Advertising Process Account Executive by alicejenny

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									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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