Key players in the marketing communications industry

Organisation with marketing communications problem or opportunity

Organisation with marketing communications problem or opportunity

Marketing communications objectives and strategy

Marketing communications objectives and strategyThe briefThe brief

ExternalAd agency; PR agencySponsorship agencySP agency; DM agency

ExternalAd agency; PR agencySponsorship agencySP agency; DM agency

InternalSales team

InternalSales team

Integrated marketing communications solution

Integrated marketing communications solution

Target audienceTarget audience

The brief• company and department details• nature of business• description of existing business environment• company's present business situation • corporate and marketing objectives (where the firm wants to be)• business strategy (how the firm intends getting from where they are to

where they want to be)• previous marketing communications activity• marketing communications objectives • specific problem to be solved• desired consumer responses• description of target markets, their characteristics, behaviour and lifestyle,

etc.• description of the product – features, advantages, customer benefits• key dates• restrictions or limitations, for example, corporate guidelines• budget• who makes the final decisions • who the agency should report to/contact names, telephone, fax, e-mail• role of market research before, during and after campaign• how campaign effectiveness will be measured• any other relevant information

Marketing communications agencies

• advertising agency• public relations agency • sponsorship agency• sales promotion agency• direct marketing agency

Leading Irish ad agenciesAgency Type Billings Affiliation

Irish International Full service €74 million BBDO Worldwide

McConnell’s Advertising Ltd

Full service €73 million Irish-owned; alliance with Lowe Lintas

DDFH&B Full service N/A JWT

McCann Erikson Full service €38 million McCann Erickson

Owens DDB Advertising and marketing

€33 million DDB Worldwide

QMP D'Arcy Full service €30.5 million D'Arcy World Wide

Ogilvy & Mather Brand communications

N/A Ogilvy & Mather

Des O'Meara & Partners Full service €20 million Irish-owned but linked to Publicis

Helme Partnership Advertising, PR, CRM

€20 million PR@The Helme

AFA Advertising Full service €19 million Irish-owned

Source: MAPS Directory, 2002/2003

Phases in a marketing communications campaign

Creation and designCreation and design

ProductionProduction

ImplementationImplementation

Typical services used in production

• stylists• make-up artists• model agencies• photographers• illustrators• library shots• freelance art directors and

copywriters• music composers• musicians• spell checkers/proof readers• typesetters

• reprographics• film directors• actors and voice over artists• studio and editing suites• printers• sign makers• list brokers• packaging companies• display equipment

manufacturers• merchandisers

Basic account management/client services structure

Managing directorManaging director

Account director/client

services director

Account director/client

services director

Account manager/client

services manager

Account manager/client

services manager

Account executive/client

services executive

Account executive/client

services executive

Managing Director

BoardAccount Director

Finance DirectorMedia DirectorCreative Director

Account Director

Account Manager/Account Executive

Trainee

Traffic/control

Creativeteam

MediaPlanning

MediaBuying

Production

Planning Director

PlannerAccounts

Department

Typical structure of a team in full-service agency

• interface between client and agency• client business is referred to as an account• cost centre which adds value• account director holds responsibility for the profitability of

existing accounts; formulates advertising brief; responsible for strategic issues relating to account; quality control issues

• account manager acts as project manager

Client services

Planning department

• planners represent consumer perspective and have significant input into development of the brief

• ensure that the brief is properly interpreted and executed

• not used on all accounts

Creative department

• generates the ideas behind the advertising campaign

• creative team consists of an art director and copywriter

• art director: responsible for visual appeal of an ad

• copywriter responsible for headlines, subheadings, main body copy

• ideas are presented to client in a rough layout• approved work is translated into finished

artwork by production team

Media department

• media planner – main responsibility is the production of a media brief following liaison with account handler

• media buyer – deals directly with various media to negotiate the best possible prices for their clients

• media department is a profit centre

Guidelines for selecting agenciesIdentification of agency type

Identification of agency type

ShortlistingShortlisting

Setting up contactSetting up contact

Informing the mediaInforming the media

Identification of agency type

Identification of agency type

Agency presentationsAgency presentations

The briefThe brief

Criteria for choosing an agency

Criteria for choosing an agency

TermsTerms

Formal agreementFormal agreement

Making the announcementMaking the

announcement

Media commission

A Transaction between agency and Irish ExaminerFull-page colour ad in Irish Examiner€15,120.00*Less 15% commission € 2,268.00Invoice to agency from Irish Examiner €12,852.00Less 2% discount for early payment€ 257.04Total paid to Irish Examiner by agency €12,594.96B Transaction between agency and clientInvoice to client from agency €14,862.96(less 2% for early payment of invoice)Media commission retained by agency € 2,268.00

* This price is based on figures quoted in the MAPS Directory 2002/2003