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I understand people like you.

You’re the owner or manager of a small business.

Your mind is overloaded with thoughts about work’s important impending tasks, employee performance problems and fantasies about the next piece of equipment you can’t wait to buy. You check your work email while on your breaks and enjoy talking about work to your loved ones and friends. You live, breathe and bleed this business.

Who could blame you? It’s your livelihood. It is the mark you intend to leave on the world.

And while you are engulfed with work, you forget about the everlasting mark your business leaves on the Internet - aka, its online presence.

Someone eventually asks you, “Is your business on Facebook?” Your teenage daughter wonders, “Is your company on Yelp?” A friend tells you that pay-per-click ads really helped his business, and you contemplate if it can help yours.

Published in Marketing & Strategy
Tuesday, 28 April 2015 17:12

The Structure of an Ad Agency

Advertising agencies are self-contained structure. Within the advertising agency, there are departments and people, all essential to the movement of client projects and the overall success of the agency. One department cannot work without another, as they are all interconnected and dependent on each other.

Think of an ad agency as a chair. The agency as a whole, as an organization, is the seat. It’s the part of the chair people take most notice of; it’s where clients sit and relax. The departments are the legs, the support system. Like a chair, if one leg fails, the whole agency falls. In most agencies, these four legs, or departments:

Creative

Creative is responsible for creating the ads, from concept to final product. Within the creative department, there are designers and art directors, who are responsible for visual elements, and copywriter, who are responsible for coming up with wording. The accounts department creates a “creative brief”, or a document communicating the client’s project requests, which is then given to the creative department. The creatives then execute a concept, based on the creative brief, with several rounds of client revisions. Once the project exceeds clients’ expectations, the creative department packages the project in digital formats, which can be used for printing, TV broadcasting, digital advertising, and so on.

Accounts Department

The accounts department acts as the liaison between the agency and the client. If the client requests a change to a project, account executives are responsible for passing on the information to the creative department. For example, if the client requests a color revision on an ad, the account executive assigned to that client, will inform the designer of the requested change. Once the revisions have been made by the creative department, the account executive will deliver the revised project the client, until completion. 

Published in Design