How do ad agencies work & What do you need to know about them?

Advertising agencies work closely with their clients to gather information and pitch campaign ideas, followed by the creative process of actually making and distributing both print and online ads.

How do ad agencies work & What do you need to know about them?

Do you have a business with an idea of what your target market is? Have you considered how to reach more people in that group?

Maybe it's time for advertising. Advertising agencies are the key to success when it comes to getting your message out there. Whether they're pitching ideas or making and distributing ads advertising agency is the best option in the field of marketing.

Advertising agencies work closely with their clients to gather information and pitch campaign ideas. It is followed by the creative process of actually making and distributing both print and online ads.

These campaigns can take many forms from banners on websites up to TV commercials as long as they fit what you want out of them!

Composition of an Advertising Agency

The structure of an advertising agency needs to fit your needs from results (number of clicks) to communication (who does what and when). It's important to know how the agency is set up because it can make a world of difference.

If you're looking for something specific like leads or sales some agencies may have that as their primary focus. While others will vary depending on your needs and budget.

Before you go down the road of any advertising campaign or hiring an advertising agency, set your metrics and what you want out of the ad campaign.

1. What is its intent?

An Intent is the purpose of an ad or how it's supposed to influence its audience. Some examples are increasing brand awareness, increasing sales, and building loyalty.

Once you have your intent set up it doesn't matter what agencies you go through, they will all be able to work with that intent in mind.

2. Who are you trying to reach?

Once you have your target market set up, that's when you can find an agency. For example: if you're trying to reach men ages 18-34 who drink coffee at least once a day.

The right advertising agency will know exactly how to reach out to them and get your message across.

3. How will success be measured?

We all know the adage "no news is good news" but in business, you can't rely on that. You'll need to set up KPIs (Key Performance Indicators) for your campaign. It shows exactly what success looks like and how it will be measured.

Then sit back and watch the money roll in! These questions should be answered before any services are rendered; it's a big commitment after all!

Advertising Agency: How Does an Advertising Firm Work?

An advertising agency is a company that produces and distributes advertisements for clients. The clients can be businesses, organizations, or individuals.

The work of an ad agency includes the development of creative ideas for ads (called "creative"), selection and buy of media time ("media buying"), design and production of promotional materials such as billboards and posters ("production") to deliver the messages, and sometimes direct marketing such as sales promotion or public relations.

When you work with an advertising agency to create your ads, you must define what success means for your campaign before any services are rendered; this is a big commitment after all!

For example: Do you want great leads? Or more clicks on a website? Sales? The ad agency will develop a plan and strategy for your campaign, but you need to be clear on what success looks like.

Advertising Agency: Which One is Right for You?

When it comes time to look into which advertising agency is right for you or your business, there are some key things that you should keep in mind. One of the first things you should consider is what kind of results are they looking for?

For example: If you want leads or sales some agencies may be better at that than others.

Another important thing to think about is how involved in their production process do you want to be? Do you have a plan and strategy set up already? If so, you may want to find an agency that will work with it.

Do you want the ad campaign to be more hands-on and in-depth? Or do you need a high level of creativity for your ads?

When looking at advertising agencies, make sure they're a good fit not only based on what is important for your campaign but also your budget.

The core of an Advertising Agency

The creative department is the engine of an advertising agency. It's the lifeblood because it's responsible for the product, and a company can only be as good as what comes out from its creative team. The roles within this department are many:

1. Copywriters

A Copywriter's main function is to write concise and target-oriented advertising messages for commercial or fundraising purposes.

Copywriters typically write ad copy, promotional brochures, articles, and other marketing materials. They often work closely with an art director and media planner.

A copywriter's skills cover a broad range of writing genres including research papers, novels, scripts, poetry, biographies, and even a menu.

Copywriters work closely with their media department counterparts to develop a strategy that targets their audience through various print and online mediums.

Copywriters usually have Bachelor's degree in Marketing or Communications from an accredited college or university.

They may also be journalism graduates or hold degrees focused on advertising, English literature, public relations, business administration, marketing, or communications.

2. Art Directors

An Art Director handles the visual look of an advertising agency's product presentation. This includes the layout and design of magazines, newspapers, websites, and other media forms.

But an art director's job goes beyond aesthetics; he coordinates with copywriters to focus on the specific target audience.

Art directors are also responsible for maintaining the agency's brand identity. They often work closely with the creative director and senior management.

An art director needs a high level of creative skill, so they usually have a Bachelor of Fine Arts degree in graphic design or fine arts. They may also be visual communications graduates who study multimedia, printmaking, or photography.

3. Senior Art Directors

Senior art directors oversee the work of junior members within the creative department.

They often brief copywriters and senior designers on their projects, and supervise agency-wide campaigns. And ensures that everyone is following branding standards.

Senior art directors are critical in maintaining the agency's brand image to its clients. They usually have Bachelor's degrees in graphic design or fine arts.

Sometimes, they may also be visual communications graduates who studied multimedia.

4. Graphic Designers

Designers are responsible for the agency's marketing materials and campaigns. As it falls under print production. They may be needed to produce brochures, magazine ads, posters, and other forms of commercial print media.

Designers can specialize in a particular area, such as print layout or computer-generated graphics. They also provide input on the agency's production processes to help lower expenses and increase productivity.

They may have Bachelor's degrees in graphic design, multimedia, commercial art, or fine arts.

5. Media Planners & Buyers

Media planners and buyers work with the advertising agency's account executive and media director to develop a strategy that targets their audience.

They often gather information from focus groups, surveys, and sales records to determine the best mediums for ad campaigns.

They may have Bachelor's degree in marketing or communications from an accredited college or university.

6. Production Artists

Production artists are responsible for producing layouts, comps, mechanicals, and other art materials. They help graphic designers with their projects. They usually have a high school diploma or equal.

They need to know computer software such as Adobe Illustrator and Photoshop, page layout software such as QuarkXPress and InDesign. They may also earn certificates in design or computer graphics from a technical school.

7. Media Directors

The media director is in charge of the agency's media department. This person ensures that the best possible rates are being offered to their clients for each form of advertising. They also track the success rates of ad campaigns.

They usually have Bachelor's degree in marketing or communications from an accredited college or university.

Sometimes, they may be journalism graduates or hold degrees focused on advertising, English literature, public relations, business administration, marketing, or communications.

8. Creative Director(s)

Creative Director is who sometimes also manages other departments such as Sales or Strategy.

For example, one person may do both marketing strategies while overseeing production art staff to ensure all projects are on time and meeting deadlines but they would not have their hand in copywriting every day like some agencies expect you to do when you work with them.

9. Account Executives

Account executives (AEs) are the link between the advertising agency and its clients. They discuss their client's needs, outline specific objectives for each ad campaign, tell on budgets, and negotiate fees.

The most successful AEs are persuasive, with good negotiation skills. They must be able to analyze market conditions and provide solid advice on how to reach the best audience.

They usually have Bachelor's degrees in marketing, communications, or related fields from an accredited college or university. Sometimes, they may also be journalism graduates.

10. The Chief Creative Officers

The Chief Creative Officers (CCO) is often the most senior member of the creative department. It works with other members to produce ideas for ad campaigns. They supervise the work of copywriters, senior art directors, and media planners.

They usually have a Bachelor's degree in graphic design or fine arts with at least 5 years of experience working with an ad agency. Sometimes, they may also be visual communications graduates who study multimedia, printmaking, or photography.

11. The Chief Executive Officers

The Chief Executive Officers (CEO) is in charge of the agency's operations. They are responsible for the agency's activities, including team management, company culture, and client relations.

They have Bachelor's degree in marketing or communications from an accredited college or university.

Sometimes, they may be journalism graduates or hold degrees focused on advertising, English literature, public relations, business administration, marketing, or communications.

How Online Advertising Works

Online advertising and digital marketing can come from separate agencies but some companies offer both.

Online ads are a form of advertisement which appears on websites or mobile devices. There is no set limit to what these campaigns may look like they can take many forms from banners on websites up to TV commercials as long as they fit their target audience.

Online ads may appear on websites owned by the agency or that advertise their clients' brands. They are any form of the online campaign created to increase awareness and/or drive traffic to a website by potential consumers.

They can be placed in different locations on a webpage to target specific audiences, such as below an article with related content links for example.

They are also placed on different websites depending on the audiences which can be reached for each campaign to reach their target audience.

Online ads take many forms including but not limited to banner ads, rich media ads, search engine results page (SERP) ads, sponsored posts/stories, native advertising, social medial links or hashtags, promoted listings/accounts, pins, etc.

Email marketing is also a part of online advertising where ads are sent to email addresses which then advertise their brands or products to that customer.

Digital marketing is the use of the internet and social media to promote a product or service with help from an ad agency.

Online marketing can occur on many different levels, the first being an SEO campaign where people can find your website or product/service you are advertising.

The second is taking advantage of social media websites like Facebook, Twitter, Pinterest, Snapchat, and more to create accounts for their client's brands so consumers can follow them and stay up-to-date with news about their products.

Lastly, the last form of online marketing is utilizing websites like Google and Bing to advertise their clients' products or services through ads.

Online ads can range from the minimalistic, text-only to those that are more interactive with video or GIFs and always have a goal to meet - whether it leads to sales.

Graphic Design Services: What do They Do?

Some agencies offer both online advertising services as well as graphic design; these companies not only help with the design of your ads but also offer promotional items like leaflets, posters, and banners.

Online marketing is a service in which businesses use to promote their products or services through various digital channels including search engine optimization (SEO), social media advertising, paid online display advertisements on sites such as Google AdWords, Yahoo! Search Marketing, and Bing Ads; and email marketing.

Online advertising can take many forms and has a variety of benefits. However, some risks come with them such as not being able to reach the target audience or having an ad be irrelevant; this is where agencies come in handy!

Agency graphic designers help businesses develop a corporate identity to distinguish them from their competitors.

They typically have extensive knowledge in the area of marketing, are proficient with programs like Photoshop and Illustrator, have strong typography skills, and understand how color works together for marketing purposes.

They create digital designs to be printed on items such as business cards, flyers, brochures, catalogs, booklets, and packaging.

They also create digital designs for websites, social media sites like Facebook or Twitter, YouTube channel banners, and thumbnails; this keeps their skills on the cutting edge of graphic design.

It can be very beneficial to hire an agency with graphic design capabilities if you are looking for some extra help in designing promotional materials.

Agency content writers work closely with the graphic design team to create written content that promotes their clients' brands or products.

They are skilled at creating catchy titles, descriptions, and keywords to target consumers who search for what you offer on search engines like Google, Yahoo!, and Bing.

Their writing is not only meant to inform readers but to persuade them and help businesses achieve their goals.

Creative directors oversee the work of the entire agency and advise clients on marketing activities such as social media or website design.

They also plan strategy, manage project budgets and offer their expertise for successful advertising campaigns.

They may recommend agencies with particular skills such as website development, email marketing, or social media expertise.

Objectives of an Advertising Agencies

When you work with an advertising agency to create your ads, it's important that you clearly define what success means for your campaign before any services are rendered; this is a big commitment after all!

The organizational structure of an ad agency varies greatly depending on the size and company dynamics.

However, there are some common aspects that most have in place including a client services manager who handles account management, media planners, and buyers responsible for selecting and purchasing the media to deliver ads.

Production artists produce the graphics and images that are used in ads. Depending on the agency, production artists may also be responsible for taking product photos, photo research, and other photography duties to support ads.

They then create demo reels or portfolios showcasing their work for potential clients.

Agency web designers focus on digital sites, social media profiles, email marketing campaigns, and landing pages that are used to build an online presence.

Digital sites can range from small business websites to well-known companies like Coca-Cola.

Agency web designers work with their clients (and other agency professionals) to ensure their online advertising is reaching the right target audience, users are staying on the site long enough, and that the site is compatible with all browsers.

Agencies may also engage in cross-platform marketing activities like paid search optimization (called Search Engine Marketing or SEM), email marketing, social media advertising, and even online video ads.

Many agencies offer multiple services so they can take on smaller projects or specialize in a few areas to provide a wide range of expertise for their clients.

A creative director who creates or oversees the design of advertising materials such as print advertisements, TV commercials, etc., an account executive responsible for relationship management with clients including project management.

How do they charge?

Clients pay an ad agency either on a per-project basis or monthly retainer fees depending on the type of services.

If you are looking to hire an ad agency, I recommend signing a contract so both parties have clear expectations of what is to be delivered and on what timeline.

This can be further broken down into different departments including copywriters, art directors, designers, production artists, and more who work together to present advertising ideas that support the company’s marketing objectives.

Many ad agencies are rewarded for their work primarily on commission. This means that the agency only makes money if you do!

Commitments of the Advertising Agencies

There are many commitments that both the client and the ad agency need to be aware of when working together.

First, an advertising campaign should not interrupt or interfere with a company's existing marketing strategy; this includes TV and radio ads as well!  

The agency should work with the client to ensure that the campaign won't negatively impact their other investment in marketing.

Secondly, agencies need to understand whether there is a time limit on the project or if it will be an ongoing try. Some projects are short-term while others may take many months to complete depending on your goals and objectives.

This is why it is important to know what the result of your campaign should be! Make sure you both agree on where you want your business to be by the time the project ends.

Lastly, agencies need a clear idea of those who will assess success including those involved in the production and those approving creative ideas.

After all, everyone wants their ad to be visible to the right group of people, have them think about your brand and have them act on it!

Working with an ad agency is a great way to take advantage of professional expertise, creativity, and new ideas for your business. This adds value to the client-agency relationship as things are being done right the first time.

Conclusion

Agency professionals are creative individuals with agency-specific knowledge of best practices. They can create designs, copies, and graphics that work within your brand's voice.

The goal is for an ad agency to help you communicate the right message in the right way to the right people at the right time! An advertising agency is a unique business that has been around for many years and continues to evolve as new technology emerges.

They work with companies to develop marketing strategies on all digital channels including websites, social media profiles, email marketing campaigns, and more.

It is also important for agencies to know how much time they have allocated for work on your project before starting services because it can be costly if you're constantly switching back and forth between projects within their pipeline.