Workshop on Client Servicing

Prof. Sweta Kanade

Introductions

BIG PROJECT

What is advertising?

Paid form of communication

Sells or promotes products & services by talking about the USP

Talks to users and prospects on a large scale, hence also

termed as mass communication

What is an ad agency?

What are the different methods of

communication?

ATL- Above The Line

What are the different methods of

communication?
Hoarding, bus shelter, bus backs, banners, posters, tent cards, standee,
leaflets, brochures, sampling, danglers, buntings etc.

BTL- Below The Line

What are the different methods of

communication?

What are the different methods of

communication?

What are the different departments in

an ad agency?
Creative

Fin &
Admin

Planning
Servicing

Films

Studio

Hierarchy in Client Servicing

AVP

CSD

AD

GAM

Sup

Sr.AE

AE

Jr.AE

Mgt
trainee

Hierarchy in Creative
NCD

ECD

Gr CD

Sr.CD

CD

ACD

Gr head

Copy
contr
Copy
Sup

Sr.copy

copy

Jr.Copy

Copy
trainee

Who is a Quality servicing person?

Q

QuestionsAbout the brief, the brand, the job in hand, basically EVERYTHING

UnderstandEveryone you work with, requirements of the brand and the job

AwareRead about the competition, brand, latest trends, industry

ListenTo advice

InvolvedIn the job, the team, the brand

TimeAdhere to time lines, deadlines, and manage your time well

Yes SirDO NOT DO THAT EVER!

Things you will need to know

WIP:

Track your daily activities, update regularly

Weekly update meetings

Shared with client

Minutes:

Make detailed notes

Legitimizes your meetings, and helps in CYA

Admin assistance:

Keep track of estimate approvals

Payment of bills

Maintain guard book

Dispatch (acknowledgements)

Keep track of birthdays of clients

Things you will need to know

Requisition and job no.

For layouts

For artwork

Layouts

Initial creatives shared with the client for approval

Given by your creative team

Will be used for further creative adaptations

Artwork

Layout file used for finalizing as per specs.

Final file that goes out for printing

Things you will need to know

Files and file formats

Ai, CDR, psd files for artworks

Open files

CTC file

Third party relationship

Outdoor agency

Films & Production-master tape, betas, edits, dubs, ppm

Media agency

Illustrators

Client v/s Creative brief

Creative brief

BRAND IDEA

A short phrase or sentence

The creative brief further explores this idea

A captivating expression of the needs & wants a brand best satisfiesthat simultaneously
conveys the brands ultimate purpose or commitment.
Definition Part
A captivating expression
of the needs & wants
a brand best satisfies
that simultaneously conveys
the brands ultimate purpose or commitment.

Which Means
Words that go beyond the literal, that typically carry
appropriate double & triple meanings or connotations
Not merely functional problems that the brands
performance solves, but also those deeperseated desires that accompany them
The most meaningful differentiationaimed at the
brands intended target
That by its word-structure either explicitly or implicitly
indicates
The brands most valued sense of purpose; what it,
more than any other brand like it, is and always has
been committed to

Examples of brand idea

Hondas The Power of Dreams

Land Rover Go beyond

Creative brief

PROBLEM
Describe the problem that this communication is intended to address
Be clear about the specific problem we are asking the creative work to
solve
E.g. a brand being seen as old-fashioned, or no awareness of the diet
variant
Should reference the business problem
E.g. defending a price rise, losing market share

AUDIENCE
Should also refer to where the consumer currently stands in relation to the
brand and the problem
Meaningful geographical differences should be considered here
Usually the end buyers or users of the brand, but can also be other
audiences
e.g. employees, journalists etc.

Creative brief

TASK

Specific tasks that we are looking to achieve with the communication

Must have a logical link to the Problem section in the brief

Tasks should be specific about what we believe the campaign needs to do

Each task must be a realistic and important part of the campaign

STIMULUS

This concisely describes the thing the communication needs to convey

E.g. a brief for a web site may need stimulus about product information,
user reviews, and purchase information

RESPONSE

How we want the audience to respond to the stimulus

What we want people to think, feel and do

This section describes how people will spend time with the idea and is
therefore the primary way of thinking about its effectiveness

Creative brief

CHANNEL THINKING

Should describe the best media judgements that can made at this point in the
process

Should be revised in accordance with the emergent creative thinking

It is not just advertising media (e.g. TV, print, posters) that can be mentioned
here but it should allow for any contextual help. E.g. Monday mornings are a
good time to talk to people about holidays

DISCOVERIES

Original and insightful observations/facts

E.g.: a brief about fashion will probably invite some insightful thoughts about
the industry, the retail environment, and celebrities

REQUIRED MATERIALS/ COLLATERALS

Materials that are required from this brief

E.g: website concepts, TV advertising scripts, short film

Creative brief

WHERE IN THE WORLD

Summarise the regions and/or markets for which the materials will be used

TIMING

BUDGET

CREATIVE MANDATORIES

APPROVALS

Creative brief- Insights

Insight

Digging past what is immediately obvious

Approaching a known from a different angle. Digging, mining,

questioning.

Low-potency insight & high potency insight (e.g. washing powder)

The best description of an insight is derived from the answer to

Jeremy Bullmores question Why is a good insight like a
refrigerator? his answer Because the moment you look into it,
a light comes on

Client brief

The write up that comes to you from the client explaining

The product/ offer

Duration & dates

Regions/ places to be covered by the communication

What is the goal of the communication

Materials/collaterals required

Timelines

Some types of marketing

Ambush marketing

Guerilla marketing

Stealth marketing

Affiliate marketing

Flanking

Some types of marketing

Thank You