Professional Documents
Culture Documents
MARKETING
DEPARTMENTS
defines the brand
sets limitations
sets the budget
(dis)approves the
campaigns
provides agency
with a brief
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ADVERTISING
AGENCIES
develops campaign
big idea
develops campaign
strategy
develops materials
for production
ADVERTISING
CAMPAIGNS
[ OUTPUT ]
makes use of
traditional and/or
non-traditional
media
often identified
through their slogan
TRADITIONAL
ADVERTISING
DIGITAL/INTERACTIVE
ADVERTISING
TRADITIONAL ADVERTISING
1950's
sales and awareness
are the only KPIs
global campaigns
didn't exist
limited
channels/stations
very few
competition
only had few
brands
CLIENT
demanded more
scientific tools to
measure success
involved consumers in
their product
development
global and regional
campaigns are normal
introduction of
other KPIs
developed
campaigns that solely
relied on good design
and witty words.
AGENCY
limited
households
with access
only three mediums
MEDIA
the birth of
other mediums
less social
restrictions (i.e. sexual,
competitive)
more channels,
stations and
publications
2010's
CONSUMER
consumers became
part of the product
development process
demanded more
social responsibility
too distracted by
excessive content
more power to affect
brand change (i.e.
viral videos, lobbying,
etc.)
1950's
completes entire
campaign
approval for
production
completes entire
campaign
approval for
production and
bidding
2010's
roll out to
countless other
mediums
-->
--> MEDIA
agency
standby
to make
possible
immediate
changes
CONSUMER
Client to Agency
(Accounts)
presentation
of agency brief
accounts
sets up a
team and
takes into
considerat
ion other
accounts
hire
research
agency
Accounts
(L) brief
Strategic
Planning
and
Creatives
PROJECT
BRIEFING
CREATIVE
BRIEFING
Aligning creative
ideas with big idea
and strategic
direction
DEVELOPING CREATIVE
MATERIALS
Strategic Planning
DEVELOPING
STRATEGIC PLAN
VALIDATION if certain
information/paramet
ers were not brought
up during briefing
Creatives
PITCH PREP
Agency to Client
PITCH DAY
Creatives
Accounts
agency on alert in
case of emergency
changes
CAMPAIGN
LAUNCH
MEDIA BUYING
PRODUCTION
REVISIONS UNTIL
APPROVED BY ASC
PRE-PRODUCTION
includes the following: bid for
direction, bid for production
house, casting, endorser,
location and shooting permits
includes the
following: pitch
deck, cost
estimate,
creative deck,
printed mockups
APPROVAL OF AD
STANDRDS COUNCIL
Accounts
INTEGRATION
There is a need for agencies to integrate into their businesses the media
and production even if it has to be three separate entities in strict
collaboration with each other.
IMPROVED QUALITY OF
Campaigns
improved employee
work conditions
DIGITAL ADVERTISING
There are three major problem areas that affect the digital advertising
industry's supply chain.
INVALID TRAFFIC
Bots that generate
automatic visits and
click farms.
These non-human
traffic create losses for
clients as no one is hit
by the message of the
ads.
piracy
Some content are
embeded in many
content such as videos
and music and these
are not reaching their
targets.
Client to Agency
(Accounts)
presentation
of agency brief
accounts
sets up a
team and
takes into
considerat
ion other
accounts
Accounts
(L) brief
Strategic
Planning
and
Creatives
PROJECT
BRIEFING
DEVELOPING CREATIVE
MATERIALS
CREATIVE
BRIEFING
DEVELOPMENT
PITCH PREP
Agency to Client
Strategic Planning
PITCH DAY
DEVELOPING
STRATEGIC PLAN
develop
content plan
VALIDATION if certain
information/paramet
ers were not brought
up during briefing
Accounts
CREATIVE AND
DEVELOPMENT
agency standby for
changes to content
plan, etc.
CAMPAIGN
LAUNCH
social media
management
includes the
following: pitch deck,
cost estimate, media
plan, mock-ups
SUMMARY
TRADITIONAL
Improvement can be
achieved by fixing the
process and try to
integrate other factors in
the industry such as
media and production.
Due to the cost of a
campaign and the
nature of the industry a
process heavy is
necessary to assure
value for money.
DIGITAL
Improvement for digital
advertising can be
achieved if the industry
can counter external
attacks such as: piracy,
ad blockers and
malware and invalid
traffic.
Without proper
regulations, clients can
lose faith in the industry
because they are not
hitting their targets.