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The World Advertisement Here: The Structure of an Advertising Agency

The World Advertisement Here: The Structure of an Advertising Agency: "Advertising agencies come in all shapes and sizes. Some are small boutique shops that have just a few people. Others are giants that emplo..."

8 golden rules for advertising in the digital age

The importance of sound creative executions and integrated strategies cannot be overemphasized in today's online ad market. Follow these steps to get on the right track.

The emergence of digital media has created some very fundamental and important changes in the goals for advertising today. Digital technologies have empowered advertising in unique ways and provided a wide range of new possibilities for two-way communication and measurement. These changes should fundamentally redefine expectations for advertising in the digital age.

In this article, I will discuss the goals and expectations that every marketer should have for their advertising campaigns, and how digital media and technology has re-shaped and transformed those goals.

1. Capture interest and attention
Advertising is, of course, a specific communication strategy designed to shape consumer action towards, or opinions about, particular products or services. Advertising, like every other communication strategy, will not and cannot work unless it finds an audience and actually delivers its message. We live in an increasingly crowded media environment. The average consumer is exposed to thousands of different advertising messages every week. Many of those messages are repeated with a frequency that deadens the senses. Even finding the right potential customer and placing the advertising message in front of him or her does not guarantee interest or focus on what the ad message is trying to communicate.

The new media consumers have been taught that they are in charge of what, where, when, and why they will pay attention to an ad message. Nevertheless, capturing interest and focusing attention remains the prerequisite for a successful advertisement. 

Reaching the customer where they are, where they spend their time, and where their attention is already focused requires advertising to consider many more simultaneous channel and platform executions than ever before.

Mobile, advergaming, social networks, and interactive sweepstakes are all gaining new currency as ad channels. These channels have increased appeal where the target market is a younger demographic, generally more web-savvy, more web connected, and more prone to multi-tasking. However, they are also more aware of their prerogatives to control the when, where, what, how and why they will consent to view an advertisement.

Intrusion, lack of express or implied "permission," and violation of online "etiquette" are all new or heightened sensitivities of the digital media user that have to be carefully observed when using these new channels to deliver ads.

Integrated advertising strategies and cross-promotional concepts that focus on placing advertising messages in multiple channels are increasingly being recognized as essential for success. Also, advertisers are learning to pool their resources to interest and capture the attention of a consumer with combination messages that build on the brand equity and interest in two or more products or services. 

The power of promotions to cut through clutter and capture interest and attention is also beginning to blur the line between advertising and promotional marketing strategies. Increasingly, these two separate budgets are being considered as part of one single integrated strategy, with digital technologies and media being used more and more in concert with more traditional media approaches and media channels. 

This trend will undoubtedly continue to increase as the battle for interest and attention is waged by competitive brands through new media channels and promotional concepts, since consumers -- brought up online -- do not necessarily consider advertisements a mandatory part of their media experience.

The Structure of an Advertising Agency

Advertising agencies come in all shapes and sizes. Some are small boutique shops that have just a few people. Others are giants that employ thousands of people in offices all around the world.

But, however large or small the agency, there is a basic structure that most advertising agencies stick to. In the smaller agencies, some people will perform more than one role. One person my actually be the entire department. But the fundamentals are the same, and it's because this model was born out of necessity and it works.

There are SIX major departments in any advertising agency. These can be split into other sub-departments, or given various creative names, but the skeleton is the same.

These departments are:

• Account Service
• Account Planning
• Creative
• Finance & Accounts
• Media Buying
• Production

Larger agencies may also separate out the following departments:

• Human Resources & Facilities
• Research
• Web development
• Traffic

Let's take a look at the breakdown of those six major departments.

Account Services

The account service department comprises account executives, account managers and account directors, and is responsible for liaising with the agency's many clients. This department is the link between the many departments within the agency, and the clients who pay the bills. In the past they were referred to as "the suits," and there have been many battles between the account services department and the creative department. But as most creatives know, a good account services team is essential to a good advertising campaign. A solid creative brief is one of the main duties of account services.

Account Planning

This department combines research with strategic thinking. Often a mix of researchers and account managers, the account planning department provides consumer insights, strategic direction, research, focus groups and assists helps keep advertising campaigns on target and on brand. Chris Cowpe described account planning as "…the discipline that brings the consumer into the process of developing advertising. To be truly effective, advertising must be both distinctive and relevant, and planning helps on both counts."