1. The Function of the
Departments in
Advertising Agency
Novrita Widiyastuti, S.Sos

2. Function of the basic Advertising
Agency
The basic ad agency consists of:
1. The account handling department
2. The creative department
3. The media department
4. The production department

3. Account Handling/
Account Management
 Main function: liaise with the client to discuss
needs and wants and so interpret them for the
various agency department
 Responsible for initiating assignments within
the agency, providing deadline, outlining
budgets and ensuring that work is consistent
with strategy before the ad campaign is
presented to the client
 Levels: Account Director, Account Planner,
Account Executive

4. Account Director
 Ensure that the work undertaken for the clients
meets their objectives, whether short, medium
or long term.
 Leads the account team and other departments
on the formation or strategy, and responsible
for the implementation of the campaign.
 Has the presence to deal with senior members
of the client’s management, including the
marketing director and other board members
right up to the chief executive, chairman or
managing director.

5. Account Planner
 Responsible for ensuring that the actions
taken by the agency will support the long
term development of the brand.
 Studies market trends, competitors activities
and consumer behavior.

6. Account Executive
 The account executive ensures that all aspects of the work
are carried out to everyone’s satisfaction
 An AE is the go-between for day-to-day contact between
the two parties. He also communicates with the client
frequently to ensure that line of communication between
agency and client is always open and healthy.
 AE should issuing written reports after every meeting
(contact/call report). These contact report record every
important client-agency meeting and the client’s approval
of each step in the relationship.
 AE should be dynamic, adaptable and have loads of
initiative. Good AE are much, much more than “bag
carriers”

7. Creative Department
 the creative department is the producer of
ideas & concepts and one of the most
important in establishing the reputation of
the agency
 Creative Director, Copy Writer & Art
Director
 “Be a sponge”-go and soak up as much
information as you can

8. Creative Director
 Responsibilities: to improve the agency’s
creative output, lead and inspire the creative
team, present concepts to clients and help
persuade them to buy the ideas
 CD have usually risen through the agency
structure from copywriting or art director

9. The Elements of creative brief
…

10. Copywriters
 Copywriters are usually teamed with art director,
they solve problems together, sharing the job of
coming up with pictures and headlines
 The most important ability requirement is the
ability to write-not to copy what others write, but
to create original, fresh ideas.

11. Art Director
 AD are expected to have practical
typographic, layout and design skills, latest
techniques and technology

12. Media Department
The Media department is split into three
areas:
 Media research
 Media planning
 Media buying

13. Media researcher
 Agencies have experts who can work through all
of the data available on the media, these people
are media researcher
 The media researcher can look at individual
publications, radio and television programs which
might have audience profiles similar with the
profile of the target audience, called intramedia
comparison.
 If comparison is made between different types of
medium (newspaper vs magazine), this is known
as intermedia comparison.

14. Media Planner
 The media planner takes the statistical research
taken by the media researcher as the basis for
deciding which medium, will be the most
appropriate to carry the advertising
 The media planner produces the media plan which
provide media objective and strategy, including
media schedule
 They also have a timetable to show actual
scheduling by month, week commencing as well
as actual date and broad indication of time of the
day

15. Media buyer
 The final part of the process for the media
department is actually to buy the space or
air-time.
 Media buyer is the person who has
responsibility to buy these space and air-
time with maximum discount for agency

16. Production Department
 The responsibility of the production department is
make sure that everything that is needed to
produce the final advertisement is prepared, cost
effectively to the highest quality and then
delivered to the right place at the right time and in
the right format
 Coordinating and supervising the work of the
selected external production suppliers/vendors.