How an Advertising Agency Works Or… how to produce a commercial in roughly the same time it takes to have a baby.

Advertising Agency Departments

The Creative Department Copywriters: Work in teams with Art Directors to develop the advertising ideas and then actually write the ads Art Directors: Work with Copywriters to develop the advertising ideas then determine what they will look like. Production: Once the ad is completed and client has approved, Producers take over to turn it from an idea to an actual ad.

The Account Management Department Account Managers: Work directly with the client to determine what is needed, manage the process from beginning to end, make it happen on time, on strategy, on budget. Project Managers (some agencies) manage internal processes and personnel to get things done at the agency.

The Media Department Media Planners: Are given a budget and marketing objectives and determine the smartest way to spend the money. Media Buyers: Are given approved plans and figure out the most cost effective way to buy the media weight. Media Research: Constantly looking for ways to add impact to plans and figure out more innovative ways to plan and buy.

The Research & Planning Group Research: constantly analyzing business and consumer data to better understand and track success and/or failure in order to make adjustments along the way. Planners: Interprets the research alongside a deep consumer understanding to write the briefs and guide the work.

The Administration Department Finance & Accounting: Make sure we are working at a profit. Traffic: Once the commercial is complete and approved they make sure it gets to the right media outlet with the correct instructions Administrative Help: Secretaries, receptionists, operators, etc. Agency Legal: Makes sure no one gets in trouble and that the ad runs as promised. Talent & Residuals: Once the ad is running, these people make sure the talent in the ads are paid in full and on time.

The Process How a commercial goes from “hey, we need an ad” to appearing on-air

HOW TO PRODUCE AN AD IN ROUGHLY THE SAME TIME IT TAKES TO HAVE A BABY. STEPPEOPLE PRESENT WHO IS IN CHARGE? TIME ELAPSE D OUTCOME DESIRED Hey, we need a new ad! Client, AEClientDay oneSet up next meeting. BRIEFINGClient, AE, Planner, Creative, Media Client, Planner 1 weekAgency wants to gather info to write creative brief. CREATIVE BRIEF DISCUSSION Creative, Planner, AE, Media Planner1 weekPlanner wants to agree a creative brief. CREATIVE BRIEF PRESENTATION Client, Planner, AE Planner1 weekPlanner wants client agreement to brief. CREATIVE BRIEF AGREEMENT Client, Planner, AE Planner, AE 1 weekAE wants signatures in order to start work.

CREATIVE KICK- OFF MEETING Planner, Creative Director, Creative teams, AE, Media. PlannermeetingPlanner wants to explain and motivate creative teams. CREATIVE DEVELOPMENT Creative Director, Creative Teams, Planner Creative Director 2 weeksCreative Director wants to find great ad FIRST LOOK AT WORK Creative Director, Creative Teams, Planner Creative Director meetingCreative Director wants to identify best 3-5 ideas and make them better. SECOND LOOK AT WORK Creative Director, Creative Teams, Planner, AE, Media Creative Director 2 weeksCreative Director wants final agency comments, chooses agency recommendation and several back- ups. Agency begins preparing for client presentation. PREP FOR CLIENT PRESENTATION Creative Director, Creative Teams, Planner, AE, Media AE1 weekAE works with Planner and Creative Team to determine best way to “sell” the work. CLIENT PRESENTATION Client, Planner, Creative Director, Creative teams, AE, Media. AEmeetingAgency wants to “sell work” client wants to “buy” right work.

REACTING TO CLIENT COMMENTS Client, Planner, Creative Director, Creative teams, AE, Media. AE leads, everyone participates Same meeting Agency wants to get out with as little re-work as possible. RE-WORKCreative Team, Planner Planner1 – 2 weeks Agency wants to react to client comments without killing concept. Often not possible at which point start creative development over. SECOND CLIENT PRESENTATION Client, Planner, Creative teams, AE, AEMeetingAgency wants final client approval with all management agreement. CLIENT APPROVAL Client Meeting 1 week Agency wants “final” agreement.

RESEARCHPlanner, Client research, AE, Creative Team Planner or Client Research 2 weeksClient/Agency wants confirmation concept works. RESEARCH RESULTS Planner, Client research, AE, Client Research 1 weekClient wants proof ad will work before producing it. REWORKCreative Team 1 weekAgain, Creative Team wants everyone satisfied ad will work without losing agency ad concept. “FINAL” CLIENT PRESENTATION Creative Teams, Producer, Planner, Client Research, AE AEMeetingAll final agreements so production bidding can begin.

CLIENT MANAGEMENT INVOLVEMENT Client, Client Management ClientMeeting 1 week Client presents work and research results for CYA meeting. POTENTIAL RE- WORK Client, AE, PlannerClientmeetingEveryone wants their fingerprints on your ad. FINAL APPROVALClient, AE, Producer ClientMeetingAgency wants to start bidding. Producer starts talking about how ad will be produced JOB BIDDING 1.Director approval 2.First bid numbers 3.final bids Producer, Creative Teams Producer3 weeksAgency agrees directors, gets preliminary bids and negotiates final bids for presentation. BID APPROVALProducer, Creative Team, Client, AE ProducerMeeting 1 week Want agreement to hire Director.

PRE- PRODUCTION MEETING Producer, Creative Team, AE, Client, possibly client production, Director and Production Company Reps. Producer2-3 weeksCasting, wardrobe, Director “shooting board.” All final agreements made. PRODUCTIONProducer, Creative Team, Client, AE Producer6 -8 weeks Shoot commercial and edit. ROUGH CUT (OR EQUIV.) Producer, Creative Team, Client, AE, maybe Director ProducerMeeting 3-4 weeks to finish unless animation which could add 8-10 weeks. First showing of what a commercial will look like. Want client agreement to how commercial “flows.”

FINAL FINISHED COMMERCIAL Producer, Creative Team, AE, Client, possibly client production, Director and Production Company Reps. ProducerMeetingAgency and client want applause because by now everyone is sick to death of this commercial and not a consumer has seen it! FINISHED COMMERCIAL RESEARCH Planner, Client Research, Outside research company Client Research 6-8 weeksFinal confirmation commercial communicates TWEAKINGCreative Team, Planner Planner1 weekAgain, more fingerprints. FINAL PRESENTATION Producer, Creative Team, AE, Client, possibly client production, Media ProducerMeetingFinal agreement.

AIR DATEClient, MediaMediaTime Varies Finally, you see it on TV; you are sick to death of it but then your friends say they love it and you go back to work the next day with a smile. If they hate it… well you go back to work but with a real headache from the night before. TOTAL: 32 StepsEasily 150 people involved. Various40 weeks Not sure which is more painful; producing a commercial or giving birth.