Expert: Peter Gabany - 10/31/2005

Question
hi im trying to understand the advertising agency positions and processes could you help me with the basics of say an ad campaign

Answer
The account person - Account Executive, Account Manager, Account Supervisor, Director of Client Services, Research Director/Team - either helps to direct or receives the order from the client. The account team develop strategies that pertain to the client objectives and work to develop creative briefs for the creative team.

One of the pivotal roles in any agency is an entry position - Traffic Coordinator. This person is the traffic director for the agency. They determine the availability of agency resources available and set the tasks as they apply to time-lines required to meet deadlines. The coordinator(s) set client meetings, inter-office meetings and the like. They apprise the media departments of the needs required by the account team - i.e.: a media plan or budget requirement to reach a specific audience.

The Creative department - Creative Director, Art Director, Jr. Art Director, Copywriter, Illustrator, Photographer and many more - take their cue from the creative brief and subsequent brainstorming meetings. Any given project is carried through IN STAGES - reviewing each step with the client to ensure client buy-in/understanding and ensuing costs.

The Production department is in charge of just that - Production Manager, Print Production Specialist, Broadcast producer and more - taking all art and producing it into brochures, TV commercials, Radio spots, Bus boards, Web banners, Billboards and more.

Don't forget the finance department - these people ensure the viability of the agency and help to maintain solid client relationships. This is one position that can be overlooked, often is and usually the reason any agency will fail. Don't forget this person.

This is a short version but certain that you will see the vast array of titles and duties. I hope and trus that this helps.

Pete