The following presentation on the structure of an advertising agency was made by Advertising and Public Relations students of Indian Institute of Mass Communication, New Delhi.

1. THE STRUCTURE OF AN AD AGENCY
By Group 1

2. THE STRUCTURE
Ad Agency
Account
Management
Account
Planning
Creative
ArtCopy
Studio
Accounts/
IT/Legal

3. ACCOUNT MANAGEMENT
 They act as the liaison between the client and the agency.
 They do the research and planning.
 They make the advertising strategy.
 One of the crucial important task performed by them is preparing the ‘creative
brief’.
 The creative brief prepared is to give guidance to the creative team.
 An account manager may work with only with one client or work on several
clients at the same time.

4. CREATIVE BRIEF
 The following aspects need to be covered in a creative brief:
1. Background – the reason/situation/ taken place that triggers the need this ad/piece
of communication
2. Objective – what purpose will this ad/piece of communication solve
3. TG – demographics and psychographics of the target group
4. Insight – an insight from the consumer’s life which can help making the point
5. Proposition – single minded proposition/thought/idea
6. Substantiation – facts to support the proposition
7. Deliverables – eg: standee – 3’x6’
8. Mandatories – logos, brand guidelines, etc

5. ACCOUNT PLANNING
 They are the account planners.
 They do the major research work and are used for large and 360 degree
campaigns.
 They are not involved in the day to day activities of the agency.
 They have expertise in different categories.

6. CREATIVE
 It is divided into 2 parts:
1. Art
2. Copy
 They translate the brand/marketing requirements into ideas that the
consumer understands.
 The art part of the department works on creating visuals, while the copy part
of the department works on body copy.
 They supervise and ensure final delivery of the creative product.

7. STUDIO
The studio performs the following services:
1. Creative support/services
Adapt layouts under creative supervision
POS elements eg: Poster to an Outdoor
Similar sizes eg: Press ad in various sizes
Languages eg: English to vernacular languages
2. Image Correction
Creation eg: combine multiple images to one
Manipulation eg: converting a red camera to blue
Color Correction and cleaning-up

8. 3. Create and convert artworks
Convert layouts to print-ready files which could be high resolution
ps/pdf file
4. Execute
Re-touch, Proof, Print, Fabricate
5. Estimate and Bill

9. THE JOB FLOW
Client Brief
Account Management
Internal Discussion
Creative Brief
Creative Servicing Discussion
Creative Presentation

10. Client Presentation
Client Approval
Storyboard
Studio
Artwork
Release
Shoot and post
production