ADVERTISING AGENCY

Vijay 100

Definition

• An advertising agency is a service based business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients

• An agency can also handle overall marketing and brand strategies and sales promotions for its clients.

About..

• Lucrative business

• Market size – 13,200 Crores

• Perfect competition

• Asset – ‘CREATIVITY’

• High risk business

Why ad agency?

• Expertise

• Saving Time

• Saving Money

• Brand Development

• Out of box thinking

Purnima Ad agency

What do they do?

• complete a market analysis

• develop an advertising plan

• prepare a creative strategy

• create advertising executions

• develop and implement a media plan

• handle billing and payments

• integrate other marketing communications

Types

• Full service agencies

• Creative agencies

• Specialized agencies

• In-house advertising agencies

In-house advertising agencies

• FABRICA

Functions of full service agency

• Account management

• Creative

• Media planning and placement

• Research

Account management

• Liaison between agency and client

• Responsible for understanding... • The client’s business• The client’s marketing needs• Strategy development

• Representing client point of view within the agency

Traffic

Asst. AccountExecutive

AccountCoordinator

AccountExecutive

AccountSupervisor

Management.Supervisor

Account Mgmt.Director

Research department

• Interpret market environment • gather and analyze research data. • Primary and secondary techniques

• determine consumer needs/perceptions• Understand problems

• advise how ads can meet strategic goals• Help find solutions

ResearchSuppliers

Outside

ResearchAssistants

ProjectManagers

ResearchDirector

Creative department

• The creative department is responsible for creating and producing the print and broadcast advertising• Good creative work is always guided by a creative strategy that sets forth goals to be accomplished and key message points to be relayed

Print

Traffic

ProductionBroadcast

Production

Copy Spvr. &Copywriters

Art Supervisor& Art Directors

CreativeGroup:

AssociateCreative

Director (ACD)

CreativeDirector (CD)

ExecutiveCreative

Director (ECD)

StrategyReviewBoard

Media department

• The media department has two main functions

- planning and buying.

• The planning group handles more strategic marketing and

media issues.

• The buying group handles media negotiations and

implementation.

Analysts

MediaPlanner

MediaBuyer

MediaSupervisor

AssociateMedia

Director

MediaDirector

Sale Pitch

• Prospecting

• Evaluation

• Proposal Presentation

• Closing the Sale

Story board

TOP 51 Ogilvy & Mather

2 180 Amsterdam

3 JWT

4 Leo Burnett

5 Wieden + Kennedy

Top 5 in India

1.Ogilvy and Mather : Vodafone, Cadbury, Asian Paints and Fevicol.

2. Mudra Communications: Tourism Australia, Colgate and PolicyBazaar.com.

3. JWT: Listerine, Good night, and Teach for India.

4. McCann Erickson India: MasterCard, Coca Cola, and Greenlam Laminates.

5. Lowe Lintas :Idea, ICICI Prudential and Tata Tea.

Moneymaking

• Commissions(Usually 15%)

• Fees

• Incentives

Awards

• The D&AD (Design & Art Direction)

• The One Show

• The Cannes Lions

• Communication Arts Annuals

WINNER OF 2014 THE CANNES LIONS AWARDAGENCY: MCCANN WORLD GROUP, MUMBAI, INDIA

THANK YOU