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Advertising agencies is dated back to
1812 when George Reynell opened an advertising agency in London.
Next was Volneey B. Palmer who started space selling in 1850. William
James Carton started space selling in religious magazines in 1864 and
James Walter Thompson joined him in 1868, he superseded his work and
soon bought over the company, employed writers and artists and formed
the first creative department. From then on many advertising agencies
evolved and flourished.
Any brand is born to grown up in every household. But how should the
owner sell his product. Salesmen are the best thing that could happen to
them, yet they do not solve the purpose completely. They could make a
print ad and release it in the publication. But what should the ad talk
about, who will write it and which newspaper should it be published in?
These and many more are small questions to the whys of an advertising
agency.
And so the advertising agency is born. At the forefront it deals with
clients and their perspectives. What do they want their brand to
portray, what is the underlying meaning of the brand, who is the target
audience and where should the marketing take place. These are few
questions the agency interrogates the client before they take on the
brand. As they have to understand the fundamentals of the brand to
achieve targets and create a market.
The task is then broadly distributed between the media department,
creative and account management.
The media guys have to learn which media will best suit the brand -
print, electronic, outdoor or point of sale. This will depend on the
budget at hand and what can be achieved maximum within the budget.
Next the creative department will hold a brainstorming meeting to ideate
on the brand after the download from the account planning guys have
briefed them. Its existing image, audience and style will be analyzed
for necessary action to be taken. For instance does the brand need a
turnaround or it only has to be hammered into the audience more.
Accordingly the idea will evolve and translate into the briefed media.
Presentations are done by the advertising agency to the client within
the stipulated time and if approvals are given, immediate executions
take place else it calls for rework.
These are mega processes that consume exhaustive hours and require staff
to sometimes stay back for days together. All to meet the deadline with
a formidable idea. And ofcourse every good idea is received with
increase in sales and a pat on the back for the agency. For this the
agency receives monies that help them sustain. However some agencies
take a chip from the profit as they are assured of their deliveries.
Related:
advertising agency jobs
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careers in public relations |
advertising companies |
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