ADVERTISING AGENCY SET - UP

Client Servicing Dept. … Very important Dept. Ambassadors of the Agency Only ‘contact’ / link between the Client & Agency With Client - represent the Agency In Agency - represent the Client

The Origin … Client To Account Executive {AE} AE the ONLY CONTACT of the Client Client requirement = Instructions In Advertising = “Brief / ing”

Client Servicing Dept. … It contacts / interacts with “all” the Depts. of the Agency – hence, must have thorough knowledge of the working and functions of the Departments

A Good Account Executive ? Must be : Very good “Communicator” – listen, understand & pass - on communication effectively- AE must UNDERSTAND the “Briefing” thoroughly – no ambiguity AE must be able to CONVEY this “Brief” to the concerned Department in the Agency

A Good AE ? Very ‘Friendly & Social’ – get along with people – Client, Agency and Third Party Good ‘Planner’

A Good AE ? Must believe in “Team Work” Must think & work towards the Agency & Client’s interest As a Team Leader must accept the Blame for any error, yet pass on the Praise for the ‘Good work’ Must be open to ‘New Ideas’ Be aware of Media trends

A Good AE ? Must NOT be unreasonable as to ‘deadlines’ to any Dept. Ensure that the Creative Team visit the Client’s plant and understand the process Must appreciate the work of the Creative Team

A Good AE ? Must have sufficient knowledge of printing technology Interact & build good relationship with other Depts. of the Client All jobs can’t be Urgent – don’t accept unreasonable deadlines

The AE should ask … Why - reason ? Who - target audience ? When to reach them ? Where to reach them ? What is the time span ? How frequently to reach them ? Budget ?

Back In The Agency … Meeting with Creative Dept. – Art & Copy Copy first – visual accordingly Rough Layouts – to AE AE to Client Client may approve / reject / rework in combination

Back In The Agency … Process on till Client’s approval Meeting with Media Dept. Media selection / recommendation / estimate Client may approve / reject / rework

Back In The Agency … Eventually approved Scheduling of the plan Meeting with Production Dept. Printing estimate

Back In The Agency … Client may approve / reject / rework – change in paper / specifications / quantity / number of photographs {any change of specifications}

Account Executive {AE} is the Central Hub around whom the Agency Revolves & Evolves & Evolves

17 Revolves Procure new assignments and all the Departments get to work – kept busy

Evolves Procure new / more assignments and the Agency grows … So does the AE

With Client … The layouts / media estimate / production estimates - reworked till Client is satisfied Client approves them Get Client’s approval & signature on layout, and estimates – gives authenticity

Back In The Agency … Approval given to the respective Depts. to go ahead Final artwork – Art Dept. Copy to check the copy Client’s approval and signature on Final artwork

Back In The Agency … Advts release in Media as per media schedule Release Order { R.O.} to media to publish / release the advertisement as per instructions – date, page number, etc.

Back In The Agency … Advts release in Media as per media schedule Release Order { R.O.} to media to publish / release the advertisement as per instructions – date, page number, etc.

Back In The Agency … Advts released in Media as per R.O. Media Dept. to make bill and attach ‘Voucher Copy’ as proof of release Photograph of Hoarding as proof of release

Back In The Agency … Production Dept. undertake printing as per the specification of the approved estimate Delivery to Client with proper Challan – P.O. / Letter / Reference number Obtain GRR / GRN on Challan

Back In The Agency … Production to make Bill {far as possible attach copy of printed matter to bill} All bills checked by Accounts Dept. Handed to AE

Back In The Agency … AE to Client AE to follow Client for payment AE should know the ‘System’ at Client’s end for follow up and faster recovery of money AE’s job NOT over till payment is received

A Good AE ? Some important things to remember when visiting a Client

A Good AE ? Understand the Services the Agency can offer Interact with colleagues about the Client – to offer better service

A Good AE ? Client may not be familiar with Advertising terms / jargon – try to educate him Be proactive – a news item, something heard

A Good AE ? Get to know as much as possible about the Client – likes / dislikes Be structured and brief in your discussion

A Good AE ? Be punctual Dress neatly – reflects your Agency Listen to the Client - understand his requirement – reconfirm

A Good AE ? Do not over commit Plan your actions and follow up Be prompt in your Call / Service Report Follow up for payments

Ten Commandments … 1. Return Client’s call immediately 2. Send Contact Report regularly 3. Don’t make false promises

Ten Commandments … 4. Check & double check all material & bills 5. Trust your colleagues 6. Don’t take things for granted 7. Be prepared for ‘anything’

Ten Commandments … 8. Take the initiative 9. Don’t be afraid to ask for help 10. Job is NOT over till the payment is received from the Client

Copy Dept… Write copy for Advertisements Hoardings Printing matter Radio Television Anything else

Art Dept… Create visuals / artwork for advertisements on the basis of the written text of the Copy Dept.

Visualising … Creating the ad as per the Copy – thus understand the language and message Link of Copy & Visual Ability to picturize the advt. in Newspaper / TV / Outdoor / Print

Model Coordinator … Maintain profiles of Models, and their details – category, price, availability, etc.

Media Dept… Maintain PR & Good Rapport with the Media Vehicles – Newspapers & Publications, Hoarding Contractors, Radio Stations & TV Channels, etc.

Media Dept… Must have rates and other details of the Media Vehicles – Newspapers & Publications, Hoarding Contractors, Radio Stations & TV Channels, etc.

Media Dept… Estimate Plan Schedule Release Follow up Bill – Client / Media Handle Press Conferences PR Dept. of the Agency

Production Dept… Looks after all the Printing jobs of the Agency for the Client Must have rates and other details of various suppliers like – Printers, Processors, Paper Merchants, Binders, etc.

Production Dept… Estimate Plan Schedule Purchase / Print Physical Supply / Deliver Follow up Bill – Client / Suppliers

Other Depts … Audio Visual – actual shooting, editing, and making the ‘finished product’ as per the approved “Story Board”

Other Depts … Coordinating with the various suppliers and personnel like camera men, light men, etc.

Other Depts … Market Research - MBA Accounts – B.Com HR / Personnel Administration