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Advertising agency

An advertising agency or ad agency is a service business dedicated to creating, planning and


handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is
independent from the client and provides an outside point of view to the effort of selling the
client's products or services. An agency can also handle overall marketing and branding
strategies and sales promotions for its clients.

Typical ad agency clients include businesses and corporations, non-profit organizations and
government agencies. Agencies may be hired to produce an advertising campaign.

Contents
1 History

 2 Types of advertising agencies


o 2.1 Limited-Service Advertising Agencies
o 2.2 Specialist Advertising Agencies
o 2.3 In-House Advertising Agencies
o 2.4 Interactive agencies
o 2.5 Search engine agencies
o 2.6 Social media agencies
o 2.7 Healthcare communications agencies
o 2.8 Medical education agencies
o 2.9 Other agencies
 3 Agency departments
o 3.1 Creative department
o 3.2 Account services
o 3.3 Media services
o 3.4 Production
o 3.5 Other departments and personnel
 4 See also
 5 References
 6 External links

[edit] History
The first acknowledged advertising agency was William Taylor in 1786, another agency was
started by James 'Jem' White in Fleet Street, London in 1800, and eventually evolved into White
Bull Holmes a recruitment advertising agency, that went out of business in the late 1980s.[1][2] In
1812 George Reynell, an officer at the London Gazette, set up another of the early advertising
agencies also in London.[1] This remained a family business until 1993, as 'Reynell & Son', and is
now part of the TMP Worldwide agency (UK and Ireland) under the brand TMP Reynell.[1]
Another early agency that traded until recently ,was founded by Charles Barker, and the firm he
established traded as 'Barkers' until 2009 when it went into Administration.

Volney B. Palmer opened the first American advertising agency, in Philadelphia in 1850. This
agency placed ads produced by its clients in various newspapers

produce "photographs, ambrotypes and daguerreotypes." His ads were the first whose typeface
and fonts were distinct from the text of the publication and from that of other advertisements. At
that time all newspaper ads were set in agate and only agate. His use of larger distinctive fonts
caused a sensation. Later that same year Robert Bonner ran the first full-page ad in a newspaper.

In 1864, William James Carlton began selling advertising space in religious magazines. James
Walter Thompson joined this firm in 1868. Thompson rapidly became their best salesman,
purchasing the company in 1877 and renaming it the James Walter Thompson Company, which
today is the oldest American advertising agency. Realizing that he could sell more space if the
company provided the service of developing content for advertisers, Thompson hired writers and
artists to form the first known Creative Department in an advertising agency. He is credited as
the "father of modern magazine advertising" in the US.

[edit] Types of advertising agencies


Ad agencies come in all sizes and include everything from one or two-person shops (which rely
mostly on freelance talent to perform most functions), small to medium sized agencies, large
independents such as SMART and multi-national, multi-agency conglomerates such as
Omnicom Group, WPP Group, Publicis, Interpublic Group of Companies and Havas.

[edit] Limited-Service Advertising Agencies

Some advertising agencies limit the amount and kind of service they offer. Such agencies usually
offer only one or two of the basic services. For example, although some agencies that specialize
in "creative" also offer strategic advertising planning service, their basic interest is in the creation
of advertising. Similarly, some "media-buying services" offer media planning service but
concentrate on media buying, placement, and billing.

When the advertiser chooses to use limited-service advertising agencies, it must assume some of
the advertising planning and coordination activities that are routinely handled by the full-service
advertising agency. Thus, the advertiser who uses limited-service agencies usually takes greater
responsibility for the strategic planning function, gives greater strategic direction to specialist
creative or media agencies, and exercises greater control over the product of these specialized
agencies, ensuring that their separate activities are well-ordered and -coordinated.

[edit] Specialist Advertising Agencies

In addition to the full-service, general-line advertising agencies, there are also agencies that
specialize in particular kinds of advertising: recruitment, help-wanted, medical, classified,
industrial, financial, direct-response, retail, yellow pages, theatrical/entertainment, investment,
travel, and so on.

Specialization occurs in such fields for a variety of reasons. Often, as in recruitment advertising,
for example, specialized media or media uses are involved that require knowledge and expertise
not ordinarily found in a general-line agency. In other cases, such as medical or industrial
advertising, the subject is technical and requires that writers and artists have training in order to
write meaningful advertising messages about it.

Such specialist advertising agencies are also usually "full-service," in that they offer all the basic
advertising agency services in their area of specialization plus other, peripheral advertising
services related to their area of specialization.

[edit] In-House Advertising Agencies

Some advertisers believe that they can provide such advertising services to themselves at a lower
cost than would be charged by an outside agency.

[edit] Interactive agencies

Interactive agencies may differentiate themselves by offering a mix of web design/development,


search engine marketing, internet advertising/marketing, or e-business/e-commerce consulting.
Interactive agencies rose to prominence before the traditional advertising agencies fully
embraced the Internet. Offering a wide range of services, some of the interactive agencies grew
very rapidly, although some have downsized just as rapidly due to changing market conditions.
Today, the most successful interactive agencies are defined as companies that provide
specialized advertising and marketing services for the digital space. The digital space is defined
as any multimedia-enabled electronic channel that an advertiser's message can be seen or heard
from. The 'digital space' translates to the Internet, kiosks, CD-ROMs, DVDs, and lifestyle
devices (iPod, PSP, and mobile). Interactive agencies function similarly to advertising agencies,
although they focus solely on interactive advertising services. They deliver services such as
strategy, creative, design, video, development, programming (Flash and otherwise), deployment,
management, and fulfillment reporting. Often, interactive agencies provide: digital lead
generation, digital brand development, interactive marketing and communications strategy, rich
media campaigns, interactive video brand experiences, Web 2.0 website design and
development, e-learning Tools, email marketing, SEO/SEM services, PPC campaign
management, content management services, web application development, and overall data
mining & ROI assessment.

The recent boost in the interactive agencies can also be attributed to the rising popularity of web-
based social networking and community sites. The creation of sites such as MySpace, Facebook
and YouTube have sparked market interest, as some interactive agencies have started offering
personal and corporate community site development as one of their service offerings. It still may
be too early to tell how agencies will use this type of marketing to monetize client ROI, but all
signs point to online networking as the future of brand marketing and Interactive being the core
of Brand's Communication and Marketing Strategy.
Due to the social networking explosion, new types of companies are doing reputation
management. This type of agency is especially important if a company needs online damage
control. For example, disgruntled customers can quickly and easily damage a company's
reputation via social networking sites. Reputation management companies help stem the negative
information or misinformation that might proliferate in their absence.

[edit] Search engine agencies

Lately, pay per click (PPC) and search engine optimization (SEO) firms have been classified by
some as 'agencies' because they create media and implement media purchases of text based (or
image based, in some instances of search marketing) ads. This relatively young industry has been
slow to adopt the term 'agency', however with the creation of ads (either text or image) and
media purchases, they do technically qualify as 'advertising agencies'.

[edit] Social media agencies

Social media agencies specialize in promotion of brands in the various social media platforms
like blogs, social networking sites, Q&A sites, discussion forums, microblogs etc. The two key
services of social media agencies are:

 social media marketing


 online reputation management

[edit] Healthcare communications agencies

Healthcare communications agencies specialize in strategic communications and marketing


services for the Healthcare and Life Science industries. These agencies distinguish themselves
through an understanding of the strict labeling and marketing guidelines mandated by the U.S.
Food and Drug Administration (FDA) and industry group guidelines, most notably ADVAMED
and PHARMA.

[edit] Medical education agencies

Medical education agencies specialize in creating educational content for the Healthcare and Life
Science industries. These agencies typically specialize in one of two areas:

 Promotional education - education and training materials tied to the promotion of a given
product or therapy
 Continuing medical education - accredited education and training materials created for
continuing physician and medical professional education.

[edit] Other agencies

While not advertising agencies, enterprise technology agencies often work in tandem with
advertising agencies to provide a specialized subset of services offered by some interactive
agencies: Web 2.0 website design and development, Content management systems, web
application development, and other intuitive technology solutions for the web, mobile devices
and emerging digital platforms.

The student-run advertising agency model, which mainly operates out of university classrooms
or as a student groups, provides free advertising services to clients in exchange for the
educational opportunity.

[edit] Agency departments


[edit] Creative department

The people who create the actual ads form the core of an advertising agency. Modern advertising
agencies usually form their copywriters and art directors into creative teams. Creative teams may
be permanent partnerships or formed on a project-by-project basis. The art director and
copywriter report to a creative director, usually a creative employee with several years of
experience. Although copywriters have the word "write" in their job title, and art directors have
the word "art", one does not necessarily write the words and the other draw the pictures; they
both generate creative ideas to represent the proposition (the advertisement or campaign's key
message). Once they receive the creative brief from their account team, the creative team will
concept ideas to take to their creative director for feedback. This can often be a back and forth
process, occurring several times before several ads are set to present to the client. Creative
departments frequently work with outside design or production studios to develop and implement
their ideas. Creative departments may employ production artists as entry-level positions, as well
as for operations and maintenance. The creative process forms the most crucial part of the
advertising process.

[edit] Account services

Agencies appoint account executive to liase with the clients. The account executives need to be
sufficiently aware of the client’s needs and desires that can be instructed to the agency’s
personnel and should get approval from the clients on the agency’s recommendations to the
clients. Creativity and marketing acumen are the needed area of the client service people. They
work closely with the specialists in each field. The account manager will develop a creative
brief, usually about a page that gives direction to the creative team. The creative brief often
includes information about the target audience and their attitudes and behaviors. The creative
team will take the brief and, aware of their parameters, develop original copy and graphics
depending on media strategy.

[edit] Media services

The media services department may not be so well known, but its employees are the people who
have contacts with the suppliers of various creative media. For example, they will be able to
advise upon and negotiate with printers if an agency is producing flyers for a client. However,
when dealing with the major media (broadcast media, outdoor, and the press), this work is
usually outsourced to a media agency which can advise on media planning and is normally large
enough to negotiate prices down further than a single agency or client can. They can often be
restrained by the client's budget, in which, the media strategy will inform the creative team what
media platform they'll be developing the ad for.

Modern agencies might also have a media planning department integrated, which does all the
spot's planning and placements

[edit] Production

Without the production department, the ads created by the copywriter and art director would be
nothing more than words and pictures on paper. The production department, in essence, ensures
the TV commercial or print ad, etc., gets produced. They are responsible for contracting external
vendors (directors and production companies in the case of TV commercials; photographers and
design studios in the case of the print advertising or direct mailers). Producers are involved in
every aspect of a project, from the initial creative briefing through execution and delivery. In
some agencies, senior producers are known as "executive producers" or "content architects".

[edit] Other departments and personnel

In small agencies, employees may do both creative and account service work. Larger agencies
attract people who specialize in one or the other, and indeed include a number of people in
specialized positions: production work, Internet advertising, planning, or research, for example.

An often forgotten, but integral, department within an advertising agency is traffic. The traffic
department regulates the flow of work in the agency. It is typically headed by a traffic manager
(or system administrator). Traffic increases an agency's efficiency and profitability through the
reduction of false job starts, inappropriate job initiation, incomplete information sharing, over-
and under-cost estimation and the need for media extensions. In small agencies without a
dedicated traffic manager, one employee may be responsible for managing workflow, gathering
cost estimates and answering the phone, for example. Large agencies may have a traffic
department of five or more employees.

Advertising interns are typically university juniors and seniors who are genuinely interested in
and have an aptitude for advertising. Internships at advertising agencies most commonly fall into
one of five areas of expertise: account services, interactive, media, public relations and traffic.
University students working on the creative side can find internships as a assistant art director or
assistant copywriter.

An internship program in account services usually involves fundamental work within account
management as well as offering exposure to other facets of the agency. The primary
responsibility of this position is to assist account managers. Functions of the account
management intern may include:

• Research and analysis: Gathering information regarding industry, competition, customer


product or service; as well as presenting findings in verbal/written form with recommendations
• Involvement in internal meetings and, when appropriate, client meetings

• Assisting account services in the management of creative projects

Interns often take part in the internal creative process, where they may be charged with creating
and managing a website as well as developing an advertising campaign. Hands on projects such
as these help interns learn how strategy and well-developed marketing are essential to a sound
advertising and communications plan.

During their internship, the intern will experience the development of an ad, brochure and
broadcast or communications project from beginning to end. During the internship, the intern
should be exposed to as much as possible within the agency and advertising process.

Guide to Careers in Advertising

Breaking into the business isn't easy. Most jobs in advertising require a college degree.
Internships and related work experience can be helpful. Retail selling experience is
also excellent preparation.

In addition, getting a job in an advertising agency requires determination:


1.) there are few job openings, and
2.) other bright people, like yourself, want those jobs too.

Nothing guarantees a job with an agency. Here are some basic steps to get you started.

Sections:

o What is Advertising?
o How is Advertising Developed?
o Advertising Career Possibilities
o Getting Started
o The Essentials
o The Interview

 
 

What is Advertising?

To put it simply, advertising is salesmanship. It can make the difference between business success and
failure. It is a cost-efficient way of telling buyers what is for sale and what the product’s features are. At the
very least, it seeks to persuade someone who is in the market for a given product or service to consider a
particular brand.

The business of advertising involves marketing objectives and artistic ingenuity. It applies quantitative and
qualitative research to the creative process. It is the marriage of analysis and imagination, of marketing
professional and artist.

Advertising is art and science, show business and just plain business, all rolled into one. And it employs
some of the brightest and most creative economists, researchers, artists, producers, writers, and business
people in the country today.

^ top

How is Advertising Developed?

o All good advertising includes some basic steps before it appears in public:
o It defines its markets.
o It assesses the competition.
o It determines who the target audience is, and how and why it chooses the products it does.
o It sets goals and a budget: what the advertising should achieve and how much must be spent to
o achieve those goals.
o It determines the media: what vehicle (television, newspapers, magazines, outdoor) will best reach
the target audience to be effective.
o It creates a message: what pictures, words, and music will best attract and appeal to the specific
target audience.

An advertiser usually hires an advertising agency to help them identify prospective customers, create the
advertising, and buy the broadcast (television, radio) time and print space (magazine, newspaper, and
outdoor) to carry the advertising work that consumers see.

^ top

Getting Started

Educate yourself about the business

Find out as much as possible about the advertising business, what an agency does, and the career area or
department in which you would like to work. Read every bit of relevant material you can find - articles,
books (see On-Campus for suggestions), and industry trade press such as Advertising Age, and ADWEEK.

Talk to people. Track down any contacts or friends you have in the business. Sit down with your college
instructors and career counselors. Check professional organizations like the American Association of
Advertising Agencies, Advertising Women of New York, the American Advertising Federation, or your local
advertising club.

Remember, one source of information can lead to ten others. The more you know about your chosen area,
the better you can present yourself as a first-rate candidate.

Target your prospects

Decide what factors are important to you about a company and evaluate prospective employers on that
basis.
Make use of the Standard Directory of Advertising Agencies, popularly known as the "Agency Red Book". It's
available at most libraries and lists all the agencies worldwide. It gives names and titles of key people, size
of agency (dollar billings, number of offices, and total personnel), the agency's accounts, and a breakdown
of the media in which the agency invests its clients' money.
Read the trade press to learn more about specific agencies you want to target.

 
Develop a strategy

With all the competition for jobs in advertising, you must develop your own "unique selling proposition" to
communicate your own unique qualities. It's not enough that you are interested in advertising or that you
made the dean's list eight times or that you wrote for the school newspaper. So did most of your
competition. You have to connect what you've done in the past, in a unique way, to what you will do for the
agency in the future. Developing a strategy gets your commitment, imagination, and analytical thinking out
in the limelight. It is key to making you stand out from other candidates.

^ top

The Essentials

Create a good resume

The primary purpose of a resume is to get you an interview. Used correctly, it can open doors. Used
incorrectly, it slams them shut. A good resume connects your experience to your job goal. Support your
candidacy by highlighting relevant skills -e.g., writing, speaking, managing, marketing, etc. Include any
activities, jobs, or internships directly related to advertising. Did you sell space for the school newspaper?
Were you yearbook editor? Stage manager for the college theater group? Add less-related activities only if
they are outstanding. Be selective. Your resume is a selling tool, not a life history. Keep it neat, clear, and
precise. Try to make it unique and interesting but not gimmicky.

Take pains with each cover letter

A cover letter works hand in hand with your resume. Together they create a first impression of you. Your
cover letter should work as a connecting tool between you and the agency you're writing to. Don't let it read
like a form letter. Instead, include real knowledge of the agency, its clients, its work, its position in the
industry. Tell the agency why you are interested in them and why you think you'd be right for them. And
then make sure that you are prepared to discuss in your interview whatever you say in the cover letter.

And remember, you're being judged on communicative skill. Watch spelling, grammar, and typing. Most
important of all, be clear, crisp, and brief.
 

Assemble a portfolio

To help you land a job in an agency creative department, you must prepare a portfolio that shows your
thinking and imagination. If you're an aspiring art director, this clearly has to include ample demonstration
of your design ability and graphic sense. If you want to be a copywriter, visuals are less critical than
demonstration of your writing ability and marketing sense.

In either case, show your very best work. If you have not had any experience, pick some currently running
campaigns, determine their objectives, and interpret them in your own way. It doesn't matter if your "ads"
are not professional. Your prospective employer wants to see fresh concepts and new ideas that prove you
have potential. Ask for criticism, and learn from this free counsel. Then keep making changes to improve
your portfolio.

^ top

The Interview

Prepare for your interview


At most agencies, an invitation to be interviewed reflects more than casual interest in a candidate. If you've
made it this far, you're at least in the quarterfinals. And if you've done your homework, you should have
nothing to worry about.

Before the interview, organize your thinking.

Review your resume and the cover letter you sent to the agency. Decide what key selling points you should
communicate about yourself. Think how you can best do this.
Review the information you have about the agency. Be aware of its current campaigns and any fast-
breaking developments. Commenting on these can help you to make an immediate connection with the
interviewer.
Be ready to discuss your point of view on advertising in general and your area of interest in particular.
 

Be articulate. Be self-confident and enthusiastic.

But relax and do it naturally. Don't try to recite everything you know. Selectivity shows you are thinking.
Remember, someone is interested enough in your background to invest 30 minutes or more in you.

That person wants you to succeed.

^ top

Working in advertising is rewarding and challenging. But for many people just starting out, the challenge
seems to be getting that first big break into an ad agency's door. There are many ways you can overcome
that barrier and land a job at an advertising agency.

1. Intern
Agencies look at interns as potential employees. If you have the opportunity to intern, by all means, you
should.

Interning will help you get an "in" to the agency but you'll also be able to work in various areas you wouldn't
otherwise. Speak up and let the agency know you're eager and willing to learn to get the most out of your
internship. The experience you gain as an intern is invaluable and could lead to a permanent position.

2. Take an Entry Level Position


It would be nice to walk right into a corner office with a view, plop down in your leather chair and start
working with big name clients. Of course, it doesn't work that way in the real world.

Many people have successfully started their career in advertising by taking any job in an agency and
working their way up. Don't be afraid to work outside of your job description. Get in there and learn
everything you can. If you're unable to move up within that particular agency, you can still use that
experience to get you a job somewhere else.

3. Freelance
If you're interested in being a copywriter or graphic designer, consider freelancing as a way to get into the
business. Coming up with your own rates, your own campaign to advertise yourself and approaching small
businesses and even agencies are all tools you can use in your agency job hunt.

4. Create SPEC ADS


SPEC ADS are simply your version of a published ad. You might think that you can do better than a major
automaker's print ads running in your favorite magazine. Or your local barber shop's newspaper ads might
need some reworking.

SPEC ADS are known in the industry as work you've done on your own. It's basically pretend copywriting or
graphic design but if you have no published work, it's vital to showing your talent.

5. Contact Radio and Television Stations


Many radio and TV stations have employees who specifically write commercials. They may also produce
certain types of shows for the station. This is a great opportunity for you to get started in the business.

Since most radio and TV stations don't pay very much for these types of positions, there's both a high
turnover and an opportunity for people with little or no experience to break into the field.

6. Schooling
Getting an education in advertising doesn't just apply to college students. If you're serious about working in
an agency, you can learn a lot by taking a course.

This doesn't necessarily mean you have to pack up and move to your closest advertising school. The
Internet has given so many people the opportunity to learn about advertising and what it takes to make it in
the business from the comfort of their own home.

7. Introduce Yourself
If you're looking for a position on the creative side of advertising, write a letter to the Creative Director.
Introduce yourself in a friendly, professional tone and give a brief bio.

Be sure you find out who the Creative Director is and not just address your letter: "To Whom It May
Concern." You want to approach this person just as you would a friend so get their name and the spelling
right.

You can follow up in a few weeks with an additional letter or you can give the Creative Director a call. Just
don't cold call them first. Anyone in an agency is going to be busy and especially someone in a management
position who is juggling many projects at once.

8. Network
Look for opportunities to meet with people in your area that are actively working in the industry. Many cities
have local advertising clubs that sponsor special events, educational seminars and professional workshops.
Get out there and meet the people who could be your next potential employer.

9. Work in Sales
There's a big difference between advertising and sales but being an account executive at a car dealership,
for example, can help you bridge the gap between no experience and working in an agency.

10. Enthusiasm
Are you passionate about working in advertising? Really passionate? Do you see commercials on TV and
think:
"I could do so much better than that!"

Are you a hard worker that's willing to commit to the job, even when that means you're working well past
the typical 9-5?

These are just some of the questions you have to really evaluate if you want to pursue a career in
advertising. If you can honestly say, "Yes, absolutely," then you need to convey that to a potential
employer.

Even in this day and age of hustle and bustle, employers are excited to see someone with genuine passion
and enthusiasm. There's a reason they got into the field and your energy is a reminder of that.

People with a lot of experience have still been beaten out of the job by someone with less experience but a
lot of heart.

How does an advertising agency work?

Posted: May 18, 2009 |Comments: 0 | Views: 3,089 |

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