Introduction
The advertizing industry is always evolving. It’s come a very long way from when posters were created, printed and displayed on billboards. Advertizing can be run across numerous channels to reach different audience segments. However, before kicking off any campaign, you need to have solid foundations in place. Let’s take a look at the best ad agency organizational structure that you can implement into yours!
Client Relations
Client relations play a key role in the ad agency world. They are also known as account managers. Their role is to maintain a positive relationship between the agency and its clients. Client relations work as clients’ primary point of contact when working with an agency. They ensure that communication is working effectively and efficiently between the client and the agency to meet client expectations. They build trust and rapport by having regular check-ins and meetings.
Client relations also oversee the execution of advertising campaigns and projects ensuring they are completed on time and to a high standard that meets the client’s expectations. Client relations coordinate with various internal teams to ensure the standard of work is completed to a high standard.
Retaining clients is crucial for the success of any ad agency which is where client relations come in strong once again. They work proactively to ensure client satisfaction is at a maximum and identify any potential risks or challenges that may impact client retention.
Research Department
The research department helps to understand the market landscape, consumer behaviour and current trends. It is a particularly important department because they help the ad agency to identify the different trends and identify different technologies to track campaign performance. Their findings and recommendations serve as an integral foundation for the creative and strategic teams in the ad agency, helping them to identify and implement impactful advertizing campaigns that drive results for businesses.
Media Department
The media department is responsible for planning, buying and optimizing media placements to communicate the client’s message to their intended target audience. The media department are a vital part of the overall success of advertizing campaigns.
The media department uses the research taken out by the research department and builds and implements a strategy based on that research. Based on the target audience, they will use different platforms for advertizing (unless they are a niched advertizing agency). The primary platform choice is usually social media as it is used by a broad audience but can be segmented and customized to reach a particular audience type.
The media department also collaborates with other departments such as the client relations to make sure their strategy aligns with overall marketing objectives and direction.
Copy Department
The copy department tends to craft compelling and persuasive written content for the various marketing materials. Copywriters work closely with clients to develop creative concepts and translate them into written copy for various marketing channels.
The copy department is responsible for many different things, including creating engaging headings, scripts, body copy, and other written content that communicates the client’s brand message. It is important for the copy department to follow brand guidelines ensuring tone of voice and consistency are adhered to.
Production Department
The primary responsibility of the production department is to create and finalize advertisements. The traditional functions of this department include maintaining communication with various professionals such as printing presses, typographers, and photoengravers. Additionally, the department assembles design patterns, photos, illustrations, copy, and other elements to prepare the final advertisement. Once completed, the advertisement is presented to the client for approval before being sent to print media for distribution.
With the increasing prominence of digital media, some production houses have adapted to this change by including new activities such as keeping in contact with digital artists and web designers. They assemble digital art and create final digital ads, which are then approved by the advertiser and sent to digital media for online advertising.
The production department is managed by a production manager and is considered a part of the creative services division of the ad agency. However, not all ad agencies have an internal production unit and may outsource their production-related work to external vendors.
Finance Department
The accounting and finance department of an advertising agency is responsible for managing the financial and accounting aspects of the agency’s operations. The department’s primary tasks include:
- Generating and issuing invoices to clients
- Regularly reminding clients to pay any outstanding bills
- Timely recording and tracking of expenses incurred from vendor parties
- Issuing payments to vendor parties within or on their due date
- Conducting regular reconciliations of bank accounts, vendor accounts, and customer ledger accounts
- Depositing government dues in authorized banks on a timely basis
The department is typically staffed by a team that includes a Chief Financial Officer (CFO), Accounts Receivable Manager, Accounts Payable Manager, Accounts Supervisors, and Accounts Executives. These individuals work under the guidance and supervision of the Vice-President of Accounting Services, who serves as the head of the department.
PR Department
The primary responsibility of a Public Relations (PR) department is to establish and maintain a positive relationship between three key parties: the advertising agency, clients, and media. To achieve this, the PR department is responsible for:
- Addressing and resolving customer complaints promptly.
- Acting as a liaison between the advertising agency, clients, media, and society.
- Building and maintaining a good reputation for the agency.
The head of the PR department is known as the Public Relations Officer (PRO), and their team of subordinates assist them in ensuring a cordial and healthy environment.
Create Your Ad Agency Organizational Structure
A successful advertising agency requires a solid ad agency organizational structure that can efficiently deliver high-quality services to clients. The different departments within an agency play unique and critical roles in achieving this goal. The client relations department is responsible for maintaining a positive relationship with clients, while the research department helps the agency to understand market trends and consumer behavior. The media department is responsible for planning, buying, and optimizing media placements, and the copy department crafts persuasive written content for marketing materials. The production department creates and finalizes advertisements, while the finance department manages the agency’s financial and accounting aspects. Lastly, the PR department establishes and maintains positive relationships between the agency, clients, media, and society. Each department’s success depends on effective collaboration and communication within the agency, making it crucial to have a well-structured organizational structure.