To understand about advertising business in detail one needs to understand the basics of their work. Advertising firms may vary in size, some would have few employees and some could have hundreds. But, irrespective of the size of the agency most agencies work on a tried and tested method of working and they follow a similar work structure. In the initial stage when the agency is small, an employee has to perform many roles but this is not the case with huge firms. In big firms, there are departments for each and every work but fundamentals remain the same.
There are numerous kinds of work a creative agency can undertake and in this article; we are going to mention various activities and works of an agency. This is how we can inform our readers about the roles and responsibilities of an agency. Our aim in this article would be to develop clarity in the mind of the reader about the functioning of an advertising agency.
This department of a firm comprises account executives, managers, and directors. These form a team and their main responsibility is to liaison with the existing and prospective clients of the agency. This functions as a medium between clients and other internal departments of the agency which makes it even more important. Earlier they were called suits which used to become the clash between accounts and the creative team of the agency. This clash of titans has taken a back seat ever since the importance of account services is realized.
This is a combination of strategic thinking and research development. This comprises of account managers and researchers. The major task of this department is to provide strategic direction, consumer insights, and research to the campaign. This helps the campaign to keep its focus on the target and the brand. This department is essential to maintain discipline in developing an advertising campaign. With that, we understand a good and effective advertisement is always distinctive and this department plays a crucial role in helping a campaign achieves this.
Employees are both engine and fuel of any agency. This is the lifeline of the business because the bread and butter of the entire agency depend on the product they come up with. And this is the department that develops the product. The advertisement a creative department of an agency makes determines the effectiveness of an agency. Therefore it becomes imperative to have the right set of employees with relevant skills in your team. In this department, you would find people with the below mentioned role and designations. These profiles include art directors, production artists, creative directors, web designers, web developers, copywriters, etc. these are those efficient people who work to transform an idea into a campaign.
You would often come to see that art directors and copywriters make a team in agencies. Then they bring the talent of designers and artists as per the need of the engagement. This is normally an assigned task of the production department but sometimes a creative department has to do it. The creative director remains the nodal person who ensures that the advertisement is on the brand and is on time.
Finance and Accounts
This is one of the most important departments you would find in any agency. After all, what all agencies are after is not it? The ultimate objective of the business is to maximize profits and this is the department that tells you about it. This is center of the all the financial deal an agency goes through in a financial year. This department ensures effective communication with the accounts department of the clients. They are responsible for collecting the required amount of funds from the client at different time intervals. This is what makes them able to give their nod to the product team to deliver the goods. Apart from that this department is crucial as it handles all the internal financial matters of the agency. These include salaries, vendor payments, travel, and reimbursement, etc. these are day to day tedious jobs but doing these in a proper manner can be instrumental in the cost-cutting objectives of an agency. That is why this department enjoys unparallel importance in an agency.
Media buying department
The major task of this department is to procure the advertising avenues for the campaign. These avenues can be slots on TV or radio, space in magazines or newspapers and physical space. To negotiate with the advertising space providers is also their task. They work in coordination with the creative team. This helps them to understand the idea, requirements of the clients and how much exposure the client is willing. With that, they get the idea about the most important aspect that is money the client is going to spend on the advertisement campaign. This is essential to finalize the advertising avenues you need to buy. Usually, a media director is the person who looks after this entire process.
The main task of this department is to transform an idea into a campaign. An idea remains an idea unless it is made real. After the deal in finalized the creative team works in collaboration with the production team. This is helpful in ensuring the campaign is made on a budget. The production department is responsible for hiring the entire professional needed to make the campaign. If they require hiring outside talent then they do it. This department works closely with the media buying department as well. This is to ensure timely booking of advertising slots and spaces.
This department is responsible for hiring and relieving the employee. Their major task is to hire the right talent for the agency. They perform their tasks as per the policies of the company. Their task is not only confined to recruitment but also for the well being and overall development of the task force of the agency.
In the end, we believe our detailed article must have given a brief idea about the departments that an agency has and how they work in collaboration to make an advertising campaign successful.