Organizational Structure of Advertising Agency (insurance, dealership, financial, budget)

[sohail009]

I would like to the detail working structure of an Advertising Agency, like how many departments, what that particular deparment do, normally how many workforce that department hold etc...Actually it's university assigment that i have to submit. Please if someone working in Advertising Agency please let me know how management of advertising agency works????

regards,

[Artful-Thang]

You'll probably get better results going directly to some advertising agencies via email. Or find some forums geared directly to ad agencies and ask your questions. Also, do some research first.

Try Ad Age magazine for leads and also Google advertising forums.

Advertising Age - Ad Age is the leading source of news, views and data for the ad, marketing and media industries.

One thing I know about advertising agency people is they generally love to talk about themselves.

[cpg35223]

Originally Posted by sohail009

I would like to the detail working structure of an Advertising Agency, like how many departments, what that particular deparment do, normally how many workforce that department hold etc...Actually it's university assigment that i have to submit. Please if someone working in Advertising Agency please let me know how management of advertising agency works????

regards,

Okay. Here you go.


An advertising agency is really organized along the lines of the clients it serves. For example, some shops are more retail in nature, others are centered around brand development and strategic planning, and others will specialize in real estate or even car dealerships.

So the proportion of employees slated to various areas, really depends on the kind of work handled.

That being said, there are


President / CEO -- The guy at the top who usually ensures that the client planning and creative are of good quality, and makes sure the money flow is correct. Usually he doubles as the new business guy, unless it is a larger firm.

Under him, there are typically 4-5 departments:

Account Management -- These are the people who have day-to-day client contact. They help clients plan their marketing, help determine budgets, set schedules, and generally try to look ahead on the calendar to see when key dates and selling seasons are. Then they map out due dates for materials, work, client meetings, etc.

In a good shop, an Account Person will be working from an established Strategic Marketing Plan, agreed upon by client and agency alike, with dollar amounts allocated to specific initiatives throughout the year. At the same time, before any new client assignment is handed off to creatives, a good Account Person will develop written objectives, budgets, and deadlines. At the same time, the Account Person will develop a Creative Brief, detailing what key points need to be emphasized in the advertising work.

When creative work is at an approval stage, the Account Person will review the work to ensure that it's consistent with the client's strategic/tactical needs. Upon client approval, the AE helps shepherd the word through production.

Media Buyers -- This person looks at the total client budget and determines the most cost effective media (Print, broadcast, web, outdoor, etc.) to reach the largest number of qualified prospects the greatest number of times with the smallest expenditure of money. Now, note the word "qualified" in the previous sentence. Young people aren't buying funeral insurance and old people aren't buying Nikes, so you have to pick the right media for the right target.

Then media buyers negotiate for time or placement. A good media buyer will squeeze for value added stuff such as remotes, sponsorships of newscasts, etc. etc.

Creatives -- The sexy end of the business consisting of copywriters and art directors. In good agencies, the copywriter and art director work in tandem, kicking back and forth ideas based on what the needs are as expressed in a creative brief. Once some good ideas are formulated, they're typically presented internally to the account team, budgets are developed, and the ideas refined for client presentation.

If the client approves the creative, then the creatives coordinate the photographers, the film crews, the voice talent, and whoever else is involved in developing a finished product.

Traffic / Production Management -- The most underappreciated part of an agency, these are the people who make sure work is being done on time and on budget. They keep the information flowing through the agency in terms of job requisitions, change orders, etc. etc. It really is an important job, and really good agencies value this department.

Support -- Typically financial, administrative and other functions.

[CroatWebWanderer]

I work in one here in Zagreb and it's doing business in exactly the same way described above. Guess it's universal organizational scheme.

[cpg35223]

Man. A detailed explanation like that, and I don't even get a rec. LOL

[ANDISIWE]

hellow am busy doing assignment and i need help in the organisation structure of advertising agency especially PRODUCTION, ADMINISTRATION,RESEARCH,PLANS BOARD,REVIEW BOARD

[MrCre8tive]

Originally Posted by cpg35223

Okay. Here you go.


An advertising agency is really organized along the lines of the clients it serves. For example, some shops are more retail in nature, others are centered around brand development and strategic planning, and others will specialize in real estate or even car dealerships.

So the proportion of employees slated to various areas, really depends on the kind of work handled.

That being said, there are


President / CEO -- The guy at the top who usually ensures that the client planning and creative are of good quality, and makes sure the money flow is correct. Usually he doubles as the new business guy, unless it is a larger firm.

Under him, there are typically 4-5 departments:

Account Management -- These are the people who have day-to-day client contact. They help clients plan their marketing, help determine budgets, set schedules, and generally try to look ahead on the calendar to see when key dates and selling seasons are. Then they map out due dates for materials, work, client meetings, etc.

In a good shop, an Account Person will be working from an established Strategic Marketing Plan, agreed upon by client and agency alike, with dollar amounts allocated to specific initiatives throughout the year. At the same time, before any new client assignment is handed off to creatives, a good Account Person will develop written objectives, budgets, and deadlines. At the same time, the Account Person will develop a Creative Brief, detailing what key points need to be emphasized in the advertising work.

When creative work is at an approval stage, the Account Person will review the work to ensure that it's consistent with the client's strategic/tactical needs. Upon client approval, the AE helps shepherd the word through production.

Media Buyers -- This person looks at the total client budget and determines the most cost effective media (Print, broadcast, web, outdoor, etc.) to reach the largest number of qualified prospects the greatest number of times with the smallest expenditure of money. Now, note the word "qualified" in the previous sentence. Young people aren't buying funeral insurance and old people aren't buying Nikes, so you have to pick the right media for the right target.

Then media buyers negotiate for time or placement. A good media buyer will squeeze for value added stuff such as remotes, sponsorships of newscasts, etc. etc.

Creatives -- The sexy end of the business consisting of copywriters and art directors. In good agencies, the copywriter and art director work in tandem, kicking back and forth ideas based on what the needs are as expressed in a creative brief. Once some good ideas are formulated, they're typically presented internally to the account team, budgets are developed, and the ideas refined for client presentation.

If the client approves the creative, then the creatives coordinate the photographers, the film crews, the voice talent, and whoever else is involved in developing a finished product.

Traffic / Production Management -- The most underappreciated part of an agency, these are the people who make sure work is being done on time and on budget. They keep the information flowing through the agency in terms of job requisitions, change orders, etc. etc. It really is an important job, and really good agencies value this department.

Support -- Typically financial, administrative and other functions.

Very Well Done!!...I'm currently studying this in school and you hit the nail right square on the head!!......Cudos to you!!