An ad agency is a professional services firm hired by clients to conceive and manage the showing of commercial messages in various media (radio, TV, outdoor, print and Internet) as part of an overall marketing campaign. Typical ad agency clients include businesses, corporations and non-profit organizations.
Agencies often specialize in a particular type of media or industry. For example, some agencies have expertise in developing digital advertising campaigns using platforms like Google Ads and Facebook. Other agencies may focus on traditional media channels, such as newspapers and radio.
A media agency can help companies optimize their advertising spend by matching ad spaces with their target audiences. They are also familiar with the rules and regulations for different media outlets and can advise clients on how to best present themselves in those environments.
The creative team in an ad agency is responsible for producing visual concepts that become the final ads used in a campaign. These teams work with copywriters, art directors and other designers to create the look and feel of a client’s ad campaigns. They are also responsible for branding and rebranding efforts as well as creating company logos and design templates. Web designers are the newest additions to ad agency staff and are responsible for turning graphics into interactive online experiences for users.
An account management team keeps the wheels spinning in an ad agency by handling day-to-day client communication, billing and more. This team serves as the go-between for a client and relevant ad agency departments to ensure client goals are understood and met. Account managers are also on the front lines when it comes to negotiating contracts and pricing for ad campaign work.
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