Structure, way of work, departments' relations, briefing journey

1. Ad & PR Lab
Panteion University

2. Hello once again

3. Today we’ll open the doors
of an ad agency

5. Advertising agency
(according to AAAA – Association of Advertising
Agencies of America):
“An independent business organization composed of
creative and business people who develop, prepare and
place advertising media for sellers seeking to find
customers for their goods and services.”

6. Full range
communication
agency
ATL Digital
BTL
PR
Media
Production
Communication sectors
Research

7. Types of communication agencies
Full range service (one agency)
Specialists agencies
Creative/Boutique agencies
Communication groups (multiple agencies under a
group)

8. Agency examples

12. Agency teams diagram

14. And in a digital agency version
(or a digital branch of a group)

15. The teams
(analysis works for any kind of agency)

16. The Account Management team
 The bond between the client and the internal agency team,
building relationships and growing the business
 The strategy and communication goals’ gatekeeper,
responsible for the correct briefings, de-briefings and
presentations
 The coordinator of all agency departments
 Ensures the accounts’ profitability and development

17. The Account Planning team
(usually in larger agencies)
Conductors of research and analysis to define the key target
groups for each project
Creators of personas to which campaigns should aim at
Writers of briefs, in cooperation with the Account Management
department

18. The Creative team
 They work on particular briefs
 The effort is to produce ideas that are both creative and
effective as to the brief that has been given
 They form teams of Art Directors and Copywriters (of
different levels) or Web designers and Digital Copywriters (in
Digital departments/ Agencies)

19. The Studio team
 They prepare the final artwork before that goes to printing
 The outcome of their work must comply with directions by
the Creative and the Production team

20. The Traffic team
 They make sure all projects are done on time – keeps the
agency’s heart beating
 They define timings for the Account team to give their brief
to the Creative and when the Creative must present the
work to the Account team

21. The Production team
 They are responsible for the production of the campaign
(print, TV, radio, etc.)
 They take offers from vendors in order to find the most cost
effective for the client and the agency (correct ratio between
value and money)

22. The Media team
 They form the media strategy according to the Account
team’s brief
 They come up with the most effective Media Plans in order
to reach the given target group
 They cultivate media liaisons, so as to achieve client’s goals

23. The Finance team
 They handle payment of salaries, benefits, vendor costs,
travel, day-to-day business costs and everything else you'd
expect from doing business
 They are also responsible for following up on client’s
payments and reporting to the network (if applicable)
Fun fact: approximately 70% of an ad agency's income pays
employees’ salaries.

24. The Human Resources team
 They take care of the employees’ well being, which accounts
for the agency’s well being 
 They are responsible of hiring and letting go of personnel
 They organize seminars, participation of employees to
congresses, educational trips, etc.
 They conduct research in order to define the working
environment and propose ways to improve it

29. A brief’s journey

30. Client
brief
Ac.Team
Ac.Planning
Traffic Creative
Reviews
Presenta
tion
Client
debrief
Creative
corrections
Production
of material
Media
planning &
buying
Client
Approval Airing

31. Source: http://umdirect.com.au/digital-agency-market-overview/
Types of remuneration

34. 1story blog
(http://1story.tumblr.com/)

35. Thank you