O t h e r Ma rke t in g C o m m u n ica ti o ns S e rvi ce s [ PR , e t c. ]
S tra t eg y Re vie w B o a rd [ Ma n ag m en t C o m m it te e ]
O f fi ce Ma n a g em e nt [ Pe rs on n e l , Acco u n t in g , Le g al , e tc.]
representing point of view within the agency
account management
Account Mgmt. Director Management. Supervisor Account Supervisor Account Executive Asst. Account Executive Account Coordinator
advertising agencies
structure & organization
what agencies do. and how they’re organized to do it.
7 primary services:
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
Proj e ct Ma n a g e rs
As so cia t e Me di a Di re cto r
Acco u n t Ex ecu t ive
C re a ti ve Gro u p:
Re s ea rch As si s ta n ts
Me di a S u pe rvis o r
creative department
responsibility
the creative department is responsible for creating and producing the print and broadcast advertising
strategy is key
Strategy Review Board Executive Creative Director (ECD) Creative Director (CD) Associate Creative Director (ACD) Creative Group: Copy Spvr. & Copywriters Broadcast Production Traffic Art Supervisor & Art Directors Print Production
4 functions of full-service agencies
account management creative media planning and placement research
agency organization chart
B o a rd of Di re cto rs [ C h a irm a n /C EO ] Pres i de n t [C O O ]
Traffic
account management director management supervisor account supervisors account executives assistant account execs account coordinators traffic
Acco u n t Mg m t. Di re cto r
C re a ti ve Ex ec C D
Re s ea rch Di re cto r
Me di a De pt . Di re cto r
Ma n a g e m e n t S u pe rvis o r
As so cia t e C re a ti ve Di re cto r
Prin t Produ cti o n
An a ly s ts
Tra f fi c
account management
liaison between agency and client responsible for understanding...
the client’s business the client’s marketing needs strategy development
good creative work is always guided by a creative strategy that sets forth goals to be accomplished and key message points to be relayed
creative department
executive & group creative directors creative director associate creative director copywriters art directors broadcast producers print production managers traffic coordinators
As st . Acco u n t Ex ecu t ive
C o py S pvr. & C o py wri te rs
Art S u pe rvis o r & Art Di rect ors
Me di a Pla n n e r
Me di a Bu ye r
B ro adca st Produ cti o n