AD AGENCY STRUCTURE

CLIENT

MEDIA CREATIVE ACCOUNT MANAGEMENT ACCOUNT PLANNING

MEDIA OPERATIONS FILM PRODUCTION PRINT PRODUCTION GRAPHIC STUDIO BILLING ACCOUNT

S U P P L I E R

PLANNING,BUYINGCOPY WRITING

,ART DIRECTION RESEARCH

Account Management

Client servicing Agency’s face to the client, taking briefs,

understanding marketing involved Liaison with creative and media and

coordinate work process Evaluation of ad and media plan,

presentaions to clients

Account Planning

Strategic Planning Research Interpretation of consumer and advertising

research from brand’s perspective Marketing analysis (SWOT) Providing data to other departments

Creative

Copy Writers, Art Director Headlines, copy and visualization and

layout Life line of an ad agency Work on campaigns as team Headed by art director

Media

Planning and buying Planning-quantitative analysis of media Buying- media relations, negotiations,

operations Separate media agencies Zenith is media company for Saatchi &

Saatchi and Bates Worldwide

Briefing

Direction for Ad Planning and creation process

Funneling process for creative and media efforts rather than getting lost in all kind of information

Client brief-key market situation, marketing problem ,role of advertising, advertisng goals

WORK FLOW IN AGENCY

BRIEFING STAGE

CREATION STAGE

PRODUCTION STAGE

RELEASE STAGE

•Brief from Client•Internal briefing to creative and media•Any research briefing if required

•Ad Campaign and Media Plan development•Internal review and finalization•Presentation to client and approvals•Any pre-testing if required

•Budget and Estimate approvals•Production of film, press ads, collaterals, etc•Media Scheduling and Media Bookings•All release approvals for Creative and Media

•Materials dispatch to Media•Media release monitoring•Any post –testing if required•Billing and Collection

PRODUCTION PROCESS

Pre-Production

Production

Post-production

PressApproved LayoutStill photography if requiredArtworks

System work if anyFour color or b/w positivesPlate making, Print proofingApprovals of proofsFinal positives

Positives to publications

Approved scripts and story boardsProducer selectionBudget approvalsPre-production meetings b/w producerAgency and client

Shoot planning (set, location, models,Equipment etc.Film shootingAudio recording

Film processingTelecine, editing, mixing,First cut for approvalRe-editing, Final cut approvalLanguage dubbing and mixingtelecast copes for channels

Advertising BriefCLIENT BRIEF

Advertising Brief

•Key brand characteristics•Brand performance vis-à-vis Market performance•Competitive analysis•Previous•Advertising of the brand and the completion•Budgets-media and •non- media

•Target audience profile•Key Consumer insights•Advertising task•Campaign Requirements•Brand Promise•Substantiation of the promise•Desired Brand Image

•Target audience profile•Advertising Task•Media Objective•Suggest Medias•Geographical Market• Seasonality of sales•Media Budgets•Duration of the campaign

Background advertising brief

CreativeBrief

MediaBrief