What does an ad agen­cy do?


What does an ad agen­cy do?

It occurs that peop­le are asking us what an ad agen­cy does. This is qui­te a legi­ti­ma­te ques­ti­on. We would like to ans­wer this ques­ti­on with this blog ent­ry and our video!

What does an Ad Agen­cy do?

広告代理店とは何でしょうか?

An ad agen­cy is a ser­vice pro­vi­der that sup­ports its custo­mers in the are­as of idea genera­ti­on, con­sul­ting, and rea­li­za­ti­on of both mar­ke­ting and com­mu­ni­ca­ti­on mea­su­res. An ad agen­cy can eit­her sup­port a custo­mer in all kind of are­as, in which case we are tal­king of a full-ser­vice ad agen­cy; or an ad agen­cy can focus on sin­gle are­as only, such as web pro­gramming, then the terms con­sul­ting agen­cy or ad agen­cy app­ly.

Let’s have a look at the coope­ra­ti­on of a full-ser­vice ad agen­cy and a custo­mer – in this case, Marc Bühl­mann:

Marc is an inven­tor and entre­pre­neur, he deve­lo­ped a smart col­lar for cats. Marc is see­king pro­fes­sio­nal sup­port from a full-ser­vice ad agen­cy for the launch and the pro­mo­ti­on of his pro­duct. We glad­ly invi­te Marc to our full-ser­vice ad agen­cy Rocket for a brie­fing.

Erklärvideo

As soon as the task is clear, the fur­ther cour­se is plan­ned in the fol­lo­wing four steps:

1. Defi­ni­ti­on brand stra­te­gy
2. Crea­ti­on brand pre­sence
3. Media plan­ning
4. Mar­ke­ting eva­lua­ti­on

In a first step, the brand stra­te­gy needs to be defi­ned. This inclu­des the naming, the defi­ni­ti­on of the tar­get group and the value pro­po­si­ti­on. The stra­te­gi­cal stan­dards are writ­ten down in the bran­ding gui­de­li­nes.Erklärvideo

In a next step, dif­fe­rent employees take care of the pro­ject:

The con­sul­tant. He con­duc­ts the pro­ject and works with both the custo­mer and the agen­cy. The con­sul­tant crea­tes the mar­ke­ting and media plans.

The Art Direc­tor, the gra­phic desi­gner, and the moti­on desi­gner. They are respon­si­ble for desi­gning all the adver­ti­sing mate­ri­al such as the logo or the web­site.

The copy­wri­ter.  She crea­tes a con­vin­cing claim and com­po­ses con­tents for the adver­ti­sing media.

The web deve­lo­per. He pro­grams the web­site and gua­ran­tees impec­ca­ble func­tio­n­a­li­ty on all devices.

Both the exchan­ge and the coope­ra­ti­on wit­hin the team are of utmost impor­t­an­ce and undoub­ted­ly lead to an effec­tive brand pre­sence.

Based on the set brand gui­de­li­nes, the team needs to take care of the brand pre­sence in a second step. The pro­duct recei­ves a name, a logo, a claim, and a packa­ging. Pho­to­gra­phing, wri­ting and desi­gning fol­low next.

Design-gui­de­li­nes are writ­ten down in a cor­po­ra­te design manu­al. This gua­ran­tees a unita­ry appearan­ce of all the adver­ti­sing mea­su­res.

In a next step, the new brand pre­sence is rea­li­zed in the form of a cam­pai­gn. For that rea­son, a power­ful media sche­me is pre­sen­ted to the custo­mer and all requi­red com­mu­ni­ca­ti­on means are crea­ted. The­se inclu­de: a pos­ter, a fly­er, a TV com­mer­ci­al, a Goog­le AdWords cam­pai­gn, and a web­site along other mea­su­res.

As soon as every mat­ter is cla­ri­fied, the cam­pai­gn goes live. The cam­pai­gns’ impact is being mea­su­red con­ti­nuous­ly. We ana­ly­ze the results, crea­te a cam­pai­gn report and dis­cuss the results with Marc. Based on the results the adver­ti­sing stra­te­gies are con­ti­nuous­ly opti­mi­zed: Excel­lent­ly working mea­su­res are inten­si­fied, less suc­cess­ful methods are opti­mi­zed.

Erklärivdeo

Marc is tho­rough­ly hap­py with the work of our ad agen­cy. The smart col­lars for cats are a suc­cess!

Do you have an equal­ly gre­at idea as Marc and would like to use our full-ser­vice? Or do you have any ques­ti­ons? In eit­her case, do not hesi­ta­te to con­tact us, we are loo­king for­ward to hea­ring from you! +41 500 10 11.