Launch an Advertising Campaign

As part of your project, you will be required to outsource your communication campaign and manage your media plan. So how do you choose your agencies - and what are the differences between them?

Let's look at the role of each and define their scope so you can better understand their purpose.

Collaborate Efficiently With an Advertising Agency

The advertising agency’s job is to advise you on implementing and designing your campaign.

The Different Roles of an Advertising Agency 

• Provide you with strategic guidance on your communication.

• Design communication tools and develop related actions.

• Develop the creative treatments that match your products and services. 

• Take charge of the different budget negotiations with the various stakeholders of your campaign. 

The Division of the Teams

• The creatives: They design campaigns with creative directors, artistic directors, copywriters, model makers, art purchasing managers, etc.

• The account team: They work with you and the rest of the agency teams—commercial director, consulting director, advertising manager, etc.

• Strategic planners: They develop the general strategy and vision for the product or service. 

   

Collaborate Efficiently With a Media Agency

About thirty years ago, in-house media planning teams broke away from advertising agencies to focus on media selection and strategy in the overall communication process.

They concentrate on one role: advising you on your choice of media and strategic thinking. 

They are paid according to: 

• The fees associated with the media consulting activity.

• Variable compensation - they take a commission on the media budget you spend.

Here is a list of the top worldwide media planning and buying agencies: 

Choose the Agencies Best Suited for Your Company

Typically, agencies pitch to you, and you select the one that fits your goals and expectations. 

Here is a list of points to help you select your agency:

• The agency's size: Try to choose an agency that suits your company's size - you don't necessarily want to be the smallest client in a big agency!

• Membership in a group: If you want to develop your product internationally, it is better to hire an agency in a group.

• Its services: It is better to have an agency that can match your needs and avoid having to manage many relationships. 

• The creative style of your advertising agency, as well as its knowledge of your industry.  

Media agencies are distinguished from advertising agencies in that they have specific knowledge of different media outlets and can recommend and follow media plans. By contrast, advertising agencies provide a strategic and creative vision to support your projects.

Let's Recap!

• An advertising agency helps you with communication strategy and creative work.

• A media agency helps you determine how best (and most cost-effectively) to buy the media placements to reach your target audience.

• Choose the agency based on its size, network, services, and creative style.

Congratulations, you have completed Part 2 of the course! You now know how to implement your advertising campaign. In Part 3,  you will see how to measure your campaign's effectiveness and impact, calculating your return on investment (ROI).