You’ve Hired An Agency … Now What??
Well, congratulations … you have signed an Agency of Record agreement with The Ad Buyer. What should you expect now? The first thing will most likely be a meeting to advise you on the advertising strategy and campaigns we have been putting together to meet your marketing objectives.
At this important first meeting, we will discuss requirements for upcoming campaigns, present campaign proposals and review media. Your account director from The Ad Buyer will lead the meeting for the agency, reporting to the advertising or marketing executives from the client side (We work for you!).
This agenda for a campaign proposal meeting is a good example of how we would expect the meeting to go and who we would expect to be involved.
The account director will set out the objectives for the campaign. It will cover the marketing background of the campaign, covering opportunities and threats. Then set out the marketing objectives and the role that advertising will play in achieving those objectives. Measurable objectives for the advertising campaign will be presented, such as increasing awareness of the client’s product by 10% or driving 6% of the target audience to respond to a promotional offer. The account director will also introduce any other members of the agency team present at the meeting and explain their roles.
A member of the agency team will then present the research carried out to support campaign proposals, describing the target audience for the campaign, providing profiles of typical customers and analyzing their buying habits and preferences. Market conditions will be discussed, highlighting competitive activities and forecasting the market share that the campaign aims to achieve.
The account director or a creative director will present the agency’s creative proposals. Visuals of the planned advertisements or storyboards will be presented to illustrate television commercials, print ads or other types of advertising to be utilized during the campaign. The rationale for the creative treatment will also be explained, showing how/why it will resonate with the target audience. To illustrate the creative treatment, the client may also be shown examples of finished advertisements or commercials from other clients that used a similar approach.
A member of the agency team will then present the media proposals for the campaign, listing the publications or channels that The Ad Buyer recommends and explains why they offer the widest coverage of the target audience at the least cost. Keep in mind that the goal at The Ad Buyer is always to reach the most people, more times for less money for our clients. At this point, we would also explain why a certain medium or various media are suitable for the agency’s creative treatment. Video for example, may be more suitable if the agency needs to show a product in action. The account director will then provide a proposed media schedule that indicates when/where the advertising will appear in traditional, digital, social or mobile channels.
The account director will then wrap the meeting by going through any production details, providing a campaign budget and a schedule that sets out key dates for approving advertisements and delivery of final ads to the media. The meeting concludes by asking if there are any questions or other feedback is needed on the proposals, and a date will be set for a next meeting.
This is WHAT we do … and YOU are why we do it!