Advertising agencies work their way through almost every media channel – television, radio, print media, online magazines and websites. They send important and compelling messages through ads, but mostly, these messages revolve around selling products, services and ideas.
Industry leading company, Sphere, agrees that a typical advertising agency has three functions: to serve their client, to plan strategies and make a business succeed.
The Core Groups
The group that breathes life into an ad agency is its creative team, which is composed of an account manager, copywriter, and graphic artist. They fight for an account, and once they win it, they do everything to make the client like their output. The creative team is in charge of sending the brand’s message to its target audience.
On the other hand, the client servicing team is in charge of communicating with the client, negotiating with them and arranging meetings. The number of accounts an advertising agency has depends on how reliable and efficient the client servicing team is.
How Ad Agencies Work
During the meeting, the client servicing team makes a pitch to the client. A pitch is an idea or strategy the agency is planning to implement. Once the pitch has been approved, contracts are signed and the real work begins. Working in and with an advertising agency isn’t a walk in the park; there are rejections as much as there are project proposals.
Sometimes, the ad agency presents a solution to the client – a solution that usually puts everyone in a win-win situation. But more than just earning money through accounts and successful pitches, advertising agencies work hard to promote brands. Each project is important to the agency, as team members devote their time, effort and creative juices to it.
Once the material or ad is ready, the creative team will present it to the client for approval. The next step is to make the material known to the public. The client then pays the advertising agency.
Working with or for a client is not easy for an advertising agency. Once the material becomes successful or effective, everyone involved in the project – the client, the advertising team, and the public – will enjoy the benefits.