An advertising agency is a service enterprise, which takes over for companies and other clients the consultation, conception, planning, organization and realization of advertising and other communication measures. An advertising agency can offer the following achievements:

• Analysis and prognosis: Market study, consumer research, Mediaforschung
• Development of Kommnikationsstrategien (strategic planning)
• Conception, organization and production of advertising measure names
• Analysis and control of the advertising effect

History

(Advertising) agencies intermediaries between newspapers and their indicator customers were original: They arranged announcements, which appeared in newspapers for advertising customers.

The advertising customers originally did not pay for the work of the agencies. They paid for the appearance of their announcements to the newspapers. But the advertising agency of the newspapers got commissions. Those historically therefore agitating commission practice, after which the agencies stress "„additionally "“for payment by the customer commissions of newspapers, printering etc., is disputed, but usual"…

First phase: 1855 gave it already in Altona (today Hamburg) "„the advertisement expedition to Ferdinand Haasenstein "“, which appeared as impartial advisors of the advertising public. Likewise 1855 were created in Berlin "„Institut of the poster pillars "“by Ernst Litfass. Second phase: 1895 was added first advertising consultants, whose activity consisted primarily of it advertisement artistic and effective to arrange and the customers useless expenditures to protect. Third phase: 1920 develops "„for Advertising service Agencies "“. Thus for example the Lintas from the publicity department of Lever (Lever internationally Advertising service) becomes. Pioneers in the German market were at that time Lintas, McCann Erickson, and J. Walter Thompson.Vierte phase: 1950 begin the fourth establishment wave with a constant growth to phase: 1990 begin with the Internet and stronger considering of dialogue marketing the out and the change the advertising agency to communication companies, which try to konzertieren all disciplines such as advertisement, Internet, dialogue, PR, graduation under a roof equivalently.

Arrangement of the agency market

Large agencies and international network coworkers > 100Gross Income > 10 millions approx. 3 million "€Anzahl budgets > 30

Medium sized agency coworkers 10-100Gross Income 1-10 million < 1 million "€Anzahl budget > 15-50

Small agency coworkers < 10Gross Income < 1 million approx. < 0.4 millions "€Anzahl budget > 3-20

Kinds of advertising agencies

The classical form of the advertising agency offers achievements approximately around the classical advertisement in such a way specified. Thus advertising measures are meant in the mass media:

• Press (announcements in newspapers, magazines)
• External advertisement (posters, Blow Ups etc.)
• Radio
• Television
• Cinema

Meanwhile also numerous agencies developed, which offer special achievements for special ranges to the advertisement:

• Internet
• Event
• Public relation
• Corpus width unit Design
• Corporate Publishing
• Graduation
• Direct advertising
• POINT OF Sale
• Business ton Business

An advertising agency, which offers the whole measure spectrum, calls itself Full service advertising agency.

Customer/Akquise

Typical customers of advertising agencies are enterprise, non-profit ones enterprise and authorities.

For the agency-looking for the choice is heavy, since there are no really validen decision criteria. It should orient itself in each case at an exactly specified requirement profile.

Agencies show their specific achievement profile in the context of competition participation, reference projects or special elaboration.

For larger budgets a competition organized by the customer is worthwhile itself: in order to come to orders, agencies present the customer into prepared "„pitch "“(competition presentations) their suggestions for the conversion of the customer's request. But the best people of the agency work, often without customer order and computation. Thereby also individual communication measures go around whole advertising budgets or.

Advertising agencies can provide individual announcements or whole Werbekampagnen.

The order is agreed upon in form of a Briefings with the customer.

Agency personnel

In the course of the time certain standard structures developed, which are to be found in more or less varied form in most agencies.

However are, as in the entire service sector to find ever rarer the occupations in pure form and with always the same tasks, specified down. The trend goes into advertising agencies to the Akademisierung, although also specialists from beyond have occupation possibilities.

Contact/consultation

Advisors, also Kontakter mentioned, represent the link between creation and customer. Frequently expressed a delicate job for "„diplomats "“, since creative ones and customers do not speak carefully formulated "„always "“the same language.

Frequently advisors take over the strategic conception for the customer.

The field of application of the Kontakters enclosure not only those purely advise-ends activity, but also acquisition of new customers.

A condition for this occupation is not always a study. An economical study with emphasis marketing, media or communication is of advantage however. A special course of studies or teaching profession is not there. Occasionally also advertising purchase man/women as the Kontakter trained then as a trainee in an agency to begin to be able. Entrance salaries lie depending upon theoretical and practical previous knowledge between 20.000 and 30.000 euro per year.

Strategic planning/conception

Strategic planners and/or Konzeptioner provide (usually written) a concept for campaigns or individual communication measures. This is introduced to the customer e.g. in a presentation and released by the customer. The strategic planner accompanies usually also the execution of the concept by the creation.

'' see auch': advertising concept

Creation

The creation and/or creative department conceived, arranges and produces means of publicity for planned communication measures. The creative department led of a Creative Director, which carries the responsibility for all creative work within the department.

Are subordinate to it the kind Directoren, commercial artists, pure draughtsmen and ad writers. Kind Director and Texter work usually in Team.Den kind Directoren are again subordinate the commercial artists and pure draughtsmen.

Is responsible to the kind Director for the complete graphic conversion from the photographer selection to the pressure acceptance.

Further occupations

In smaller agencies partly work Kontakter and Texter/commercial artists in personnel union. Into larger agencies it comes to extreme specializations.

Many coworkers work freelance ("“Freelancer"”) and depending upon need are engaged, e.g. Produktioner, Illustratoren, photographer, PR-manager.

Organization forms

In Germany there are at present 12,000 advertising agencies. Of it only approx. 3,000 is registered in the trade register. Each manufacturing one can call itself "“advertising agency"”, because this designation is not a protected term.

The rank list after large Income of the 50 largest owner-led advertising agencies becomes annually of the magazines HORIZON, recruiting & selling (w&v) and the GWA provided.

Advertising agencies appear to companies with many as single agencies or as agency nets so mentioned, thus "„branches "“. Special cases are the house agencies in such a way specified of large companies. (Ex.s: Unilever - Lintas (no more does not existent))

The classical advertising agency is the owner-led, at which the owner is a managing director at the same time. Usually there are several owners. Therefore also the frequent naming after the sample "„Maier & Mueller "“.

Hauptproblem of the agencies is it to bind the most creative coworkers durably. With the unusually short average period spent of under two years this succeeds usually only thus that one takes part her in the agency. Therefore then the form likewise frequently which can be found "„Maier, Mueller & Partner "“.

From some single agencies proper Werbeimperien developed. Most famous example of it is perhaps Ogilvy & Mather. Starting from a certain size as at other companies a certain tendency is to be observed to growth by fusion.

Largest advertising getting thing of the world at present Omnicom Group, Inc. are., New York and WPP, UK. Thus Omnicom steers e.g. over 1000 advertising agencies in more than 100 countries, which produced 1997 advertisement for over 22 billion dollar. Among them e.g. are BBDO, DDB and TBWA.

Articles in category "Advertising agency"

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