Ad Agency
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The Advertising Agency
Introduction Advertising as an industry is more than two hundred years old. From the simple job of buying and selling space in newspapers, the ad agencies over a period of time have become complex structures with niche specializations. The dependence of ad agencies, however on media for earning a major chunk of revenue remains the same.
Ad agency scene in India From the home grown to global agencies, advertising agencies in India witnessed a great turn around in the 1990s. 0.5% of GDP in India. Thailand: 0.9%. USA: 1.3%. Indian ads are winning international awards.
Types of Advertising Agencies Full-service ad agency (Provides a whole range of services to the clients, both advertising and non-advertising). A la Carte services (Such outfits specialize in creative concepts/ strategy development/ media planning). The house agency (A house agency is an advertising agency established by a company to look after its advertising requirements).
Full service Advertising (including healthcare, financial) Graphic design Brand consultancy PR Experiential Marketing Interactive Media Planning & Buying
Full service OOH CRM Promotions Sports and entertainment sponsorship TV Programs Ad and corporate film production
Specialist departments in an ad agency Account Planning Account management (Help from ‘Traffic’) Creative services (‘Digital studio’ included) Media services
Typical structure of an Indian Ad Agency
How do agencies earn revenue?
15% commission or as negotiated Creative fees Fee: Fixed; Fee-commission Cost - plus Agreement Incentive - based
How advertisers retain advertising agencies
Getting leads Proactive pitching: Agency taking a lead in contacting a prospect Reactive Pitching: In response to the client contacting the agency
What does an advertiser look for in advertising agencies? The prime consideration on the mind of an advertiser while retaining an advertising agency is that it is able to build a brand.
What does an advertiser look for in advertising agencies? Demographics of agency, including billing Attitude and involvement factor Specific expertise required Past record in creatives, media Recommendation from others
Building relationships The Softer Aspects 1. Trust 2. Honesty 3. Commitment & Responsibility 4. Understanding & Empathy 5. Respect
Introduction Advertising as an industry is more than two hundred years old. From the simple job of buying and selling space in newspapers, the ad agencies over a period of time have become complex structures with niche specializations. The dependence of ad agencies, however on media for earning a major chunk of revenue remains the same.
Ad agency scene in India From the home grown to global agencies, advertising agencies in India witnessed a great turn around in the 1990s. 0.5% of GDP in India. Thailand: 0.9%. USA: 1.3%. Indian ads are winning international awards.
Types of Advertising Agencies Full-service ad agency (Provides a whole range of services to the clients, both advertising and non-advertising). A la Carte services (Such outfits specialize in creative concepts/ strategy development/ media planning). The house agency (A house agency is an advertising agency established by a company to look after its advertising requirements).
Full service Advertising (including healthcare, financial) Graphic design Brand consultancy PR Experiential Marketing Interactive Media Planning & Buying
Full service OOH CRM Promotions Sports and entertainment sponsorship TV Programs Ad and corporate film production
Specialist departments in an ad agency Account Planning Account management (Help from ‘Traffic’) Creative services (‘Digital studio’ included) Media services
Typical structure of an Indian Ad Agency
How do agencies earn revenue?
15% commission or as negotiated Creative fees Fee: Fixed; Fee-commission Cost - plus Agreement Incentive - based
How advertisers retain advertising agencies
Getting leads Proactive pitching: Agency taking a lead in contacting a prospect Reactive Pitching: In response to the client contacting the agency
What does an advertiser look for in advertising agencies? The prime consideration on the mind of an advertiser while retaining an advertising agency is that it is able to build a brand.
What does an advertiser look for in advertising agencies? Demographics of agency, including billing Attitude and involvement factor Specific expertise required Past record in creatives, media Recommendation from others
Building relationships The Softer Aspects 1. Trust 2. Honesty 3. Commitment & Responsibility 4. Understanding & Empathy 5. Respect
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