1. Key players in the marketing communications industry
Organisation with marketing communications problem or opportunity
Marketing communications objectives and strategy
The brief
Internal
Sales team
External
Ad agency; PR agency
Sponsorship agency
SP agency; DM agency
Integrated marketing communications solution
Target audience

2. The brief company and department details nature of business
description of existing business environment
company's present business situation
corporate and marketing objectives (where the firm wants to be)
business strategy (how the firm intends getting from where they are to where they want to be)
previous marketing communications activity
marketing communications objectives
specific problem to be solved
desired consumer responses
description of target markets, their characteristics, behaviour and lifestyle, etc.
description of the product – features, advantages, customer benefits
key dates
restrictions or limitations, for example, corporate guidelines
budget
who makes the final decisions
who the agency should report to/contact names, telephone, fax,
role of market research before, during and after campaign
how campaign effectiveness will be measured
any other relevant information

3. Marketing communications agencies
advertising agency
public relations agency
sponsorship agency
sales promotion agency
direct marketing agency

4. Leading Irish ad agencies
Agency
Type
Billings
Affiliation
Irish International
Full service
€74 million
BBDO Worldwide
McConnell’s Advertising Ltd
€73 million
Irish-owned; alliance with Lowe Lintas
DDFH&B
N/A
JWT
McCann Erikson
€38 million
McCann Erickson
Owens DDB
Advertising and marketing
€33 million
DDB Worldwide
QMP D'Arcy
€30.5 million
D'Arcy World Wide
Ogilvy & Mather
Brand communications
Des O'Meara & Partners
€20 million
Irish-owned but linked to Publicis
Helme Partnership
Advertising, PR, CRM
Helme
AFA Advertising
€19 million
Irish-owned
Source: MAPS Directory, 2002/2003

5. Phases in a marketing communications campaign
Creation and design
Production
Implementation

6. Typical services used in production
stylists
make-up artists
model agencies
photographers
illustrators
library shots
freelance art directors and copywriters
music composers
musicians
spell checkers/proof readers
typesetters
reprographics
film directors
actors and voice over artists
studio and editing suites
printers
sign makers
list brokers
packaging companies
display equipment manufacturers
merchandisers

7. Basic account management/client services structure
Managing director
Account director/client services director
Account manager/client services manager
Account executive/client services executive

8. Typical structure of a team in full-service agency

9. Client services interface between client and agency
client business is referred to as an account
cost centre which adds value
account director holds responsibility for the profitability of existing accounts; formulates advertising brief; responsible for strategic issues relating to account; quality control issues
account manager acts as project manager

10. Planning department
planners represent consumer perspective and have significant input into development of the brief
ensure that the brief is properly interpreted and executed
not used on all accounts

11. Creative department
generates the ideas behind the advertising campaign
creative team consists of an art director and copywriter
art director: responsible for visual appeal of an ad
copywriter responsible for headlines, subheadings, main body copy
ideas are presented to client in a rough layout
approved work is translated into finished artwork by production team

12. Media department
media planner – main responsibility is the production of a media brief following liaison with account handler
media buyer – deals directly with various media to negotiate the best possible prices for their clients
media department is a profit centre

13. Guidelines for selecting agencies
Identification of agency type
Shortlisting
Setting up contact
Making the announcement
Informing the media
Formal agreement
Identification of agency type
Terms
Criteria for choosing an agency
Agency presentations
The brief

14. Media commission A Transaction between agency and Irish Examiner
Full-page colour ad in Irish Examiner €15,120.00*
Less 15% commission € 2,268.00
Invoice to agency from Irish Examiner €12,852.00
Less 2% discount for early payment €
Total paid to Irish Examiner by agency €12,594.96
B Transaction between agency and client
Invoice to client from agency €14,862.96
(less 2% for early payment of invoice)
Media commission retained by agency € 2,268.00
* This price is based on figures quoted in the MAPS Directory 2002/2003