Organizational structure of advertising agencies and advertising departments. Structure of advertising agencies. Organizational structure of an advertising agency

The services of advertising agencies are resorted to even by firms that have strong own advertising departments. Agencies employ creative and technical people who are often able to carry out advertising functions better and more efficiently than the firm's full-time employees. In addition, agencies bring an outside perspective on the problems facing the firm, as well as a rich and varied experience of working with different clients and in different situations. The agency is hired to contribute its own unique ideas to the development of the client's business.

First of all, the customer's products or services are studied to determine their strengths and weak sides, as well as analyze the existing potential markets for this product. In addition, before proceeding with the creation of advertising, it is necessary to conduct research on the application and benefits of a product or service, analyze existing and potential consumers and identify factors that influence purchasing decisions.

After that, using its knowledge of the distribution channels of all available media, the agency draws up a plan for placing advertising materials for consumers, wholesale buyers, dealers and contractors. And, finally, the turn comes to the implementation of this plan: texts are compiled, advertising design is prepared, time and space are purchased in information media, the actual production of advertisements and commercials takes place, they are transferred to the media, they are checked for publication or broadcast, and bills for their services are identified. and media services.

The agency also works with the client's marketing department to improve advertising effectiveness through appropriate packaging design, marketing research, training, production of literature and stands for sales personnel.

Most of advertising is largely based on the textual material that makes up the headline and advertising message. Writers usually work in close cooperation with artists and advertising production service.

Large advertising agencies performing a wide range of advertising services, feel the need to combine various specialists into departments. Typically, the activity of the department is focused on the performance of a specific function. There are five main functional divisions:

1) creative or art department

2) order fulfillment department

3) Production Department

4) marketing department

5) financial and economic department

The work of departments is not like an assembly line, where a moving part is subjected to various technological operations. As a rule, representatives of the first four departments are included in the working groups to fulfill a specific order. After setting the task for the working group, its employees, in close cooperation with each other and with all departments, develop the concept of an advertising message (plans advertising campaign etc.). The concept is approved by the client and representatives of the top management of the agency or the editorial and artistic council. After that, the process of final development of appeals and production of advertising media begins.

The creative department unites text writers, artists, graphic specialists, directors, editors and other creative workers. They generate the idea of ​​an advertising appeal, find the right means of their implementation. Due to the fact that the role of the psychological factor is very large for advertising appeal and given the certain proximity of advertising to art, the role of this department is extremely high.

The art department of the agency consists of artists and designers whose main job is to develop the layout of advertising, to illustrate in sketches how various elements advertisement will look together. When artists are given the task of creating a TV spot, they prepare a series of comics called a script.

Most major advertising agencies have their own art departments. Others prefer to use paid services independent studios or freelance contract artists working on a one-to-one basis.

After the original layout of the advertisement has been developed and the text has been drawn up, and the client has approved everything, it goes to the production department. This department coordinates the production of advertising at all stages, controls the quality and timing of work, and also ensures that all advertising materials are received by the media before the established deadlines. Production managers work here print advertising agencies or producers and directors of broadcast advertising.

For print advertising, the production department purchases the fonts, photographs, illustrations, and other materials required for the finished art material. The staff of the department cooperates with the manufacturers of photoclichés, coloring elements and other materials required for transfer to the media.

The production department also deals with the production of advertising media and in some cases combines departments such as printing, billboard workshops, etc.

The order fulfillment department, in addition to the head, includes the head of the working groups. Supervisor working group, called the responsible project executor, or contactor, is the central figure in the entire order fulfillment process. He represents the interests of the customer in his agency and is the representative of the agency in relations with the customer. The head of the working group coordinates all work within the agency for the implementation of the order from the beginning to its implementation.

In this regard, the level of requirements for the contactor is quite high. He must combine such qualities as professionalism in advertising and marketing, the ability to establish business relations with the customer and absolute communication skills, the ability to generate ideas, efficiency and accuracy, erudition, good taste and many others.

Employees of the marketing department carry out marketing research, analyze the markets for advertised goods and the market for advertising services, organize the collection of information about the client company and its products, and monitor the effectiveness of advertising campaigns. In some cases, the functions of the department include the purchase of space and airtime for advertising.

In addition to carrying out specific advertising functions, an advertising agency must effectively conduct its financial and economic activities, have a material and technical supply corresponding to its level. The financial and economic department is engaged in the solution of these problems.

AT foreign countries(and in recent times and in Russia) the staff of an advertising agency includes, as a rule, many specialists.

1. The account director is responsible for working with a group of clients, customers and reports to the board of directors for the profitability of work.

2. The account executive manages the interaction between the agency and the client, but it is not a simple mediation. Such an employee must understand the needs of the client, as well as his business and production, and be able to convey his knowledge to agency employees. This is a delicate, diplomatic work, its goal is to retain the client. The employee leading the client must be well educated in the field of advertising and be able to work with all employees of the agency, coordinating their efforts in the interests of the client. This may be a graduate working in an agency as a trainee; a person pursuing a managerial career or seeking best job in another agency; finally, his goal may be to create his own or joint agency or division in the company.

3. A marketing manager working in an agency performs a number of functions. Marketing services offered to customers who do not have their own employees of the same profile. If an advertising agency specializes in marketing, the client's managers can consult with him. The agency employee responsible for market research may also commission research from independent organizations. Possible subject matter marketing research can be product development, name preparation and trademark, development of packaging, identification of target groups of consumers (market segmentation), trial sales and delivery of goods to sellers.

The success of an advertising campaign can be facilitated by a marketing manager, especially in dealing with product distributors. The demand for a product generated by advertising depends on factors such as the time it takes for a company's sales representatives to visit individual retailers. It is also possible to make it clear to everyone which market segment the product is addressed to, what its brand, packaging, price and assortment are. It is also necessary to justify the choice of the theme of the advertising campaign and the media necessary for its implementation. Any of the elements marketing work affect sales success. Therefore, if they are not coordinated with each other, the advertising campaign will be a waste of money.

4. The layout artist prepares both the main original layout and its variants. The original layout of the advertisement is an exact sample of the advertisement, made in compliance with the metric requirements; you can print it out on a printer or take pictures on it. Usually the layout was made with an indication of what font and what size to use. For advertising media of different sizes, special versions of the original layout, or adaptations, were prepared. Computerization has greatly changed not only the artistic, but also the technological work of agencies. Now all work can be done in in electronic format. The two main advantages of working on a computer are accuracy and speed. Electronic layouts are made just as carefully as traditional paper ones. It became possible to immediately change the image in the desired scale, without making proofreading notes.

5. Media buyer negotiates with the media on the acquisition of advertising space and airtime. Acquisition depends on his skill and ability best place and time for advertising at the most favorable rates. Some media may be purchased several months in advance. In addition, prior to the approval of the schedule by the client, certain arrangements must be made. The purchasing manager must have a good relationship with media salespeople who approach him with offers from time to time. It does not matter if they correspond to a specific schedule.

6. The author of advertising texts, copywriter (copywriter) is responsible for the verbal design of advertising. He must be able to present sales offers in an attractive way, come up with new ideas, create themes or main plots of advertising campaigns, and transform arguments in favor of the purchase into the minimum number of characters required. His writing style is very individual.

7. An art director in a large agency should have a team including visual writers, visualizers, graphic artists and technical editors. In a small agency, he, as the head of a design studio, must perform all these functions personally. If the agency does not have a dedicated buyer for creative products, they can be purchased through agents who work with the artist or from the artists themselves. Photos are ordered and models are selected, as a rule, through a modeling agency.

8. The visualiser is the creative counterpart of the copywriter, a top-notch artist capable of visualizing the copywriter's ideas. They usually work together as a creative team and may collaborate with multiple clients. Using traditional techniques, the artist makes various blanks, sorting through many options until the ideas are well enough expressed by hand-drawn sketches and inscriptions. Visual materials are usually shown to the client in a non-final form, like a photo, drawing or typographical print. However, even semi-finished products can give a good idea of ​​the final version of the advertisement. If the client approves the found advertising solution, contracts are concluded.

9. A print manager is basically a technical editor. The performance of its functions requires the knowledge of thousands of options for organizing the material and possible types of fonts, their skillful use to maximize the process of perception of the advertising text. Having received the text and the thumbnail of the ad, he decides to use fonts of a certain type and size. According to the manuscript of the text, he determines the number of words and messages and plans their placement in the empty spaces of the general layout. Modern high-tech printing also has computers and publishing programs containing thousands of different fonts, the scale of which can be changed at the discretion of workers.

10. A television producer (televisionproduser) is an employee who develops television advertising campaigns and is also responsible for casting and inviting a person representing a product or service, for musical accompaniment and choosing an organization and specific persons that will do the job.

11. The production manager monitors compliance with the deadlines for the implementation of work in the agency. If the advertisement involves the use of flexography, photogravure or offset-lithographic printing, he also places orders with the printing house and delivers the finished advertising layouts there. Since offset-lithographic printing is usually used in the production of newspapers and magazines, printing houses are provided with an advertisement layout that meets modern technological requirements. In major agencies chores supports a traffic controller that delivers copies of orders to all departments. Since multiple orders can be processed at the same time, status information is often requested several times a day.

12. Responsible executor of the advertising project (OIRP manager) - a person responsible for the entire complex advertising campaign as a whole. He communicates with the customer mainly. The plan for the advertising campaign is also largely the fruit of his efforts. He also distributes "pieces" of the advertising campaign for its implementation to managers and heads of internal production. Its task is to direct all financial and material flows, then collect all documents from all participants technological process Customer, check them and transfer them to the financial director.

13. Job Responsibilities advertising manager:

* Manages, plans and coordinates advertising campaigns. Develops plans for promotional activities for one type or group of goods (services) and determines the costs of their implementation.

* Studying the sales market and consumer demand in order to determine the best time and place for advertising, the scope and timing of advertising campaigns, the circle of people to whom advertising should be directed, focusing it on target groups by profession, age, purchasing power, gender.

* Organizes the development of advertising texts, posters, brochures, catalogs, booklets, controls their quality, ensuring the visibility and accessibility of advertising, compliance with the norms of public morality, preventing violations of the rules of competition.

* Controls the development and implementation of agreements and contracts for advertising products or services.

* Organizes communication with business partners, a system for collecting the necessary information and expanding external relations in order to improve advertising activities.

* Analyzes the motivation of demand for manufactured products or services, organizes the study of customer needs and determines the direction of advertising campaigns.

* Supports necessary connections with other structural subdivisions of an enterprise, institution, organization in the process of developing and conducting advertising events, attracts consultants and experts to solve assigned tasks, invites well-known and popular people to participate in advertising, concluding contracts with them on a commercial basis.

* Supervises subordinate employees.

15. PR manager. Provides publicity to clients; acts as an intermediary between the client and the public; provides contacts with the press.

16. Brand or product manager. Responsible for the marketing of a particular product or brand, including commercial activity and advertising.

The structure of advertising agencies fully reflects and is subject to the goals of the agency. The variety of agencies mentioned above predetermines the same variety of organizational structures of each agency. In some cases, the structure of the agency is affected by the traditions or customs of the country where it operates. However, despite the differences, there are common general methodological approaches to organizing the work of any advertising agency.

functional - the responsibility of an individual or group of individuals for the implementation functional task;

commodity-functional - a combination of the above, when functional departments, performing their assigned duties in the context of a certain commodity group or brands, coordinate their actions.

Definition 1

All of them differ in the types and nature of the work performed, geographical location, and other criteria.

Full cycle agencies or TTL agencies provide a full range of services from market research to advertising on any media. As a rule, these agencies are corporate agencies of large enterprise clients.

Design studios (creative agencies) are engaged in various directions advertising creativity, for example, the development of a corporate identity for a web page or company website, the development of advertising concepts, etc. Typically, such agencies take orders from medium-sized enterprises, then the developed creative product is transferred to advertising agencies for execution.

Media agencies specialize in the preparation of media plans and programs, as well as in the placement of advertisements on various media: radio, television, press or outdoor advertising.

ATL agencies respectively work in the field of direct advertising, namely in the direction of the production of advertising television and audio clips and their placement in media. mass media: on television channels, on radio stations and in print media (newspapers and magazines).

BTL agencies specialize in planning and implementing sales promotion and product promotion activities. They also fulfill orders for the production of various promotional materials: leaflets, posters, brochures or POS materials.

Analysis of the structure of an advertising agency

• Department for work with clients.
• Creative department.
• Production Department.
• Media department.

The Client Relations department is made up of employees who connect the agency with their main clients. The essence of the activity of this unit is to collect the necessary information from the client, setting goals and objectives and compiling approximate plan work. Further, the employees of the department, together with other departments, develop the concept and plan of advertising, which are approved by the client. The customer service department is a kind of " calling card» agencies, so based on the results of working with a client, an opinion is formed about the activities and reputation of the entire agency.

The creative department is engaged in creative work, namely the development of initial creative tasks, advertising concepts and solutions, as well as the creation of an advertising campaign for the client. This division includes art editors, designers, text writers or copywriters, graphic specialists.

The production department is a division for the production of already developed advertising. He interacts with subcontractors who are directly manufacturers or suppliers of individual elements of an advertising product. These are printing presses, photo and television studios, radio stations, etc.

The media department specializes in the planning and placement of developed advertising materials on various media.

The main activities of this division:

1. Media planning - selection of advertising distribution channels
2. Media monitoring - media research
3. Media buying - buying advertising space

Hello, dear readers of the blog "School of effective sales". Any company, including an advertising agency, is primarily the people who work in it. advertising agency staff- people are creative. They do a great job of developing each ad campaign.

To achieve maximum efficiency, there is a division of labor between employees of an advertising agency. Let's look at the responsibilities of advertising agency employees.

Advertising Manager(brand manager, product manager) is not an employee of an advertising agency, as many people think. In fact, he works in advertising department customer company. Communication between the agency and the client and all negotiations are carried out through the representative of the advertising agency, who manages the clients' affairs, and.

President (director) of an advertising agency

President or Director advertising agency resolves issues strategic development. He can negotiate with new customers, keep in touch with regular customers, conclude contracts and resolve conflict situations between new customers and those who have been using the services of the agency for a long time.

Account Manager

Account Manager interacts between the client and agencies. He must understand the needs of the client, know "from the inside" of his business and production, and be able to convey this knowledge to the agency's employees. As a rule, the position of the account manager is occupied by the head of the working group.

On the other hand, the account manager represents his organization, its proposals, ideas and forms of work with clients. This is a very delicate diplomatic work, the purpose of which is to retain the client. An employee who works with a client must know the specifics of advertising activities well, be able to work with all agency employees, coordinating their efforts in the interests of the client.

Marketing Manager

Marketing Manager The advertising agency performs several functions. In the process of work, he should always be guided by the fact that advertising is necessary for any company to achieve success at all stages. marketing activities(development, promotion and sale of goods).

Employees of an advertising agency can take part in the creation of product packaging, in choosing a name that contributes to the successful promotion of the product to the consumer, in the distribution of the product. The marketing manager, like other employees of an advertising agency, may, without disclosing trade secret, give a qualified recommendation to the advertising manager of the customer company based on their own experience.

media planner

media planning The decision-making process that leads to the use of advertising space and time to achieve marketing goals.

In large advertising agencies, media planning (planning and buying advertising space in newspapers, magazines, television and radio) is handled by a whole department. Most often this is the marketing department, but there may also be a specialized department for planning and purchasing advertising delivery vehicles. In small advertising agencies, this work is performed by a separate employee.

There is on the market a large number of newspapers, magazines, TV channels, radio stations, placements and many other advertising media. When planning advertising in the media, it is necessary to thoroughly know all the existing advertising media and the cost of advertising.

Working within the marketing cycle involves carefully selecting the minimum amount of media that can provide the maximum return on advertising. After studying the media and making the necessary calculations, the agency employee proceeds to media planning and preparing a schedule or work schedule. It can be made in the form of a plan or a diary of publications in the press, radio or television broadcasts, as well as the use of other media during the advertising campaign, indicating the necessary costs.

media buyer

The acquisition of good places and airtime for advertising at the best price depends on the professionalism of the media buyer and his ability to maintain good relations with the media. In some media, advertising space can be purchased months in advance.

copywriter

Slogan (motto, advertising slogan)- a clear, concise, concise formulation of the main idea of ​​​​an advertising message. The corporate slogan determines the characteristic unique features of the advertiser's activity and is an element.

The copywriter is engaged in presenting the customer's trade proposals in an attractive way, putting forward new ideas, creating themes and main plots of advertising campaigns. Author's style professional copywriter very individual - he can write just one sentence that will arouse the reader's interest and inspire him to action.

A copywriter usually knows how to sell, can develop scripts for commercials.

Advertising agencies work with copywriters in different ways. The agency can create a department for writing texts with a separate leader, or creative groups work, each with its own leader. Sometimes agencies work with freelance writers on a remote collaboration basis (this is how many good and highly paid writers work).

Art Director

Art Director- an employee (head) of the art department of an advertising agency. He can directly work on the creation of sketches, original layouts, and acquire art products of other authors for use in advertising.

In a small advertising agency, the head of the design studio, the art director, does this personally. If the agency does not have a special employee who is engaged in the purchase of creative products, they are purchased through agents working with artists, or from the artists themselves. Models for participation in advertising are usually selected through a modeling agency.

Visualizer

Visualizer is a creative ally of a copywriter, a professional artist who can present his ideas and bring them to paper. Typically, the copywriter and visualizer work together as a creative team and can work with multiple clients at the same time. The artist sketches, iterates through the options, until the main idea is expressed well enough with hand-drawn sketches (preliminary sketches of various layouts) and inscriptions.

Visual materials are usually shown to the customer not in the final version, like a photograph, drawing, typographical print, but in the form of a semi-finished product, which also creates an idea of ​​​​how the advertisement will look like in the end. If the client approves the solution found, contracts are concluded with the final contractors.

Graphic designer

Graphic designer prepares the main layout of the advertisement (original layout) - the final version of the advertisement with text and illustrations, which will be submitted for approval to the customer.

Usually, when making the original layout, they indicate which font and what size to use. For advertising media of different sizes, the graphic designer prepares special versions of the original layout or adaptation.

Sometimes the graphic designer performs the work of a technical editor, that is, he organizes the material, taking into account the types of fonts and using those that are able to provide a good perception of the advertising text. After receiving the text and ad thumbnail, he decides on the use of fonts of a certain type and size, determines the number of words and plans their placement on the overall layout.

TV producer

TV producer develops general ideas for advertising campaigns on television. Such an employee is on the staff of full-cycle advertising agencies that work with large customers who are interested in conducting an advertising campaign on television.

Please note that a TV producer of an advertising agency who creates and organizes TV commercials, and a freelance director with his team that produces ads or videos are different people holding different positions and performing different tasks.

We met with you and its employees who will develop the idea and create advertising. Now you understand the areas of responsibility of specialists and the scope of their duties. You can entrust the specialists to whom you will entrust the creation of an advertising campaign for your product.

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Most agencies full service offers the performance of certain functions by agency specialists. Smaller agencies offer the same basic functions but employ fewer staff members who are less specialized. For a more complete explanation of the organization of the agency, consider the structure of large agencies.

While most advertising agencies tailor their own structures to the needs of local advertisers, the typical online full-service agency prioritizes the existence of four departments: an account department, a creative department (creative department), a media planning and media purchasing department, and a research and planning department. advertising campaigns.

Figure 1 - Organizational structure of a typical full-service advertising agency

The organizational and technological scheme of a large advertising agency that provides the full range of advertising services is shown in Figure 2. .

In smaller agencies operating in the regions and especially in small or developing countries, many of these functions can be assigned to one person.

Figure 2 - Organizational-technological scheme of RA

Full-profile advertising agencies (in foreign literature - agencies of a full service cycle). A modern full-service advertising agency is hired to serve its clients in all areas of communication and promotion. In essence, their services are divided into two categories - advertising and non-advertising. Advertising services include the planning, creative development and production of advertising, as well as research and media selection. Non-promotional functions can range from building public relations to developing promotional materials, annual reports, and sales techniques. The two main types of full service agencies include the agency widespread consumption and a business or industrial agency.

• 1. At the advertising planning stage:
  • * study of goods or services as such and their competitiveness in the market;
  • * market research in the volumes necessary for justification advertising companies and determining the prospects for the sale of goods or services;
  • * study of marketing methods and distribution systems;
  • * studying the available means of advertising distribution and choosing the most effective and cost-effective among them;
  • * drawing up a schedule of an advertising company.
• 2. At the stage of advertising preparation:
  • * create promotional items on the basis of orders received from advertisers, they develop plans for complex advertising campaigns and other promotional activities, using the potential of both creative and technical specialists;
  • * cooperate with printing houses, studios, advertising factories, freelance specialists.
• 3. At the stage of advertising:
  • * purchase of services of advertising carriers and transfer of originals of the advertising message to them;
  • * control over the appearance of an advertising message in the press, broadcasting and other places where advertising is placed;
  • * holding direct mailing list;
  • * organization and holding of exhibitions, fairs, press conferences, events within the framework of "public relations", provision of services;
  • * make settlements with advertisers and mass media.

In addition, advertising agencies may develop trademarks and form style, interiors trading floors and offices and implement state registration trademarks (providing such a service is practiced only by Russian advertising agencies).

• - sales department;
• - creative department;
• - media planning department;
• - buying department;
• - Analytics department;
• - media placement department;
• - accounting.

1. The creative department, which brings together text writers, artists, graphic specialists, directors, editors, etc. They generate advertising message ideas, find the right means of their implementation. The role of such a department is high and it takes into account the psychological factor, as well as a certain direction of art.

This department is responsible for creating various kinds advertising media and their coordination with customers.

2. Department for the execution of orders (department for customer relations), which includes the head and employees as leaders of working groups, called responsible project executors or contactors. They represent the interests of customers in their agency, and vice versa - the agency is represented by project executors in relations with the customer. The head of the working group (project) coordinates all work within the agency to fulfill the order from the beginning of creation to its implementation.

It is recommended to assign contractors to a specific category of customers (wholesale and retail trade, industry, Insurance companies, banks, etc.). This makes it possible to take into account the specifics of the advertising activities of advertisers, the difference in the scale and geography of advertising events, and to systematically maintain contact with advertisers.

The remuneration of employees of the customer relations department should be made directly dependent on the volume of orders that they received and correctly completed, since financial position agencies will be largely determined by the entrepreneurial spirit and networking with potential leaders.

3. The marketing department is created in order to identify and systematize the needs of domestic advertisers and their resources, the state of the market for specific goods and services, possible communication channels, as well as a study to determine the effectiveness of the use of advertising media. In addition, this department accumulates the necessary information on the organization of trade and methods of selling goods, the state of the current policy in the field of advertising and sales promotion.

The main employees of these departments should be specialists in developing questionnaires, compiling samples, conducting targeted group interviews. statistical analysis experiments. Employees of this department are involved in all stages of advertising planning by the agency.

• 4. The production department deals with the production of advertising media and in some cases combines production departments such as printing houses, TV studios, advertising media workshops, etc.
• 5. In addition to its specific advertising functions, an advertising agency must effectively conduct its economic and financial activities, ensure effective management and also have appropriate support services. The solution of these functions is occupied by economic and financial department and agency accounting.
• 6. The agency must have a permanent editorial and artistic Council, which includes not only the main specialists of the agency, but also specialists in the field of advertising, art, artists, employees of research institutes who are not employees of the agency. The Council is recognized to make an assessment and approval of the produced advertising materials, taking into account the opinion of the representative of the customer. The proposed structure of the agency is not universal, and therefore other agencies may have a different structure depending on the specific conditions in which they operate.

So, let's sum up. An advertising agency is an organization that provides its clients with a wide range of advertising services for the preparation, planning, implementation and placement of advertising. The structure of advertising agencies includes: the creative department, the order fulfillment department, the marketing department, the production department, the financial department and the editorial and arts council. Advertising agencies play a positive role between trade and production for the benefit of consumers and the whole society. The following subjects take part in the implementation of the advertising process: advertiser, advertising producer, advertising distributor. There are three stages of the advertising process. At the first stage, advertising planning takes place, where an advertising campaign plan is drawn up. Then comes the stage of preparing advertising, where it is created finished products, based on received orders from advertisers. And finally, the stage of advertising placement completes the advertising process, where the organization and implementation of ready-made advertising services takes place.