The Ad Agency Process

The Departments
The Departments

Account Management
/ Client Servicing Dept.

Strategy Department

Creative Department

Production Department
The Departments

Account Management / Client Servicing Dept.

 Account Management / Client Servicing Dept.

Client Servicing

Communication Creative Brief Presentation

Client Liaison Follow-Ups
Strategies Generation Development
The Departments

Strategy Department
Strategy Department

Strategy

Consumer
Brand Brand
Research Insight
Planning Positioning
Mapping
The Departments

Creative Department
Creative Dept.

Creative

Copy Art
Creative Dept. - Copy

Copy

TVC Script
Content
Conceptualization Creative Writing Generation &
Development
Supervision
Creative Dept. - Art

Art

Design & Layout Photo Shoot

Visualization
Illustration Execution Supervision
The Departments

Production Department
 Production Dept.

Production

DTP Operators Photoshop Artist Production Manager Proofreader

Production Dept.

Production

DTP Image Print

Adaptation Artwork
Operation Processing Coordination
The Creative Brief
Components of a Creative Brief
1. Why is this brief here? (Background / Objective)
2. Who are we trying to influence? (Target Group)
3. What do we want them to DO as a result of this communication?
4. How do we expect communications to work towards achieving this?
5. What are we trying to convey? (Proposition)
6. What will help people to KNOW this? (RTBs)
7. What will help people to FEEL this? (Emotional Takeaway)
8. Mandatories
9. Channels
The Workflow
The Work Flow
• Marcom Brief
1 • Shared by client

• Creative Brief
2 • Developed by Servicing

• Creative Development
3 • Conceptualized by Creative

• Client Approval
4 • Given by Client

• Internal Approval
5 • Done by Servicing, Creative, and Studio

• Artwork
6 • Done by the Production Team
The Internal Approval
Internal Approval
Art Copy Proof
• Logo checked • Copy checked • Proof read
• Font checked • Copy revisions incorporated • Client name & address/
• Colour consistency contact panel checked
• Art rev. incorporated
• Keyline checked

Servicing
• Client approved
• Logo & address checked
• Size checked
• Brand guideline adherence
Studio/Production
• Size checked
• Link files & fonts checked
• Image resolution checked
• File format checked