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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}

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Client servicing dept
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
The Origin …

Client To Account Executive {AE}

AE the ONLY CONTACT of the Client

Client requirement = Instructions

In Advertising = “Brief / ing”


Client servicing dept1
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
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
A Good AE ?

Very ‘Friendly & Social’ – get along with people – Client, Agency and Third Party

Good ‘Planner’


A good ae1
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 ae2
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 ae3
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
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
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 agency1
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 agency2
Back In The Agency …

Eventually approved

Scheduling of the plan

Meeting with Production Dept.

Printing estimate


Back in the agency3
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


Revolves Central Hub around whom the Agency

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


Evolves Central Hub around whom the Agency

Procure new / more assignments and the Agency grows …

So does the AE


With client
With Client … Central Hub around whom the Agency

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 agency4
Back In The Agency … Central Hub around whom 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 agency5
Back In The Agency … Central Hub around whom 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 agency6
Back In The Agency … Central Hub around whom 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 agency7
Back In The Agency … Central Hub around whom 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 agency8
Back In The Agency … Central Hub around whom 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 agency9
Back In The Agency … Central Hub around whom 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 agency10
Back In The Agency … Central Hub around whom 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 ae4
A Good AE ? Central Hub around whom the Agency

Some important things to remember when visiting a Client


A good ae5
A Good AE ? Central Hub around whom the Agency

Understand the Services the Agency can offer

Interact with colleagues about the Client – to offer better service


A good ae6
A Good AE ? Central Hub around whom the Agency

Client may not be familiar with Advertising terms / jargon – try to educate him

Be proactive – a news item, something heard


A good ae7
A Good AE ? Central Hub around whom the Agency

Get to know as much as possible about the Client – likes / dislikes

Be structured and brief in your discussion


A good ae8
A Good AE ? Central Hub around whom the Agency

Be punctual

Dress neatly – reflects your Agency

Listen to the Client - understand his requirement – reconfirm


A good ae9
A Good AE ? Central Hub around whom the Agency

Do not over commit

Plan your actions and follow up

Be prompt in your Call / Service Report

Follow up for payments


Ten commandments
Ten Commandments … Central Hub around whom the Agency

Return Client’s call immediately

Send Contact Report regularly

Don’t make false promises


Ten commandments1
Ten Commandments … Central Hub around whom the Agency

4. Check & double check all material & bills

5. Trust your colleagues

6. Don’t take things for granted

7. Be prepared for ‘anything’


Ten commandments2
Ten Commandments … Central Hub around whom the Agency

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
Copy Dept… Central Hub around whom the Agency

Write copy for

Advertisements

Hoardings

Printing matter

Radio

Television

Anything else


Art dept
Art Dept… Central Hub around whom the Agency

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


Visualising
Visualising … Central Hub around whom the Agency

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
Model Coordinator … Central Hub around whom the Agency

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


Media dept
Media Dept… Central Hub around whom the Agency

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


Media dept1
Media Dept… Central Hub around whom the Agency

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


Media dept2
Media Dept… Central Hub around whom the Agency

Estimate

Plan

Schedule

Release

Follow up

Bill – Client / Media

Handle Press Conferences

PR Dept. of the Agency


Production dept
Production Dept… Central Hub around whom the Agency

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 dept1
Production Dept… Central Hub around whom the Agency

Estimate

Plan

Schedule

Purchase / Print

Physical Supply / Deliver

Follow up

Bill – Client / Suppliers


Other depts
Other Depts … Central Hub around whom the Agency

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


Other depts1
Other Depts … Central Hub around whom the Agency

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


Other depts2
Other Depts … Central Hub around whom the Agency

Market Research - MBA

Accounts – B.Com

HR / Personnel

Administration


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