Role of Agency

8/9/2019 Role of Agency

1/21

SM526

Marketing Communications and Advertising

Workshop 2

Role of Agency & the itching rocess


2/21

Aim

Describe how agencies manage operations and useresources to meet client needs

Pitching

Briefing

StructureReview

Role of account planners and managers

Relationship management


3/21

Agency !ypes

Full service Direct Marketing

Creative ot Shops

Sales Promotion

Media Bu!ing ouses Design Studios

PR

Sector Specialist e"g" Finance# igher $ducation


4/21

Common Agency Mi"

%elemarketingDirectMarketing

Promotional

Marketing

FieldMarketing

&dvertising Point of Sale

Sponsorship' $vents

MediaRelations

PR

Research

Social (

Digital Publications


5/21

#ey Roles of an Ad Agency

Business partner Communications consultant

)oice of the consumer

Custodian of the brand

$ntertainment co*ordinator+

Fall gu!+


6/21


7/21

Roles ithin the Agency

Account Management $ Represents client inagenc! and agenc! with client" Co*ordinator# teamleader# administrator" Central point of contact"Scapegoat+

Account lanning $ 2nderstands consumer# trendsand influences" &nal!ses market(competitors"Provides focus" 3atches and directs creativedevelopment" Monitors ads against ob4ectives set"

Media lanner'(uyer $ 2nderstands mediamarket" 5nows how to define and reach targetconsumer"


8/21

Roles Within the Agency

Creative !eam $ Small * &rt Director and Cop!writer"%ranslate brief into advertising" Break rules" Sometimes

mad# sometimes brilliant" Protective of ideas" Can be ver!wealth!+

rint roduction & !raffic $ $nsure creative completedon time ' approved" $nsure work reaches contractors ontime" 5now all about printing# technolog!# t!pograph! etc"6egotiating and controlling production costs

!% roduction $ $ver! aspect of %)# radio and cinema

production" 7iaise with creative team" Co*ordinate processfrom script to transmission" Production detail# estimates#cost control etc


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Agency Remuneration

)arious fee structures8

Media percentage 9:; * 9


10/21

)o !o Choose An Ad Agency

*ssues to +e considered

&genc!>s reputation /creativit!# achievements# effectiveness#awards0

7evel and st!le of service

&ccount team

Billing arrangements

6etworks and links /especiall! multinationals and globalbrands0

3ho other clients are * possible conflict(s of interest

Reasons for revie $

$?isting relationship ma! be stale /new ideas(fresh outlook0 Relationship deteriorates /personalit! clashes(changes in

team0

6ew business(market opportunities


11/21

,n$going Responsi+ilities ,f -e Account ."ec

Competitor Revie

Photographing window posters of fast food restaurants ' soft drinks"

1nvestigating what promotions other brands have launched

(everage Report

Collating information from trade press that helps account team keepaware of what else is going on

Status !racking

Sending weekl! updates of the status to the client" &lso useful forteam as highlights where the! are and what needs to be done

rimary School

$ver! third week a da! is spent at a primar! school as a classroomassistant" elps agenc! to gain insight into how children behave


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itching rocess $ Client %ie

Client contacts &d &genc! Register /&&R0 provides initial list ofagencies based on info from client

Client reviews initial list * credentials# case histories etc

Shortlist of relevant agencies /@*A0 and chemistr! meetings

Client formall! briefs agencies * strategic or live brief with plannedcampaign at end" Confidentialit! agreements signed

&gencies present pitch document * ma! include creative work#strateg!# branding etc" &lso present proposed account team# strateg!for managing account# initial cost(billing proposal

Pitches compared b! client" &gencies ma! be re=uired to do morework * could be number of stages"

nce decision is made * formall! emplo! agenc!# encourage

relationship building up*front and ma! inform industr! media


13/21


14/21

!he Creative (rief

Background to campaign

&d ob4ectives %arget audience

Product(Servicespecification

Single minded proposition

Support information Desired Response /think#

feel# do0

Creative guidelines

Mandatories* st!le

guidelines Budget(timing

&ccount managers musttranslate brief into brief

for creative team * ensurefocus

Creative work

Client comments

Research

Pre*production *estimates# casting#locations# sets etc

Production * shoot#photograph!# illustration#

artwork etc Client approvals * with

research

Runs

Further research


15/21

!he Media (rief

Produced at same time as creative brief or as part of overallbrief if full*service agenc!

Same elements included without creative elements" Campaigntiming particularl! important

Media planners need to produce integrated campaign planwith all media being used fitting together around campaignlaunch date>

Client needs to ensure integration continues with activit! the!control * PR# internal communications# sales information#

telesales# resourcing# trade communications

Marketing Communications 1ntegration improves performanceof all individual items


16/21

)o !he Agency (rings *t Alive

3here do we want to connect with the audience

3hat frame of mind should the target audience be in

ow should we connect with consumers

3hat media should we use

3hat are the most appropriate connection points for solving thisproblem


17/21

Media lanning

Media Planners attempt to deliver messages through variet!of media which fit reading(viewing habits of target audience *

at lowest possible cost"

. ma4or decisions

E Choice of media /broad range e"g" outdoor0

E Choice of vehicle /narrowed down e"g" bus stop0

E 3hen the message is conve!ed

Comple?

* Sie ' dispersion of target audience

* )ariet! of available media* $ffective fre=uenc!

* Media effectiveness

* %iming ' scheduling


18/21

Media Concepts

Reach and coverage

Fre=uenc!

%S(%)(%

Duplication

$fficienc!

Media Considerations

ow much space

3hen is the space booked for

ow fle?ible is !our schedule


19/21

)o !o .nsure /ood Agency Relationship

ave clear understanding of remuneration and costs

&gencies should add value# let them become part ofmarketing team

1nvolve them earl! in pro4ect %he! can give alternative view * not as close to

market

,ive clear briefs for each pro4ect

&gree deadlines

Prepare planning calendar working back from launchdate


20/21

-ecessary Skills

%ime management

*prioritising

*keeping on top of the workload

Self motivation

*little supervision needed

*finding work during =uiet periods

&ttention to detail

Presenting skills

&dapting to !our audience

Behaving appropriatel! with colleagues and clients


21/21

What *s *t Really 0ike1

Chaos8 6o stead! workload E manic or reall! =uiet * never in between

*n at the deep end8 7ot of responsibilit! from start * !ou need to learnfast

%aried8 6o two da!s the same * work is rarel! repetitive

-ot all lunches and ollies8 People mistakenl! think marketing andadvertising are about going out for lunch# claiming it back one?penses and going on glamorous trips E !ou actuall! have to dosome work+

3un4however# some opportunities do arise including parties# filmpremiers# photo shoots# %) shoots and champagne receptions

Role of Agency

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