Given that we are exposed to so much advertising daily, and on nearly every media that we see — TV, newspapers, Web sites, hoardings, – ad agencies are very much a part of our lives.

Let’s have a look at how they function:

Traditionally, Advertising Agencies have 4 Main Functions — Account Planning, Buying, Media Planning and Creative

1. Client servicing department takes care of client interaction. Senior client service representatives generally act as marketing advisors for the client. They attend strategy meetings and offer suggestions on how the brand’s positioning might be improved. They also serve as a liaison between the client and the creative, translating the marketing objectives into a brief that informs the creative on the type of output desired, the message to be conveyed, and so on.

2. The media planning department’s job is to assess the numerous choices and determine where the ad campaign will run. This profession necessitates a high level of comfort with numbers as well as the ability to comprehend research reports such as readership and TV audience studies. In recent years, media planning and buying have evolved into separate activities performed by some major, specialized firms. To ensure that they get the greatest rates, several clients have set up their media buying units.

3. The creative department is the engine of an agency; they’re the ones who come up with the fantastic advertising we see. These professionals are good at coming up with unique and fascinating ways to communicate the product’s message to customers. This includes deciding on the language, visuals, models, and music, as well as whether or not to use humor.

4. Account planning is a more recent addition to the accounting department. The purpose of this position is to essentially think for the client and to prepare the agency for a new client pitch. A working grasp of market research techniques and customer behavior is required.