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Advertising Agency Workflow Process

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by

Neha Bole

on 28 May 2013

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Transcript of Advertising Agency Workflow Process

WORKFLOW PROCESS ADVERTISING AGENCY Client Requirement 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.
Planning Determine what the best combination of media is to achieve advertisement placement on behalf of the clients. Concept The concept is the underlying creative idea that drives your message. Client Brief Winning Concept is selected 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. Planning Creative Client Servicing Creative 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. Script Script for the TVC will be created (15 days post the brief).
Clients feedback is taken.
Revised script is presented.
Script and Key Visual The final script is locked along with the key visual and is sent for an RCF approval with the client simultaneously. A Key Visual is the main image which communicates the main message of the ad. IBC
(Integrated Brand Communication) 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. Storyboard Quals 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. Preview The preview of the storyboard is made as an Animatic film to be tested in the market. Time Period - 4 weeks Results
In three forms :-
Red - Not comprehended
Amber - 50-50 comprehended
Green - Comprehended Production Brief 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.
Casting Brief
The brief states the requirements of the talent to be cast i.e, age, sex, etc. Quote/ Cost/ DO 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.
Time period - 1 week 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. 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.
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. The Shoot The shoot proceeds as agreed at the PPM and under the control of the production house. Post Production 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. Time Period - 2 weeks. Tape Delivery It is delivered on the 10'th or 25'th date of the month. THE PROCESS FOR PRINT AND OUTDOOR IBC Brief Photographs Dummy photographs are created and the IBc is used as a reference for the print shoot . Cost/DO The estimate of the print and outdoor budget is fixed after approval. Casting Selecting and finalizing the talents for the shoot. Pre PPM 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.
PPM 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. (Pre-Production Meeting) The Shoot The shoot proceeds as agreed at the PPM and under the control of the production house. Mastering The images are sent for mastering. Time Period - 2 weeks Adapting Image In IBC Dummy images of the IBC are replaced with the actual images and again undergo approval by the client. Layouts for Outdoor
(Unique Sizes) 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. MR
(Market Research) Outdoor -
Comes from Lintas.
Print -
Comes from Mindshare. Size Adaptations The layouts are adapted in their appropriate sizes based on the MR.
Clients approval is taken. Artworks in Studio The artworks are created in the studio.
Once they are ready, they are given for copy checks and are sent for clients approval. Jasrass 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. Delivery After approval the final artworks are delivered. THE PROCESS
FOR TVC Division of the agency It is shared with the casting agent, to inform about the guidelines, documents and requirements for the project.
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