So now I'll explain the different departments in an advertising agency. There are a few more posts I want to do about advertising generally, before I start bashing my own views out, so hopefully this will give people who don't know much about advertising the chance to learn more about it, and work out if it's something they want to explore further! So just bear with me, I'll move on to some more of my opinions soon!
Account Management: These are the people who work most closely with the client. They have to be people-people, who are good at knowing their audience and can understand their needs and aspirations for their brand. Account managers try and work this out, and create briefs (I will explain these later and what they include, but generally consist of brand insights, consumer insights, target audiences, what advertising channels should be used, budget sizes and the single minded proposition) to present to the creative department.
The Creative Department: Come up with the crazy ideas. These people need to push the boundries, be really lateral thinking and work outside the box. To quote Mr. Bernbach again 'Rules are what the artists breaks; the memorable never emerged from a formula' (see, he's full of great advice!) They consist of copywriters and art directors, which is headed up by the creative director.
Strategy and Traffic: They are known as the 'springboard for ideas', they take an objective view on everything involved with the campaign. They organise market research, evolution and the refinement for ideas. Traffic sorts out how work is distributed and deadlines, to ease work flow.
Each department obviously plays a key role in the overall quality of the work produced. Everyone has to collaborate and work together, and communication is so key. You need to make sure everyone is on the same page. At the same time, we all need to make sure that in advertising we are constantly challenging ideas and the way things are done, in order to come out with the best ideas for the client.
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