5 Advertising Agency

THE ADVERTISINGAGENCY

how does it work

LECTURE 5

INTRODUCTION TO ADVERTISING MODULE STRUCTURE

Ana Bermejillo Ibáñez

LECTURE 5. THE ADVERTISING AGENCY

THE AGENCYETYMOLOGY: latin words AGENTIA - AGENTIS - the one who does something A MEDIATOR FOR A THIRD PARTY INTER-MEDIATOR expert mediating in a process

Xinhua.


Doom&Dickinson. Netherlands


Free Picture. Saudi Arabia


Turn. Hong Kong


THE AGENCYDEFINITIONCOMMUNICATOR IN THE ADVERTISING PROCESSSPECIALIZED IN THIS KIND OF COMMUNICATION (EXPERT)CAPABLE OF MEDIATING (client - media- public)AND ALSO OF HELPING/ADVICING THE ADVERTISERTO PRODUCE A SUCCESFUL ADVERTISING CAMPAIGNHOW? CONSIDERING BEST WAY TO PROMOTE COMPANY/PRODUCT/ SERVICE TO TARGET AUDIENCECHOSING CHANNELS AND CODE


Y&R. Ukraine


Y&R. Ukraine


Y&R. Ukraine


THE AGENCYDEFINITION. LEY GENERAL DE PUBLICIDAD (ESPAÑA)Art 10

Physical or legal person professionally dedicated in an organized way to create, program and execute services of advertising under the name of an advertiser or client.

THE ADVERTISING AGENCY

IT IS A TOUGH JOB, BUT IF YOU LOVE IT...YOU WILL BE THE HAPPIEST PROFESSIONAL

greenland . Europe



greenland . Europe



greenland . Europe


THE AGENCYADVERTISING COMPANY WHOSE GOAL IS TO ADVISE THE CLIENT (brand/company/Public Administration, NGOs...IN ALL ASPECTSRELATED TO THE COMERCIAL COMMUNICATIONOF COMPANY´S PRODUCTS AND SERVICES

WHOSE GOAL IS TO CREATE SUCCESSFUL CAMPAIGNSOPTIMIZING - media / code / impact

WHOSE GOAL IS TO MAKE THE COMMUNICATION PROCESSAS PERSUASIVE AND MEANINGFUL AS POSSIBLE


h-57. Italy


h-57. Italy


h-57. Italy


THE AGENCYextremelly brief history- VOLNEY PALMER. Philadelphia. 1st newspaper agent- 1ST AGENCIES IN THE US N.W.AYER & SON - contract + design of ads writing copy, drawing, illustration, manage press insertion... LORD & THOMAS - THE CREATIVE REVOLUTION (MADISON AVE) Ogilvy, Bernbach vs Reality in Advertising (Reeves)


THE AGENCYextremelly brief history- 70S. SPECIALIZATION 1ST MEDIA AGENCIES Advertising companies whose business is to buy wholesale advertising spaces and to sell retailing to the advertisers, thus obtaining the best rates. 1ST CREATIVE BOUTIQUES agencies exclusively dedicated to the creative aspects of the campaign, leaving the rest of the process to the Media Agencies.


THE AGENCYextremelly brief history- 90S. TOWARDS GLOBAL COMMUNICATIONNot only advertising but reaching other activities such as sales promotions, PR, Direct Marketing They move from advertising agencies to Communication groups.


Muchimuchi. France


THE AGENCYextremelly brief historySumming up, agencies have historically evolved as follows:

1. Press agent2. Full service agencies3. Communication groups


Riccardo Froscianti


AGENCY´S TYPOLOGY(based on specialization)

-Communication groups-Full services agencies-Media agencies-Creative Boutiques-Direct Marketing agencies-PR Agencies-Sales promotion agencies-Product placement agencies


AGENCY´S TYPOLOGY(based on scope)

-Local or regional-National-International (genuine or mixed)


AGENCY´S TYPOLOGYInternational Agency Networks

An agency established in different countries. Its headquarters could be based in London, New York, Amsterdam, Chicago, Paris...Most of the main Agencies belong to a Network, that can be genuine (an international Agency setting in a country) or mixed (an International Agency teaming up with a local Agency).

Most important Networks present in Spain:Omnicom, Interpublic, WPP, Publicis, True Northand Havas Advertising


THE BEST AGENCIES IN SPAIN - 2011

ranking: El Publicista. awards received in 2010

El Publicista. nº 238. feb. 2011

Awards included: ADCE. Adprint. Cannes.CdeC.Clio Awards. Cresta Awards. Echo Awards. Eficacia. El Ojo de Iberoamérica. El Sol. Epica. Eurobest. Fiap. London International Awards. NY Festivals.Premios Imán. Premios Ondas. The Cup. The One Show.


THE BEST AGENCIES IN SPAIN - 2010AGENCIES AWARDS 2009

McCannErickson 59 8º

Shakelton 32 winner

Sra Rushmore 24 +10º

Momentum 23 +10º

TBWA España 21 9º

DDB España 19 3º

Leo Burnett 18 5º

Euro SRGC España 16 +10º

SCPF 16 +10º

Contrapunto BBDO 15 2º

Bungalow25 13 +10º


RadioAGENCIES AWARDS

TBWA 7

McCann Erickson 5

Publicis 4

Remo 3

Contrapunto BBDO 2

Arrontes y Barrera 1

Cia Comunicacion 1

DDB España 1

Diéresis 1

Tafe 1


EventsAGENCIES AWARDS

Global Events 5

Draft FCB 4

Desafío Global 3

Gap´s 2

Prisma Global 2

Audiomic Pro 1

Best Rel / Offlimits 1

d6 1

di.com 1

Dimarco 1


Television (2009 data)

AGENCIES AWARDS

JWT

McCann Erickson 17

Vitrubio Leo Burnett 17

DDB España 16

SCPF 10

Publicis España 10

Contrapunto 6

Grey España 6

Tapsa 6

Bassat Ogilvy 5


Print (2009 data. El publicista)

AGENCIES AWARDS

Contrapunto

TBWA España 20

DDB España 12

Grey España 12

McCann Erickson 10

SCPF 9

JWT España 5

Tiempo BBDO 5

Villarosàs 5

El Laboratorio 4


OnlineAGENCIES AWARDS

Doubleyou

Shackelton 19

Netthink 8

Contrapunto 6

CP Proximity 5

Tiempo BBDO 5

Sra. Rushmore 4

Villarosàs 4

DDB España 3

Grey España


Direct MarketingAGENCIES AWARDS

Shackelton 49

CP Proximity 8 8

Ogilvyone Worldwide Spain 6

Doubleyou 4

Ogilvy Healthworld España 4

Leo Burnett 3

Delfin Group 2

Dimensión 2

El Laboratorio 2

Imaginarte 2


Media PlanningAGENCIES AWARDS

OMD Spain 9

Universal McCann 9

Ymedia 6

MPG España 5

Contrapunto 3

Gap’s España 3

Carat España 2

Doubleyou 2

JWT España 2

Optimedia 2


Production

AGENCIES AWARDS

Agosto 10

Bus Producciones 3 3

DDB España 3 3

Garlic Producciones 2

JWT España 2

Publicis España 2

Alamo Films 1

BAP & Conde 1

Bassat Ogilvy 1

Got Film 1


Design & BrandingAGENCIES AWARDS

Sanca 8 8

Grey España 6

Bassat Ogilvy 5

Contrapunto 4

Euro RSCG España 4

Imaginarte 4

Tribu 3 4

AGR Machine 3

BB Gráfics 3

Grupo Publips 3


PhotographyAGENCIES AWARDS

Garrigosa Estudio 3

José Manuel Bielsa 3

Gonzalo Puertas 2

Roberto de Lara 2

Astrid y Oliver Haupt 1

Bleda y Rosa 1

David Campos 1

David Matellanes 1

Domenec Freixedes 1

Santi Cabezas 1


AND THE BEST AGENCIES

OF THE WORLD?


according to YoungGuns (2010) 10 best agencies of the year were

AGENCIES

ColensoBBDO New Zealand

TBWACHIATDAY, New York USA

Crispin Porter + Bogusky USA

Del Campo Nazca Saatchi & Saatchi Argentina

Mother London UK

Leo Burnett, Chicago USA

Ogilvy & Mather, Mumbai India

DDB, London UK

Saatchi & Saatchi, London UK

Saatchi & Saatchi, Australia Australia

10 MOST AWARDED COUNTRIES

US

New Zealand

Australia

United Kingdom

Singapore

India

South Africa

Argentina

Brazil

France


HOW DOES THE

AGENCYWORK?


CLIENT CAMPAIGN

accounts

accounts

production media planning

traffic

creative


accounts departmentaccount = client (brand or divission in a brand)

ACCOUNT DEPARTMENT deals with clientsIt´s the client´s voice in the AgencyAnd the agency´s voice in front of the client

MEDIATOR or BRIDGE aimed to facilitate theinformation exchange between the client and the agency

- Understands client´s needs and priorities- Studies strategies & methods- ADVICES CLIENT ABOUT BEST ACTIONS


accounts departmentaccount manager

executive executive executive

junior junior

intern


creative departmentTHE IDEA-MAKERS

1. To elaborate the basic message to be communicated2. To find the creative expression to that message3. To design the story, script, graphic layout...4. To create and produce, along with the ProductionDepartment (or company), the necessary material tocarry on the campaign5. To overview the resulting material: spots, radiocommercial breaks, artwork


creative departmentcreative director

ART COPY

COPY

junior junior

intern

ART

intern intern

COPYCOPYCOPY

COPY

ART



production departmentTHE BUILDERS

Most of the times, through outsourcing- printing- manufacturing- products- lighting / audiovisual- cattering for events, flowers...- models...


media planningTHE BEST MEDIA TO REACH THE TARGET WITH THE BUDGET

Must define which media (TV, press, radio, web) is going to be used to spread the message.In which spaces the ad will be shown (Outdoors)

The decision is based upon: - previous information about the media - how well they relate to the target audience - advertising rates.


media planninggoals

1. Find documentation about media and outlets2. Find research about media and outlets: EGM, Sofres,Infoadex...3. Four functions of media planning- Media strategy- Media plan: Insertion calendar- Space purchase- Insertion control


media planningTO KNOW MORE ABOUT PUBLIC/ PHYLOSOPHY / RATES / SPECIAL NUMBERSFORMATS

OF THE MEDIA IN WHICH YOU WANT TO INCLUDEYOUR ADS

YOU WILL CHECK THE PUBLICATION´S MEDIAKITS


media planning

Oblicua. Ad.Agency


media planningCheap doesn´t mean worse if it´s clever enoughCASE: THE CHASER. Australia(video)

Ana Bermejillo Ibáñez


media planningMedia department

planner

junior junior

intern

planner


traffic departmentTHE FACILITATORS

Coordinates and controls the relationships between all other departments in the campaign production processto guarantee established timings and a properadjustment to the budget.

.


control departmentTHE MEASURERS

Check results and impacts of campaignROI (Return on Investment)


other departmentsFINANCESADMINISTRATIONNEW BUSINESSLEGAL...


how does an agency getclients?

• By agency contests• By agency dossiers . credentials• By direct contract

WHEN AN AGENCY WORKS 'PRO BONO'IT MEANS THAT IT DOES THE JOB WITHOUT BEING PAIDFREE OF CHARGESIMPLY BECAUSE IT BELIEVES THAT WHAT IT IS ADVERTISING IS WORTH IT


the agency dossier - credentials

1. Identification: resume, name, history, missionstatement, staff members...2. Work philosophy: Set of values guiding the Agency’swork. Work methodology.3. Book of previous work (prints, reels, webs...)


credentials


credentials - about us

1) THE AGENCY. Brief history. (founded when, where, by whom, hits)2) Headquarters and international pressence3) Our style4) Our clients / projects5) Our staff

let´s see some examples


how does the agency make money?

1. Commission over the gross media investment(traditional way)2. Fees: The advertiser will only pay from the servicesagreed with the Agency3. Monthly fee: Agency agrees monthly rate for regular services

PROBONO = the agency works without being paid

Documents

5 Advertising Agency