ADVERTISING AGENCY SET - UP
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ADVERTISINADVERTISING AGENCY G AGENCY SET - UPSET - UP
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BOARD OFDIRECTORS
EXECUTIVEDIRECTOR
CLIENTSERVICING
ACCOUNTSMANAGER
ACCOUNTSDEPT.
COPY DEPT.
TRAINEECOPYWRITER
LANG.COPY WRITER.
ENG. COPYWRITER
COPY CHIEF
MARKETRESEARCH
DEPT.
ADMIN.
ACCOUNTSHEAD
ACCOUNTSASSTS.
PROD. DEPT.
ARTDEPT.
AUDIO -VISUAL DEPT.
AUDIO -VISUAL DEPT.
TV - HEAD & TEAM
RADIO -HEAD & TEAM
ARTDIRECTOR.
VISUALISER
JUNIORARTIST
PHOTO - GRAPHER
PROD.MANAGER
PROD.ASSTS.
MEDIADEPT.
MEDIADIRECTOR
MEDIACHIEF
MEDIAASSTS.
ACCOUNTSSUPERVISOR
ACCOUNTSEXECUTIVE
TRAINEE /JUNIOR - AE
A TYPICAL ADVERTISING AGENCY SET - UP
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Client Servicing Dept. …Client Servicing Dept. …Very important Dept.
Ambassadors of the Agency
Only ‘contact’ / link between the Client & Agency
With Client - represent the Agency In Agency - represent the Client
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The Origin …The Origin …Client To Account Executive
{AE}AE the ONLY CONTACT of the
ClientClient requirement =
InstructionsIn Advertising = “Brief / ing”
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Client Servicing Dept. …Client Servicing Dept. …
It contacts / interacts with “all” the Depts. of the Agency – hence, must have thorough knowledge of the working and functions of the Departments
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A Good Account Executive ?A Good Account Executive ?Must be:
Very good “Communicator” – listen, understand & pass - on communication effectively-
AE must UNDERSTAND the “Briefing” thoroughly – no ambiguity
AE must be able to CONVEY this “Brief” to the concerned Department in the Agency
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A Good AE ?A Good AE ?
Very ‘Friendly & Social’ – get along with people – Client, Agency and Third Party
Good ‘Planner’
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A Good AE ?A Good AE ?
Must believe in “Team Work”Must think & work towards the
Agency & Client’s interestAs a Team Leader must accept the
Blame for any error, yet pass on the Praise for the ‘Good work’
Must be open to ‘New Ideas’Be aware of Media trends
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A Good AE ?A Good AE ?
Must NOT be unreasonable as to ‘deadlines’ to any Dept.
Ensure that the Creative Team visit the Client’s plant and understand the process
Must appreciate the work of the Creative Team
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A Good AE ?A Good AE ?
Must have sufficient knowledge of printing technology
Interact & build good relationship with other Depts. of the Client
All jobs can’t be Urgent – don’t accept unreasonable deadlines
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The AE should ask …The AE should ask … Why - reason ? Who - target audience ? When to reach them ? Where to reach them ? What is the time span ? How frequently to reach them ? Budget ?
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Back In The Agency Back In The Agency ……Meeting with Creative Dept. – Art
& CopyCopy first – visual accordinglyRough Layouts – to AEAE to ClientClient may approve / reject /
rework in combination
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Back In The Agency Back In The Agency …… Process on till Client’s approval
Meeting with Media Dept.
Media selection / recommendation / estimate
Client may approve / reject / rework
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Back In The Agency Back In The Agency ……Eventually approved
Scheduling of the plan
Meeting with Production Dept.
Printing estimate
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Back In The Agency Back In The Agency ……Client may approve / reject /
rework – change in paper / specifications / quantity / number of photographs {any change of specifications}
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Account Executive {AE} Account Executive {AE} is the Central is the Central Hub around whom the Hub around whom the
Agency Agency RevolvesRevolves
& & EvolvesEvolves
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17
RevolvesRevolves
Procure new assignments and all the Departments get
to work – kept busy
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EvolvesEvolves
Procure new / more assignments and the
Agency grows …
So does the AE
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With Client …With Client …The layouts / media estimate /
production estimates - reworked till Client is satisfied
Client approves them
Get Client’s approval & signature on layout, and estimates – gives authenticity
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Back In The Agency Back In The Agency ……Approval given to the
respective Depts. to go ahead
Final artwork – Art Dept.
Copy to check the copy
Client’s approval and signature on Final artwork
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Back In The Agency Back In The Agency ……Advts release in Media as per
media scheduleRelease Order { R.O.} to media
to publish / release the advertisement as per instructions – date, page number, etc.
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Back In The Agency Back In The Agency ……Advts release in Media as per
media scheduleRelease Order { R.O.} to media
to publish / release the advertisement as per instructions – date, page number, etc.
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Back In The Agency Back In The Agency ……Advts released in Media as per
R.O.
Media Dept. to make bill and attach ‘Voucher Copy’ as proof of release
Photograph of Hoarding as proof of release
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Back In The Agency Back In The Agency ……Production Dept. undertake
printing as per the specification of the approved estimate
Delivery to Client with proper Challan – P.O. / Letter / Reference number
Obtain GRR / GRN on Challan
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Back In The Agency Back In The Agency ……Production to make Bill {far as
possible attach copy of printed matter to bill}
All bills checked by Accounts Dept.
Handed to AE
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Back In The Agency Back In The Agency ……AE to Client
AE to follow Client for payment
AE should know the ‘System’ at Client’s end for follow up and faster recovery of money
AE’s job NOT over till payment is received
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A Good AE ?A Good AE ?
Some important things to remember when
visiting a Client
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A Good AE ?A Good AE ?
Understand the Services the Agency can offer
Interact with colleagues about the Client – to offer better service
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A Good AE ?A Good AE ?
Client may not be familiar with Advertising terms / jargon – try to educate him
Be proactive – a news item, something heard
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A Good AE ?A Good AE ?
Get to know as much as possible about the Client – likes / dislikes
Be structured and brief in your discussion
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A Good AE ?A Good AE ?
Be punctual
Dress neatly – reflects your Agency
Listen to the Client - understand his requirement – reconfirm
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A Good AE ?A Good AE ?
Do not over commit
Plan your actions and follow up
Be prompt in your Call / Service Report
Follow up for payments
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Ten Commandments …Ten Commandments …
1. Return Client’s call immediately
2. Send Contact Report regularly
3. Don’t make false promises
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Ten Commandments …Ten Commandments …
4. Check & double check all material & bills
5. Trust your colleagues
6. Don’t take things for granted
7. Be prepared for ‘anything’
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Ten Commandments …Ten Commandments …
8. Take the initiative
9. Don’t be afraid to ask for help
10. Job is NOT over till the payment is received from the Client
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Copy Dept…Copy Dept…
Write copy for Advertisements Hoardings Printing matter Radio Television Anything else
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Art Dept…Art Dept…
Create visuals / artwork for advertisements on the basis of the written text of the Copy Dept.
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Visualising …Visualising … Creating the ad as per the Copy –
thus understand the language and message
Link of Copy & Visual Ability to picturize the advt. in
Newspaper / TV / Outdoor / Print
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Model Model Coordinator …Coordinator …
Maintain profiles of Models, and their details – category, price, availability, etc.
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Media Dept…Media Dept…
Maintain PR & Good Rapport with the Media Vehicles – Newspapers & Publications, Hoarding Contractors, Radio Stations & TV Channels, etc.
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Media Dept…Media Dept…
Must have rates and other details of the Media Vehicles – Newspapers & Publications, Hoarding Contractors, Radio Stations & TV Channels, etc.
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Media Dept…Media Dept…EstimatePlan ScheduleReleaseFollow upBill – Client / MediaHandle Press ConferencesPR Dept. of the Agency
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Production Dept…Production Dept… Looks after all the Printing jobs of
the Agency for the Client Must have rates and other details
of various suppliers like – Printers, Processors, Paper Merchants, Binders, etc.
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Production Dept…Production Dept…EstimatePlan SchedulePurchase / PrintPhysical Supply / DeliverFollow upBill – Client / Suppliers
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Other Depts …Other Depts …
Audio Visual – actual shooting, editing, and making the ‘finished product’ as per the approved “Story Board”
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Other Depts …Other Depts …
Coordinating with the various suppliers and personnel like camera men, light men, etc.
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Other Depts …Other Depts …
Market Research - MBA Accounts – B.Com HR / Personnel Administration