.  THE   FINANCE   DEPT   (ACCOUNTING):   This   dept   looks   after   the accounts (financial records) for the agency.

7.   STRATEGIC  PLANNING:  Strategic  planning  is  a  heart  of  an  advertising agency.  It  will  be  headed  by  VP  Strategic  Planning  and  assisted  by strategic   planners.   These   days   the   clients   require   a   well   prepared advertising  strategy  before  the  design  of  the  advertisement  and  hence strategic  planning has  grown  past 4  years. Usually  MBA’s  from  reputed management  institutes  are  recruited  in  these  dept.  big  agencies  have  a strong Strategic Planning dept whereas  in small and medium agencies, it is handled by the creative dept itself.