Question

Topic: Student Questions

Confused About The Process An Ad Goes Through

Posted by Anonymous on 7/1/2006 at 11:01 PM ET 50 Points
Hi,
I am a print major, who is working on an major article for class. My three-person group is writing three separate articles on GSD&M and advertising in general. We each have a specific focus for our articles, although they should coincide together nicely.

I am having trouble writing it because I have gaps in my general knowledge of the process of an ad campaign and all who are involved. I was given a tour of GSD&M, but because of the group situation I wasn't able to get my questions clarified.

Here is my understanding of the process in general:

The account manager discusses goals and a direction with the client.
Then, the Market Planners research the client, the product, the audience demographics, and the competition and communicate their findings to the media planners.
The media planners then decide which avenue is appropriate to spend the clients money. The media buyers purchase the ad space.

After the account service people have their research and target information ready they meet with the creatives and let them know what the client wants. The copy writer and the art director concept the idea and when it is ready they present it to the account manager.

The account manager acts as the liaison between the client and the creatives. When it is finally ready it is presented to the client, who may have revisions or concerns to be taken care of.

Is this correct? Who or what am I leaving out in the general process. Thank you! Your help is much appreciated. I wish I had some simple flow chart detailing the steps to the process.
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RESPONSES

  • Posted on 7/3/2006 at 8:50 AM Accepted
    From a scholastic standpoint you are on target but in the real agency world it works like this:

    The account Executive meets with the client and discusses the goals of the campaign, targets, expected results and budget for the campaign.

    The Account Executive completes a creative brief outlining all of the pertinent information and gives it to the Creative Director and the Media Director at the same time. After both department heads review the document, all three meet to discuss options. This is important because the media selection with drive the creative approach and visa versa, additionally it has to happen in this order because from a budgeting standpoint, the media has to deduct the amount of the creative expenditure from the budget also.

    If this is an active client, the research should already be complete on the account and up to date. If you are going into a completely separate arena than you have you would include the research team at that time. Our agency prefers not to stifle the creative process up front with tremendous amounts of research. We use research after to solidify or void out what our approach is.

    The creatives go over their approach with the Account Executive verbally or with thumbnails, they do not go into full blow production until they get buy in from the Account Executive. Account Executives in good agencies are well versed in all areas of agency work so they can tell a lot from a little information, and most importantly if it will fly with the client.

    After everyone agrees on three core concepts, comps are produced and presented to the client and then you go into revisions etc... The most important thing to remember that the Account Executive is far more than a liaison in the process. They are the Account Manager both internally and externally.

    You can email me with any other questions you have, I would be happy to help you out.

    Alyson
  • Posted by Carl Crawford on 7/4/2006 at 6:42 AM Accepted
    Her name is in her profile:

    https://www.marketingprofs.com/ea/profile.asp?userID=500036

    Just clcik on her name to get the profile.
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