strat comm agencies
Post on 14-Sep-2014
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Strategic Communications
Agencies
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AgenciesThe key playersTypes of agenciesHow agencies charge clientsOrganization of agencies
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The Four Players
The ClientsThe Strategic Communication AgenciesThe MediaThe Vendors
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Types of Clients
ManufacturersResellers (retailers)Institutions Individuals
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The Agencies
Independent communications agenciesFull service agenciesCreative boutiquesSpecialty shops
In-house communication departments
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Advertising MediaPrint (newspapers, magazines)Broadcast (television, radio)Outdoor (billboards, transit)Direct response (direct mail, telemarketing)Internet and InteractiveMiscellaneous
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The Vendors
FreelancersConsultantsProduction Professionals
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Types of AgenciesThe full-service agencyCreative boutiquesMedical agenciesPolitical agenciesMinority agenciesIn-house agenciesMedia buying services
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The Full-Service AgencyMajor staff functions:Research and account planningAccount management/client serviceCreative servicesMedia planning and buyingPubic relationsPromotions and event planningDirect response Interactive
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The Full-Service AgencyOther major agency functions:AccountingLegal ServicesTrafficProductionHuman resources
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Services ProvidedAnalysis of marketing and cultural dataFormulation of core strategy and tacticsRecommendation of creative directionProduction of brand messages - Ad/PRCreate promotions and databasesPlacement in print, broadcast & InternetVerification of message placement
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Creative BoutiquesSmall agencies focus on creativeSpecialize in producing adsLittle staff for research, strategy, media planning, or public relationsSub-contract for creative work from full-service agenciesOften have short life spans
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Medical/Political ShopsEntirely service specialized clientsSpecialized knowledge of categoryProvide full-service functions
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Minority AgenciesOften full-service agenciesSpecializing in campaigns that target minorities/specialized populationsBlacks, Hispanics, Asians, Gay/Lesbian
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In-house AgenciesOwned and supervised by companyReasons for in-house agencies:SavingsSpecializationPriority serviceBut, minimum staffing of experts and
possibility of “group-think”
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Media Buying ServicesOriginal format of ad agenciesSole function is media buyingGrowing complexity of media buyingBuying media in bulk
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How Agencies are PaidThe Commission SystemThe Fee SystemIncentive-based Systems
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The Commission SystemStandard rate: 15% of media buysTrend toward negotiated commissionFierce competition among agencies
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The Fee SystemNegotiated hourly feeMedia buys billed directly to clientHourly rate rule of thumb:3 x hourly salary of each employee
Employee hourly salary =Salary / Hours worked per year
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Incentive-based SystemsHigher fees for good performanceIncentives negotiated in advancePay per performance system
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Organization of AgenciesOrganized around departmentsOrganized around clientsOrganized around tasksOrganized by ownership
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Organizing Agencies
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Tradeoffs in Agency Organization
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Agency AssignmentGet in your agencies and decide what structure you want to adoptGreater integration usually results in more
coherent campaignsMore need to negotiate decisions - share
responsibilities for sectionsBe realistic about level of integration