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Agency Structure

An advertising agency manages marketing efforts for brands, leveraging expertise across various media channels to effectively reach target audiences. Types of ad agencies include media, PR, creative, digital/performance, in-house, and boutique agencies, each with distinct roles and functions. The document also outlines the key teams within an agency, such as accounts, media, creative, data and analytics, and strategy teams, highlighting their contributions to successful marketing campaigns.

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26 views2 pages

Agency Structure

An advertising agency manages marketing efforts for brands, leveraging expertise across various media channels to effectively reach target audiences. Types of ad agencies include media, PR, creative, digital/performance, in-house, and boutique agencies, each with distinct roles and functions. The document also outlines the key teams within an agency, such as accounts, media, creative, data and analytics, and strategy teams, highlighting their contributions to successful marketing campaigns.

Uploaded by

ericafernz05
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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What is an Ad Agency?

An advertising agency is a business that manages marketing efforts for brands, helping them to reach their
target audiences effectively. While brands might have some in-house capabilities, they often rely on ad
agencies for expertise across various media channels, from traditional platforms like TV and radio to
digital avenues like social media. This guide breaks down the types of ad agencies, each with a unique
structure, role, and focus within the broader advertising ecosystem.

Types of Ad Agencies

• Media Agency
Primarily responsible for the placement of ads across different media channels, media agencies optimize
ad spend by determining the best platforms and timing for a brand’s audience. Many media agencies now
offer a broader scope of services, covering creative production, strategy, and data analytics. In Japan,
notable media agencies include Dentsu, Hakuhodo, and ADK, all of which have evolved to provide
integrated services beyond media buying.
• PR Agency
PR agencies work to shape public perception by securing media coverage, generating positive press, and
managing public relations crises. Their strategies often blend paid media (sponsored content), earned
media (media coverage), and owned channels (brand websites or social media). PR agencies help brands
tell their stories in a way that resonates with audiences and positions them favorably in the public eye.
• Creative Agency
Focused on the production of ad content, creative agencies develop the visual, audio, and text elements
for campaigns. They range from boutique agencies that specialize in niche areas to global networks that
cover a wide spectrum of creative needs. Creative agencies may collaborate closely with media and PR
teams to ensure consistency across all platforms and maximize the impact of their visuals and messaging.
• Other Types of Agencies
• Digital/Performance Agencies handle online campaigns, targeting audiences through
digital platforms such as Google, Facebook, and e-commerce sites.
• In-House Agencies are part of a brand’s internal team, allowing for closer collaboration
and understanding of the brand’s needs.
• Boutique Agencies are smaller and may specialize in specific services or industries,
offering flexibility and unique insights for their clients.

Ad Agency Teams

Each team within an agency plays a distinct role in creating, launching, and monitoring campaigns,
working together to provide a cohesive strategy for the brand.

• Accounts Team/Client Services


Serving as the primary link between the client and the agency, the Accounts Team ensures that the client’s
objectives are met and all deliverables align with their vision. Common roles include:
• Head of Accounts - Oversees all account management activities.
• Group Account Director - Manages large client accounts, often coordinating between
teams.
• Account Manager - Manages day-to-day communication and project timelines.
• Media Team
Responsible for planning and buying ad space, the Media Team selects the most effective platforms and
schedules to reach the target audience. The team has specialized roles:
• Media Director - Strategizes media plans and oversees the team.
• Media Planners - Research and design the media strategy based on audience insights.
• Media Buyers - Negotiate with media outlets to secure optimal rates.
• AdOps (Ad Operations) - Implements and monitors online ad placements, ensuring they
run smoothly.
• Creative Team
Producing the visual, textual, and interactive content for campaigns, the Creative Team collaborates
closely with accounts and strategy teams. Roles include:
• Creative Director - Leads the creative vision and approves final concepts.
• Art Director - Works on visual elements, from layouts to graphics.
• Copywriter - Crafts engaging and persuasive text for ads.
• Project Manager - Oversees the project timeline and team coordination.
• Data and Analytics Team
This team analyzes data from campaigns, gathering insights on audience behavior and campaign
performance to optimize future strategies. Key roles include:
• Director of Analytics - Sets the analytical direction and KPIs for campaigns.
• Data Analyst - Analyzes data from various sources to extract insights.
• Technologist - Integrates technical tools and solutions to support data analysis.
• Strategy Team
Focused on the overall campaign direction, the Strategy Team identifies the campaign’s objectives,
audience targeting, and messaging. Strategists ensure all elements align with the brand’s goals, working
with creative and media teams to develop a well-rounded campaign.

This guide provides an overview of each agency type and the critical roles within their teams, showing
how each component contributes to the success of a marketing campaign and supports the brand’s reach
and resonance with its target audience.

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