Introduction Series This document is part of the Publicis Groupe University Introduction Series training modules. Mid-2007, the Human Resources teams within the different Publicis Groupe entities identified a need for junior-level training materials targeting new hires to staff with a few years of experience. Content was collected from all entities and enhanced by an outside consultant to form a complete library of training materials available for use by all Publicis Groupe entities. Each presentation was planned for a session of approximately 4 hours, and each covers a single aspect of basic knowledge for the communications industry. However, please feel free to modify, adapt, and customize this presentation as you see fit. The Introduction Series is intended to give you a complete set of tools to help you recognize, reward, train and grow our next generation of Publicis Groupe leaders. The Advertising Process for Account Executives This document is for the internal use of Publicis Groupe only. Notes to Trainer (1) Class time: 3 hours Class requirements 1) Homework Assignment: Prior to the training session of “The Advertising Process for Account Executives”, the trainer must assign participants homework listed in the Appendix part. The pre-assignment sheet can be printed out from the slide in the appendix. The pre-assignment should be given out to all participants at least one week prior to the training session. Notes to Trainer (2) 2) Facility Requirements: Laptop with CD drive and USB port. Basic programs, including Windows Media Player with Quicktime installed. LCD projector with screen Connection equipment to play the recorded VDO tapes on the screen and loud speakers Speaker system that is appropriate to room size Suggestion: Trainer can have a microphone while participants share one (upon the trainer’s discretion). One flip chart and some markers for the trainer Flip charts, working papers and markers in proportion to number of participants One flip chart per group of 5-6 participants Set of slide markers in 3-4 colors per group Room arrangement should be spacious enough for participants to work in groups Notes to Trainer (3) 3) Recommended Profile of a Trainer: This training module requires a trainer who has extensive experience in Account Management (the “Account Executive”) and who has experience producing advertising/communication materials for a vast variety of media; including TV commercials, radio spots, print ads, out-door ads, online media, P.O.P. materials, packaging, event marketing, etc. Notes to Trainer (4) 4) Notes for The Trainer: Explanations of training contents and guidelines Please read the Notes at the bottom of each training slide. In these notes, you will find the explanations of the training content. If there is a game/exercise or assignment on that slide, you will be provided with guidelines to execute those activities. ***** See “Notes for The Trainer” below this page ***** The Advertising Process for Account Executives This document is for the internal use of Publicis Groupe only. Is working in the Advertising Business different from or the same as others? Learning Objectives As a result of this session, you will be able to: Understand the overall process in advertising Better manage yourself, your team and your client Do your self-planning for your advertising work and timeline Be a project leader for the agency What We’ll Cover Today 1. Understanding the Advertising Business Exercise#1: Your Work, Your Talk! Systematic Approaches to Deal with Difficult Clients Exercise#2: Your Most Difficult Client Situation 2. Outline of the Advertising Process 3. Brief Management & Planning Exercise#1: Your Work, Your Talk! Systematic Approaches to Deal with Difficult Clients 4. Super Salesman 5. Production & Distribution Exercise#3: Your Work, Your Production! 6. Invoicing & Evaluation I. Understanding the Advertising Business This document is for the internal use of Publicis Groupe only. What Business Are We In? Think about what we sell? Advertising? TV and Radio Ads Print Ads Outdoor Ads P.O.P. Material/Packaging Design Online Ads PR? Sales Promotion? Event Marketing? Exercise#1: Your Work, Your Talk! Bring Your Homework Assignment Split up into groups of 5-7 people with your colleagues Bring out your homework assignment and share it with your group Then arrange the materials in your group by sequence of advertising process, from start to finish Draw an advertising process flow chart from the beginning to the end based on your group’s materials 5 minutes Present your advertising process to the class What Business Are We In? What do clients want from us? Ideas We produce IDEAS What Business Are We In? Advertising Agency?? Ideas Factory !! II. Outline of the Advertising Process This document is for the internal use of Publicis Groupe only. Factory Working Process 1. Getting an Order 2. Design, Planning & Selling 3. Production & Distributing 4. Payment & Evaluation Advertising Business in a Nutshell Clients brief us about the objectives they want to achieve. We do our homework and sell our ideas. We implement our ideas when the clients buy them. The clients pay for the results of our communication ideas. Ideas Factory - Working Process I. Getting the Order 1. Get client’s brief 2. Open a job 3. Set a timeline 4. Do your homework 5. Write and give a creative brief II. Design, Planning & Selling 1. Sell creative work 2. Revise and get approval Ideas Factory - Working Process III. Production & Distributing 1. Sell a production cost estimate 2. Production process 3. Deliver the finished materials IV. Payment & Evaluation 1. Job closing 2. Invoicing 3. Campaign evaluation III. Brief Management & Planning This document is for the internal use of Publicis Groupe only. III. Brief Management & Planning 1. Get client’s brief 2. Open a job 3. Set a timeline 4. Do your homework 5. Write and give a creative brief The starting point of being an Account Executive/Manager Roles in Account Management 1. Inform and inspire 2. Analyze and strategize 3. Delegate and seek agreement Brief Management & Planning I. Getting Client’s Brief Key point: The whole advertising process can’t be clear if its starting point is not clear! Purpose: To understand the brief from your clients Usually, the clients will ask you to get their brief from them Sometimes, you create a brief by yourselves Do your homework before getting a brief Understanding the client’s background helps Make sure that you are clear with their brief Sometimes, you can challenge the brief Brief Management & Planning II. Open a Job Key point: It’s a wake-up call for the preparation of your team members in the agency Gain team alignment by leading a kick-off meeting Who are normally involved? Traffic, Creative, Graphic Designers, Strategic Planner and your Manager What do you need to open a job? Client/Product, Job Name, Required Outputs, Required Department/Teams, Job Starting Date and Due Date Brief Management & Planning III. Set a Timeline Let’s practice in groups in Exercise#2 Exercise#2: Your Work, Your Schedule! Come up with a timetable for a Shampoo brand In your group, come up with a timetable for producing an advertising campaign for a shampoo brand which includes 5 materials in the campaign: a TV Commercial a Radio Spot a Print Ad in a monthly women’s magazine a Poster at point of sale a new packaging design When can you launch the campaign for them? You have 5 minutes to work in your group of 5-7 people. Brief Management & Planning III. Set a Timeline Key point: Your timeline will guide all team members from start to finish! Agree on the creative brief first! Different advertising materials need different timelines Know the delivery time Work backwards Big campaign? Urgent brief? What to do? Know your client Remember holidays and busy seasons Lastly, agreement on the timeline Brief Management & Planning III. Set a Timeline What should be included in a timeline? Client/Product, Job Number, Job Name, Advertising Materials, Date, Writer, Involved Team Members Client’s Brief Creative Brief Internal Meeting for Creative Work Presentation to the client 1 Presentation to the client 2 (Revision) Approved Layout/storyboard/radio script Presentation PCE (Production Cost Estimate) Approved PCE Production period Approved production material and revision (if any) Send the approved materials to media Ad break Brief Management & Planning IV. Do Your Homework Key point: Look before you leap! Study information about client’s product Compare with competitors’ Information includes key marketing mix i.e. product/brand’s selling point, price, distribution channel, SWOT analysis Analyze communication strategy Understand the target consumer better Review your client’s brief again Come up with a Strategy Share information with the team Brief Management & Planning V. Write and Give a Creative Brief Key point: Great creative work starts with a good creative brief Make it brief but meaningful What’s normally included in a Creative Brief? Client’s product/brand key issues Marketing objectives Advertising objectives Target group Consumer’s perception and insight What the advertising needs to say Support and mandatory Required advertising materials/media Budget and timeline IV. Super Salesman This document is for the internal use of Publicis Groupe only. IV. Super Salesman Design, Planning and Selling 1. Sell creative work 2. Revise and get approval Super Salesman The destiny of your team depends on your selling skills! Roles in Account Management Convince and sell Negotiate and seek agreement Review and make sure the work is right Super Salesman I. Selling the Creative Work Key point: You have to buy it before you can sell it to the client! Organise an internal meeting Participants: creative team, traffic and your manager Review the creative idea and the creative work Make sure the work answers the brief Be open-minded and listen to your creative team Agree on a creative idea, not execution details Super Salesman I. Selling the Creative Work Key point: You have to buy it before you can sell it to the client! Don’t judge the creative idea as an Account Executive, but feel it as if you are a consumer! Give constructive comments Discuss to reach agreement on what work to sell Confirm the presentation date Super Salesman I. Selling the Creative Work When you sell Key point: Do your best to sell it for your team! Quickly recap the brief Connect their marketing needs to advertising requirement Reassure the client - you answer the brief! Lead in for the creative team Support your team Super Salesman II. Revise and Get Approval Key point: Close the sale and make sure of the same understanding Approval of the advertising idea? If the idea and detailed work is approved, get agreement in detail Agreed and clear enough ready for the production step Ink the agreement Who has authority to approve? V. Production & Distribution This document is for the internal use of Publicis Groupe only. V. Production & Distribution Production & Distributing 1. Sell a production cost estimate 2. Production process 3. Deliver the finished materials Production & Distribution It’s all about control and management! Roles in Account Management Budget control Quality control Time control Task and people management Production & Distribution 1. Sell a Production Cost Estimate - PCE Key point: Know your cost structure, ensure the quality and sell it well Don’t start any production job unless the PCE is approved and signed Screen the costs! Creative fee or retainer fee charged? Need advice from your manager? Understand the cost structure of your production Items with and without agency fee? Make it clear if there’s any additional cost Production & Distribution 1. Sell a Production Cost Estimate - PCE Celebrity cost included? Reasonable cost for the client and agency! Never trade off quality of the production with a cheaper quote! Make the terms of payment and conditions clear References of your production suppliers help! When the PCE is approved and signed, give your team a green light Production & Distribution 2. Production Process Key point: Understand the production process Support and trust your creative and production teams Get client’s approval at the right time Different advertisements have different production processes Let’s see how much background you have Exercise#3: Your Work, Your Production! Learn a production process with your colleagues Work with your group of 5-7 people Draw up a detailed production process and working steps for one of the advertisements below : TV Commercial Radio Spot Print Ad; either Newspaper or Magazine Ad Outdoor Ad (specify material); Billboard, Bus Shelter, Bus Ad, etc. P.O.P. Materials Packaging Design 10 minutes V. Production & Distribution TV Commercial Production A. Pre-production B. Shooting day(s) C. Offline editing presentation/double-head D. Sound recording E. Online-editing presentation F. Check print G. Release print Production & Distribution 2. Production Process TV Commercial Production A. Pre-production A meeting to seek agreement on details of TVC production Pre-production Book? Production & Distribution 2. Production Process Key Discussion Topics: Talent(s) Venue Costume, hair and make-up Setting and lighting Props Packaging Music, sound and announcer(s) Computer technique (if any) Reference to the look and feel of the TVC (if any) Production & Distribution 2. Production Process TV Commercial Production B. Shooting day(s) Led by the production house and creative teams Support them to do their best Some clients and account management team may attend Any change of key agreements needs an approval Production & Distribution 2. Production Process TV Commercial Production C. Offline editing presentation/double-head Purpose: To get the client to agree with the sequence and a final cut of film editing To present a final cut for the film and get client’s approval Double-Heads: video cutting and audio guide Look at the cutting, not the quality of the visual and audio yet! Production & Distribution 2. Production Process TV Commercial Production D. Sound recording All audio recorded and mixed Key components: Announcer(s), music/song, sound effects Matching between visual and audio Check the volume, tone and clarity of the audio Production & Distribution 2. Production Process TV Commercial Production E. Online-editing presentation Purpose: To get the client to approve the final quality of visual Comprised of full grading + VTR + final mixing May not need client’s approval at this step Key components: Color, brightness and beauty of the visual of all shots, computer graphics/techniques and fonts of written wording in the TVC Production & Distribution 2. Production Process TV Commercial Production F. Check print Purpose: To get the client’s final approval! G. Release print Purpose: Send the final materials to the TV stations Final check of the quality of the materials What type of release print does your TV station require? How many of them? Know the deadlines for receiving a release print for each TV station Production & Distribution 2. Production Process Radio Spot A. Sound Recording Short time: in one day Key components: announcer(s), music/song, sound effects Final mix: balance, volume, tone Need client’s approval, frequently given on the spot Production & Distribution 2. Production Process Radio Spot B. Release Print Type of finished materials depending on the radio station’s requirement Check number of the release prints/tapes Know the deadline for receiving a release print/tape for each radio station V. Production & Distribution Print Ad (Newspaper and Magazine Ad) A. Pre-production B. Shooting days C. Slide approval D. Computer retouch (if any) E. Tracing and final copy approval F. Finished art work G. Proof checking Production & Distribution 2. Production Process Print Ad (Newspaper and Magazine Ad) A. Pre-production Purpose: the same as a TVC Key discussion topics: The same as a TVC, except there’s no audio work involved B. Shooting days The same as a TVC Production & Distribution 2. Production Process Print Ad (Newspaper and Magazine Ad) C. Slide/picture approval Purpose: get the client’s approval on the selected slide(s) D. Computer retouch (if any) Need client’s approval before ordering the printing of the final slide Any minor change/improvement of the visual? Production & Distribution 2. Production Process Print Ad (Newspaper and Magazine Ad) E. Tracing and final copy approval Purpose: to get client’s approval on the final look of the print ad before producing the artwork Last chance for any minor correction Make sure of the correct spelling of all copy (wording) Production & Distribution 2. Production Process Print Ad (Newspaper and Magazine Ad) F. Finished artwork Artwork = the blueprint for your ad Get the client's approval on artwork! Check with the publisher - which artwork format they want Check number of artwork Know the deadline for receiving artwork for publisher!! Production & Distribution 2. Production Process Print Ad (Newspaper and Magazine Ad) G. Proof checking Proof = a term for an ad example produced by the publisher Purpose: to approve the print ad’s colors on real ad paper before the actual publishing Creative and/or print producer lead AE helps recheck the proof reading, colors of the client’s logo and product, etc. Get client’s approval before confirming with the publishers Production & Distribution 2. Production Process Outdoor Ad Production process is subject to type of outdoor ad In general, similar to print ads with more construction/production techniques involved Get the client to agree on any special techniques before production Creative and producer take a lead in technical stuff Identify potential issues regarding usage rights Production & Distribution 2. Production Process P.O.P. Materials and Packaging Production process is subject to the type of the materials Similar to print ads or outdoor ads, except greater number of copies in printing/producing Plan for the right printing and production lead-time Plan for the distribution of the materials Setting them up at the sites? (for P.O.P. materials) Maintenance issue for P.O.P. materials? Any additional cost on delivery/maintenance? Usage rights? VI. Invoicing & Evaluation This document is for the internal use of Publicis Groupe only. VI. Invoicing & Evaluation Payment & Evaluation 1. Job closing 2. Invoicing 3. Campaign evaluation VI. Invoicing & Evaluation When the advertisement is finished, your job is not yet finished!! Invoicing & Evaluation 1. Job Closing Inform your team members in writing The finance department can proceed to the invoicing process 2. Invoicing Check the invoice with the approved PCE Any additional cost arisen during the production period Quickly send invoice to the client If no invoice yet, check with your finance department! Invoicing & Evaluation 3. Campaign Evaluation Key point: After the ad breaks, evaluate yourselves on the agency’s work over the campaign: Does it meet the client’s objectives? How can you improve further? Use client’s research and marketing results List the key learning points of what worked/didn’t work, and reasons why Has the agency learnt anything as well? This document is for the internal use of Publicis Groupe only. Appendix This document is for the internal use of Publicis Groupe only. Exercise#1: Your Work, Your Talk! Bring Your Homework Assignment Bring some examples of work where you are involved in developing an advertising campaign from beginning to end, in order to explain the whole advertising process. It could be some of the work from your own department, or others e.g. creative, graphic, production, finance or traffic. Please bring all materials in paper form, except movie and sound materials, which you can bring in electronic files.
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