The main role of an advertising agency is to develop strategic and
creative ideas to communicate a product, a service, or a brand.
Today communication agency has basically three main departments.
The account department handles the contact and relationship with the clients.
The creative department that creates and produce the communication pieces and
the traffic department that plans the creative process in a timely manner.
Structures of account in creative departments are similar
to restaurants structure.
The maid and
the waiters who had in contact with the clients will be the account people.
And the chef and the cooks who create the websites are the creators.
The success of any agency depends on understanding and
collaboration between these two departments.
Account planners are the bridge between the account and credit departments.
The job is to understand the consumers of our clients and
defend the consumer's point of view when the agency's debating
which approach is the right one for the campaign.
Inside the account department there is a hierarchical
structure divided in account director, account supervisor and account secretary.
The credit department is managed by the executive credit director.
This department is composed of different teams of copywriters and
a director who work together to create ideas.
Ideas have to be validated by the creative director, and the account director.
Copywriters are responsible for the text and
art directors manage everything related with an image.
Design of the graphic layout, pictures,
composition, story board, when we make a TV commercial.
Within the credit department, we actually have audiovisual producers and
graphic producers.
Audiovisual producers is in charge of the technical production of videos,
TV commercials, radio commercial.
And the graphic producer prepares the final arts to publish print ads,
billboards, brochures and posters.
Because artists always work with strict deadlines for it's campaign,
especially due to the increase the miasma of the market.
Family planning of the creative process is very critical.
There is a responsibility of the traffic department to plan all the steps of
the process, to improve the use of the time and profitability of their work.
Account planners, creatives, producers are all coordinated by traffic department.
So far, I have been explaining the classic structure of a big advertising agency.
However, recently with the economic crisis,
fees paid to agencies have decreased drastically.
So this kind of classical structure can no longer be maintained.
Rather than having an organization within the company,
I just start working with other companies.
For example, we work with strategic marketing consultants,
creative freelance, digital and social network specialists, and so on.
There are doubts whether advertising agencies will survive in the long run.
Type the phrase, the ad as you see it,
is there in Google and you will get more than 47 million results.
Book titled My Son Slaughter,
written by Michael Former that explains the process that [INAUDIBLE] led to
questions regarding the future of both advertising agencies.
Anyway, we, the people who are working in agencies are optimistic.
It's a fundamental condition to work in advertising.
And we know that form of advertising may change.
The need for advertising agencies will remain.
There will always be clients buying talent in one way or
another to develop that communication.
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