What is the role hierarchy in advertising agencies?

An ad agency performs the following four basic functions for its clients: Creative Functions including ad designing, copywriting, ad copy creation, message designing and graphic designing. Media Selection choosing the best media for its client in accordance with the nature of product, type of target audience and advertising budget of the client. Research Functions researching the consumer buying behaviour of the clients target market to design an ad campaign that is accepted by the potential consumers and make them respond favourably. Relationship Management providing liaison between the client and various sections/divisions/departments of the ad agency for the convenience of the client and building long-term relationship with them. Others: sometimes the ad agency goes a step further to provide sales promotion services, building public relations and taking up the task of direct marketing for the client. Advertising Agencies in order to reach the target audience monitor consumer feedback after the advertisement. A decision on whether to revise the message, the medium, the target audience or all of them can be made. People with specific skills and talents in an Ad agency perform the functions mentioned above. On the basis of the functions performed, there are various agency staff positions or departments involving staff of related skills. They can be grouped as follows: Account Manager Account Planning and Research Creative Development and Production Media Planning and Buying Other Services: There are other departments or units in an agency that perform functions related to print and film production, financial services like preparing bills and ensuring collections and human resources services, and other internal functions. There are also people involved with work of material dispatch, media release and its monitoring and post-tests to evaluate its success. The flow of work in an advertising agency goes through a number of stages like, the briefing stage that involves receiving the initial inputs from the client and delivering the same to the creative and media department, to creation and production stage that includes the production of graphics and the print ad or the film ad and the media planning and scheduling operations, to finally the release stage of the campaign.

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There are many different ways to staff a creative agency or firm. No two agencies are the same, and almost no powerpoint chart can show the real complexities of how an organisation reports. If it did, there would be dotted lines running all over the place. There are six major departments in any advertising agency. Six very different, but essential, departments make it possible to produce effective advertisements. These can be split into other sub-departments, or given various creative names, but the skeleton is the same across the board. These departments are: 1. Account Services 2. Account Planning 3. Creative 4. Finance and Accounts 5. Media Buying 6. Production While the six departments above are standard for most agencies, some of the larger agencies may break them down into sub-departments, or departments in their own right. These will often include: -Human Resources & Facilities -Research-Online Development -IT -Traffic.

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