How an Ad Agency Works

The past two blog posts have looked at the position and job on an account executive, but how does an advertising agency work?

Advertising agencies vary in how they run and how they are structured. Most agencies wil organize based on two different strategies. They will organize their company by departments such as creative, art, accounting, and so on. Other agencies choose a structure built into groups or teams that work on the same accounts.

One of the most important things to remember in an agency is that not every job is right for an agency. There are a lot of working parts that go into a project for a client, and it does not always work out. Sometimes and agency and a client just do not work, or click, well together.

There are multiple reasons that a client and an agency may not be right for each other. For example, the size and cost of a project may be the issue. A smaller agency cannot bite off more than it can chew while a bigger agency normally does not want to waste time and resources on accounts that are too small. Other times an agency and a client might not compliment each other. If a client wants very fresh, new, out-of-the-box thinking, an agency that is strong in account management but lacks creatively would not fit.  This means that agencies need to evaluate clients, and decide which ones fit their respective agency.

Once and agency has decided to take on a project, they begin the process of starting. It starts with getting cost estimates and creative briefs approved by the client and people within the agency. Then begins the creative process. The creative process is essentially brainstorming and coming up with ideas based on the clients wants and needs. Once an idea or pitch is agreed on, the agency moves on to the production stage.

The production stage is where the agency’s plan comes to life. This process includes hiring production crews, securing tv and/or radio spots, hiring and recruiting talent needed, etc. After the initial production, the agency and the client will look at the final product to make sure everything is how it was envisioned before it is released. Once, everything is finalized and the last edits are done, the project is released to the world.

Working at an agency is not just coming up with ideas and shooting commercials. There is a method and complicated process behind each project. Not every project is the right fit for an agency, but other times a client and an agency work together flawlessly. An advertising agency’s processes are dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for its clients.