ADVERTISING AGENCY
WORKFLOW PROCESS
Division of the agency
Pre PPM
(Pre-Production Meeting)
- This meeting is between the Agency, Creative and the Production house.
- It includes discussion of the Director’s view in detail and to agree with the casting briefs, location briefs and anything else that may be necessary at this stage.
Pre-Production
- Pre-Production phase is from the confirmation of
the job up to the shoot.
- It includes, providing a brief, director, confirmation of the crew and equipment, locations, sets, casting, wardrobe, key props etc.
- The client will be required to give approvals at various stages through this process as and when necessary.
Script and Key Visual
- A Key Visual is the main image which communicates the main message of the ad.
- The final script is locked along with the key visual and is sent for an RCF approval with the client simultaneously.
PPM
(Pre-Production Meeting)
- This meeting is between the Agency, Client, Creative and the Production House.
- It is mostly a confirmation meeting.
- Issues which have not been cleared previously, or about which any doubts might prevail are discussed and finalized.
Script
- Script for the TVC will be created (15 days post the brief).
- Clients feedback is taken.
- Revised script is presented.
Jasrass
Quote/ Cost/ DO
Mastering
- The artworks are then sent to Jasrass where the images are replaced with high resolution images and printed on satins for a visual idea of the print and outdoor ads.
- The printed satins are then sent for copy checks as well as checked by the creative.
- The images are also sent to the client for approval.
- The estimate of the production budget is fixed after the cost is negotiated and closed.
- DO - This is a document which the client raises to confirm that the payment to the production house will be made.
- The images are sent for mastering.
Delivery
- After approval the final artworks are delivered.
The Shoot
- The shoot proceeds as agreed at the PPM and under the control of the production house.
Artworks in Studio
Adapting Image In IBC
- The artworks are created in the studio.
- Once they are ready, they are given for copy checks and are sent for clients approval.
Creative
- Dummy images of the IBC are replaced with the actual images and again undergo approval by the client.
IBC
(Integrated Brand Communication)
Storyboard Quals
- The creative team based on the brief will create the visual elements.
- The copywriter will, write the copy, whilst the art director will visually implement the copywriter’s message.
- Storyboard Quals is created for a qualitative research.
- At this stage the script is tested to see if it serves the purpose of communicating the message and receive feedback on the idea.
- IBC is a holistic communications process strategy which involves the integration of all communication activities associated with the media.
- Creative material is created and adapted in all forms of media.
- It comprises of all the elements for the media plan.
PPM
(Pre-Production Meeting)
THE PROCESS FOR PRINT AND OUTDOOR
- This meeting is between the Agency, Client, Creative and the Production House.
- It is mostly a confirmation meeting.
- Issues which have not been cleared previously, or about which any doubts might prevail are discussed and finalized.
Preview
THE PROCESS
FOR TVC
- The preview of the storyboard is made as an Animatic film to be tested in the market.
The Shoot
Production Brief
Results
In three forms :-
- Red - Not comprehended
- Amber - 50-50 comprehended
- Green - Comprehended
- The shoot proceeds as agreed at the PPM and under the control of the production house.
Casting Brief
- The brief states the requirements of the talent to be cast i.e, age, sex, etc.
- Production brief is an outline of what the agency wants in their ad and the main points that need to be considered during the process.
- It also includes the budget, the basic idea, script and how it should look when it’s finished and how the agency want their audience to feel when they watch it.
- It is shared with the casting agent, to inform about the guidelines, documents and requirements for the project.
Tape Delivery
Size Adaptations
Layouts for Outdoor
(Unique Sizes)
- It is delivered on the 10'th or 25'th date of the month.
- The layouts are adapted in their appropriate sizes based on the MR.
- Clients approval is taken.
Post Production
- Layout is the part of graphic design that deals in the arrangement and style treatment of elements (content) on a page.
- At this stage they are made in different sizes for the print and various outdoor placements.
IBC
- Post Production phase is from after the shoot till the delivery of the final tapes.
- Offline - The edits are put together.
- Online - Voice over recording, online work on the edit.
Brief Photographs
MR
(Market Research)
Pre PPM
- Dummy photographs are created and the IBc is used as a reference for the print shoot .
- This meeting is between the Agency, Creative and the Production house.
- It includes discussion with the photographer in detail and agree with the casting briefs, sets and anything else that may be necessary at this stage.
Comes from Lintas.
Comes from Mindshare.
Client Brief
- The client servicing team along with the planning team, will develop a creative brief, after clients approval for the creative team.
- This brief includes information about the target audience their attitudes and behaviors, campaign requirements and the key message.
Client Requirement
Casting
- This is the client's brief on their product and expectations, what should the communication be like, the reason to believe in the brand and the end benefit.
Cost/DO
- Selecting and finalizing the talents for the shoot.
- The estimate of the print and outdoor budget is fixed after approval.
Concept
- The concept is the underlying creative idea that drives your message.
Planning
Winning Concept is selected
- Determine what the best combination of media is to achieve advertisement placement on behalf of the clients.