Académique Documents
Professionnel Documents
Culture Documents
account management
creative
media planning and placement
research
agency organization chart
Board of
Directors
[Chairman/CEO]
President
[COO]
Traffic
account management
Traffic
creative department
• responsibility
the
the creative
creative department
department isis responsible
responsible
for
for creating
creating and
and producing
producing the
the print
print and
and
broadcast
broadcast advertising
advertising
strategy
strategy is
is key
key
good
good creative
creative work
work is
is always
always guided
guided by
by aa
creative
creative strategy
strategy that
that sets
sets forth
forth goals
goals to
to
be
be accomplished
accomplished and and key
key message
message
points
points to
to be
be relayed
relayed
creative department
Strategy
Review
executive & group creative directors
Board
creative director
Executive
Creative
associate creative director
Director (ECD)
copywriters
Creative
Director (CD)
art directors
broadcast producers
Associate
Creative
Director (ACD)
print production managers
traffic coordinators
Creative
Group:
Broadcast Print
Production Production
Traffic
media department
The
The planning
planning group
group handles
handles more
more
strategic
strategic marketing
marketing and
and media
media issues.
issues.
The
The buying
buying group
group handles
handles media
media
negotiations
negotiations and
and implementation.
implementation.
media department
Media media director
Director
associate media directors
Associate
Media media supervisors
Director
media planners
Media media buyers
Supervisor
media analysts
Media Media Media
Planner Buyer Plan
Analysts
big
big changes
changes in
in the
the
media
media department
department
• mega-agency media departments have now become profit
centers
• agencies have set up their media departments as free-standing
units
• many large clients now look at media as a separate service
research
research department
department
• interpret market environment
Research
Director research director
research project managers
research assistants
Project
Managers outside research specialists
Research
Assistants
Outside Research
Research Report
Suppliers
auxiliary agency functions
• account planning
• strategy/creative review board
• office management
• human resources
• legal services
• accounting
• recruitment
3 ways agencies make money
• commissions
• usually 15% of gross costs
• fees
• usually based on negotiated hourly rate
• incentives
• still relatively new and problematic
• usually based on performance goals
agency commissions