2. complete a marketing 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
3. 4 functions of full-service agencies
account management
creative
media planning and placement
research
4. Print
Traffic
Production Production
Broadcast Analys ts
Other Marketing
Communications
Services
[PR, etc.]
As st. Account
Executive
Account
Executive
Management
Supervis or
Account Mgmt.
Director
Copy Spvr. &
Copywriters
Art Supervisor
& Art Directors
Creative
Group:
As sociate
Creative
Director
Creative
Exec CD
Research
As sistants
Project
Managers
Research
Director
Media
Planner
Media
Buyer
Media
Supervis or
As sociate
Media
Director
Media Dept.
Director
Strategy
Review Board
[Managment
Committee]
Office Management
[Personnel,
Accounting,
Legal, etc.]
Pres ident
[COO]
Board of
Directors
[Chairman/CEO]
5. 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
7. RESPONSIBILITY
the creative department is responsible
for creating and producing the print and
broadcast advertising
STRATEGY IS KEY
good creative work is always guided by a
creative strategy that sets forth goals to
be accomplished and key message
points to be relayed
8. executive & group creative
directors
creative director
associate creative director
copywriters
art directors
broadcast producers
print production managers
traffic coordinators
Print
Traffic
Production
Broadcast
Production
Copy Spvr. &
Copywriters
Art Supervisor
& Art Directors
Creative
Group:
Associate
Creative
Director (ACD)
Creative
Director (CD)
Executive
Creative
Director (ECD)
Strategy
Review
Board
9. 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.
10. media director
associate media directors
media supervisors
media planners
media buyers
media analysts
Analysts
Media
Planner
Media
Buyer
Media
Supervisor
Associate
Media
Director
Media
Director
11. mega-agency media departments have
now become profit centers
agencies have set up their media
departments as free-standing units
many large clients now look at media as a
separate service
big changes in the
media department
12. 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
13. research director
research project managers
research assistants
outside research specialists
Research department
Research
Suppliers
Outside
Research
Assistants
Project
Managers
Research
Director
15. commissions
usually 15% of gross costs
fees
usually based on negotiated hourly rate
incentives
still relatively new and problematic
usually based on performance goals
16. media commission system
15% media commission
adjustable commission rates
negotiate to match client budget
sliding scale
markups-production & service
add a percentage markup to costs
17.65% of net = 15% of gross
18. in theory, a good way to work
get paid based on how well you do, not
how much you bill
in practice, difficult to implement
if client makes final decision (instead of
agency), how can agency be responsible
for final results?
results based on many factors, such as
competitive efforts, not just advertising
19. Ogilvy & Mather:
Hutch (Vodafone), Cadbury, Asian
Paints and Fevicol.
J Walter Thompson:
Nestle, Cadbury, Bayer, Ford, Nokia
and Unilever.
Mudra Communication:
Neutrogena, HBO, Philips, Reliance
NetConnect, Big Bazaa.
20. FCB Ulka Advertising Ltd:
Tata Indicom, Whirlpool, Zee
Cinema, Santoor, Sunfeast.
Leo Burnett India Pvt. Ltd:
McDonald’s, Heinz, Complan,
Bajaj and HDFC.