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LIFE IN AN ADVERTISING AGENCY
An advertising agency is a service business dedicated to creating, planning, and handling advertising for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of developing the client’s brand. An agency can also handle overall marketing and branding strategies and all forms of communications for its clients.
An advertising agency is a service business dedicated to creating, planning, and handling advertising for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of developing the client’s brand. An agency can also handle overall marketing and branding strategies and all forms of communications for its clients.
Non-advertising related services
• Direct Marketing• Public Relations• Digital• Design• Events/Activation• Media Planning/Buying• Market Research
Marketing Objectives Communication Objectives
Marketing Objectives Communication Objectives
Creative BriefCommunication strategyDevelop the communication
Marketing Objectives Communication Objectives
Creative BriefCommunication strategy
Identify the Target Audience
Develop the communication
Marketing Objectives Communication Objectives
Creative BriefCommunication strategy
Identify the Target Audience
Develop the communication
Decide on marketing Communication mix Media planning/buying Measure communication
results
Marketing Objectives Communication Objectives
Creative BriefCommunication strategy
Identify the Target Audience
Develop the communication
Decide on marketing Communication mix Media planning/buying Measure communication
results
CLIENT SERVICING
CREATIVE STRATEGIC PLANNING
PRODUCTION
MEDIA PLANNING & BUYING
CLIENT SERVICING/ACCOUNT MANAGEMENT
The account manager will develop a creative brief, that gives direction to the creative team. The account executives need to be sufficiently aware of the client's marketing issues that can be instructed to the agency's personnel and should get approval from the clients on the agency's recommendations to the clients. Creativity and marketing acumen are the needed area of the client service people. They work closely with the specialists in each field.They often need to work closely with strategic planners to arrive at a good brief and develop a good communications strategy
CLIENT SERVICING/ACCOUNT MANAGEMENT
The account manager will develop a creative brief, that gives direction to the creative team. The account executives need to be sufficiently aware of the client's marketing issues that can be instructed to the agency's personnel and should get approval from the clients on the agency's recommendations to the clients. Creativity and marketing acumen are the needed area of the client service people. They work closely with the specialists in each field.They often need to work closely with strategic planners to arrive at a good brief and develop a good communications strategy
STRATEGIC PLANNING
The role of planners is to unearth insights that creative teams could use to make more relevant, impactful ads. In order to do this planners conducts research into their target markets, looking for new trends, behaviours and needs that will allow the client’s message to cut through and truly connect with its audience. It involves a lot of consulting work with clients, identifying what the real business problem is that we’re trying to solve. It involves structuring the problem in such a way that different teams can each solve part of it – some problems need creative solutions, some problems need technological innovation, some problems need content, many need all of the above.
STRATEGIC PLANNING
The role of planners is to unearth insights that creative teams could use to make more relevant, impactful ads. In order to do this planners conducts research into their target markets, looking for new trends, behaviours and needs that will allow the client’s message to cut through and truly connect with its audience. It involves a lot of consulting work with clients, identifying what the real business problem is that we’re trying to solve. It involves structuring the problem in such a way that different teams can each solve part of it – some problems need creative solutions, some problems need technological innovation, some problems need content, many need all of the above.
CREATIVE
The people who create the actual ads form the core of an advertising agency. Modern advertising agencies usually form their copywriters and art directors into creative teams. Creative teams may be permanent partnerships or formed on a project-by-project basis. The art director and copywriter report to a creative director, usually a creative employee with several years of experience. Although copywriters have the word "write" in their job title, and art directors have the word "art", one does not necessarily write the words and the other draw the pictures; they both generate creative ideas to represent the proposition (the advertisement or campaign's key message).
CREATIVE
The people who create the actual ads form the core of an advertising agency. Modern advertising agencies usually form their copywriters and art directors into creative teams. Creative teams may be permanent partnerships or formed on a project-by-project basis. The art director and copywriter report to a creative director, usually a creative employee with several years of experience. Although copywriters have the word "write" in their job title, and art directors have the word "art", one does not necessarily write the words and the other draw the pictures; they both generate creative ideas to represent the proposition (the advertisement or campaign's key message).
MEDIA BUYING/PLANNING
The media services department's media buyers are the people who advise upon and negotiate with media houses.
The media planners function is to allocate the media budget across different media and plan the placement, frequency andscheduling
MEDIA BUYING/PLANNING
The media services department's media buyers are the people who advise upon and negotiate with media houses.
The media planners function is to allocate the media budget across different media and plan the placement, frequency andscheduling
PRODUCTION
The production department, ensures the TV commercial or print ad, etc., gets produced. They are responsible for contracting external vendors (directors and production companies in the case of TV commercials; photographers and design studios in the case of the print advertising )
PRODUCTION
The production department, ensures the TV commercial or print ad, etc., gets produced. They are responsible for contracting external vendors (directors and production companies in the case of TV commercials; photographers and design studios in the case of the print advertising )
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Perception, Belief, Attitude&
True Lies
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Commercial Break
Marketing Objectives Communication Objectives
Creative BriefCommunication strategy
Identify the Target Audience
Develop the communication
Decide on marketing Communication mix Media planning/buying Measure communication
results
CLIENT SERVICING
CREATIVE STRATEGIC PLANNING
PRODUCTION
MEDIA PLANNING & BUYING
Marketing Objectives Communication Objectives
Creative BriefCommunication strategy
Identify the Target Audience
Develop the communication
Decide on marketing Communication mix Media planning/buying Measure communication
results
CLIENT SERVICING
CREATIVE STRATEGIC PLANNING
PRODUCTION
MEDIA PLANNING & BUYING
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The Brief
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Concise
Focussed
Inspiring
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The Brief Brief
No InformationNo Direction
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The Good Grief Brief
InformationNo Direction
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What A Relief Brief
InformationDirection
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Prepare For The Briefingwith Knowledge
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Client: Pope Julius IIProduct: The Sistine Chapel
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We have problems with the Sistine Chapel. The ceiling is damp and cracked… please cover it up
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Please paint the ceiling of the Sistine Chapel
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Please paint the ceiling of the Sistine Chapel using red, green, blue and yellow
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Please paint the ceiling of the Sistine Chapel with Biblical scenes incorporating some or all of the following: God; Adam and Creation; angels, devils, saints in colours that are vibrant
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Please paint the Sistine Chapel ceiling for the greater glory of God as an inspiration and a lesson to his people.
Use frescoes which depict the creation of the world, Lucifer’s fall from grace, mankind’s degradation by sin, the divine
wrath of the deluge, and the preservation of Noah and his family
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Information.
And it’s giving you a direction
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A good brief is like a catapult
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A good brief should not be only about information.It should also be about inspiration.
Strong balance of rational and emotional benefits
Rational benefits Enduring Emotional benefits brands
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THERE ARE TWO HALVES TO A BRIEF
Marketing Communication An inspirational Consideration Considerations spark
FUNCTIONAL EMOTIONAL
Client Consumer To ignite the flame of creativity requirements opportunities easy tough If the brief has an original angle, so will the creative work
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REQUIRED INFORMATION TO PASS ON TO THE CREATIVE
• What the ads need to achieve• Who we are trying to talk to• What they currently think of the brand/product• How we can persuade them to change their mind• Why they should believe us• What tone of voice we should adopt• What we need to produce • When we need it by
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Prepare For The Briefingwith Knowledge
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Everything on one piece of paper-that’s why it’s called a brief
The difference between a brief (encapsulation)and a briefing (dramatisation)
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FIRST SECTION:
WHAT DO WE NEED TO ACHIEVE?
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WHAT WE NEED TO ACHIEVE?BRIEF• The advertising strategy in a nutshell• What our objective is• How we expect to achieve it • Who our audience is• Eg “To launch Product A by positioning it as the indispensable kitchen tool for
those people who spend very little time cooking”
BRIEFING• Give context and perspective Show what we’re up against in competitive advertising Past results of former campaigns/budgets/media
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Defensive Strategy
• Current users of our brand Keep from switching• Current users of our brand Keep from leaving category• Heavy users of our brand Keep from becoming light users
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Offensive Strategy
• Non-users of category Try our brand• Competitive brand users Switch to our brand• Former users of our brand Return to our brand• Light users of our brand Buy/use our brand more often
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SECOND SECTION:
WHO IS IT AIMED AT?
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Who is our Target Audience?
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THE TARGET AUDIENCEBRIEF• No hard and fast rules• “Demographics and Psychographics”• Simply bring them to life so the creatives can imagine them• Allow them to materialise in the room
Age LifestageSalary What they buyCareer Dreams
BREIFING• Play clips featuring them• Do you know anyone like the target audience
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Real Person - Real Advertising
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Target PersonDescription
• Who is the person• How she (he) thinks and feels• A mental image• How she (he) approaches the category• How she (he) differentiates amongst brands• Relationship between brand and her (him)• Her (his) knowledge, attitude and behaviour -
category/brand
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THIRD SECTION:
WHAT DO THEY CURRENTLY THINK OF BRAND/PRODUCT ?
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THE INSIGHT LEADING TO THE PROPOSITION
BRIEF• Now we know who they are…• What do they think of our product/brand? Why do these people want this product? Why don’t these people like this brand? Why Why Why Why Why
• BRAND INSIGHT CONSUMER
• The insight is critical to forming a link between consumer and product Relevant Truth = ReasonBRIEFING• Tell a story about someone you know who had such a feeling/comment etc.
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FOURTH SECTION:
HOW CAN WE PERSUADE THEM?
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THE PROPOSITION - WHAT IT IS• The most important part of the brief• The thought that must motivate consumers• The direction that must motivate creatives
• Be clear, be simple, be single-minded• Do not pass a problem on to the creatives Eg if you can’t agree with your client whether the proposition is a range of goods or low prices, then you need to do more work. If you put “a range or low prices” in the brief you are dumping the
responsibility onto the creatives
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FIFTH SECTION:
WHY WOULD THEY BELIEVE US?
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SUPPORT FOR THE PROPOSITION
• Advertising is about persuasion• What you say…and how you say it
• Factual- Make it concise and relevant
- Creative springboards?
• Tonal- The brand’s personality- The project’s specific requirement
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What attributes of the brand will best evoke this (emotional or rational)?
• Facts are especially useful
• Emotional evidence can also be useful
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SIXTH SECTION:
WHY SHOULD BE THE TONE OF VOICE ?
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This brings to life the important aspect of the brand’s personality
• This should not be a description of the types of people who should appear in advertising or even a comprehensive statement of the personality of the brand.It should be a brief and evocative summary of the aspects that are important to this advertising.
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Idea Starters
• These are not ideas that are cast in stone, instead they are any helpful suggestions as to where to look for a solution. In many instances a good analogy with a new way of looking at the brand or advertising can be thought-provoking and useful.
• Material might come from any source: commercials of other brands/ categories, expressions of relevant trends, poems, cinema clips
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Creative Brief - Bread
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What Is Required
• A new generic campaign for bread in all media, recognizing that white bread must feature prominently
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What do we expect this advertising to do?
• Convince people that bread is a good deal more nutritious than they thought so they take the foot off the brake that stops them serving it more often
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What insight do we have about our audience (their attitudes, moods and needs)?
• Women feel that when they serve bread they might be settling for an easy solution to feeding the family rather than a good, healthy one.
• Bread is versatile and convenient, they couldn’t manage without it. They are very receptive to anything that gives them permission to serve bread more - they don’t need persuading, they need evidence
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What do we want them to take out of the communication?
By giving them bread I’m doing the family good
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What attributes of the brand will best evoke this (emotional or rational)?
• Bread has only 75 calories a slice, it contains 11% protein for body building, it only has 3% fat, bread is an important source of calcium for strong bones.
• Bread still holds the position as the staff of life
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This brings to life the important aspect of the brand’s personality
• God-like authority
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Idea Starters
• The importance of bread in our daily diets - ‘Give us this day our daily bread’ - it always has been the basis of our nourishment.
• Bread is our most balanced food and is nature’s way of making it easy to be well-fed
Consumer Insight
Foundation on which a communication strategy is built
Consumer Insight
A Deeply Felt Human Truth That BondsOur Consumer To Our Brand
An Insight is Not...
• An objective• A need• A truism• A fact• Our personal belief• A reason why• Pack copy• The manufacturer’s wish• A tone and manner statement
Facts are Cold!
Insights are Electrifying!
Fact
Milk Goes With Many Things
Insight
You Only Notice Milk When It Isn’t There
Fact
Candy Is For Sharing
Insight
When you have some delicious candy, the last piece is the most precious.
Communication Development ProcessBUSINESS
CHALLENGE
COMMUNICATION CHALLENGE
COMMUNICATION STRATEGY
ADVERTISING IDEA
CONSUMER INSIGHT
EXECUTIONALINSIGHTS
Every Man Dreams Of A WomanMaking The First Move
AxeAxe
Generation X’ers Think It’s Cool To Believe Image is Unimportant
SpriteSprite
How Do we Know we have a Good Consumer Insight?
• RIGOUR: Is it based on a deep understanding of consumer
behavior, emotion or attitudes?
• RELEVANCE: Is it relevant to the brand and communication
challenge?
We all know a good insight when we see one.
The problem is insights are difficult to find.
People Don’t Tell You Insights.
We Have To Discover Them.
People look around not because they want to leave their job but rather their boss
Nauki.comNauki.com
Communication Development ProcessBUSINESS
CHALLENGE
COMMUNICATION CHALLENGE
COMMUNICATION STRATEGY
ADVERTISING IDEA
CONSUMER INSIGHT
EXECUTIONALINSIGHTS
Indians are ‘oily’, so celebrate the oily Indian . If a wall can handle
oil, it can surely handle any kind of stain
Berger Easy CleanBerger Easy Clean
Goodbye USPHello POV
Strong balance of rational and emotional benefits
Rational benefits Enduring Emotional benefits brands
Hello POV TanishqLifebuoyIdea
Integration:
Use each medium for what it does best
http://itsallaboutbrands.wordpress.com/2010/05/20/btl-idea-with-an-atl-effect/
