The workflow of 4A advertising company

For many newcomers, they often think that their clients, copywriters and planners can do anything. In fact, in formal large companies, the division of labor is very clear and the professional requirements are becoming more and more strict. Therefore, it is best for newcomers to understand their interests and expertise and determine their own positioning. Here, first of all, we need to understand the operation process of advertising companies.

First of all, the customer puts forward the demand and wants to promote XX new products throughout the country.

After receiving the message, the account manager will report to the account director and then arrange a specific meeting time. The person in charge of the enterprise will introduce the products to the advertising company and talk about the initial ideas and marketing objectives of the enterprise (such as the first year sales of 50 million, etc.). ).

Generally speaking, before the meeting, the account manager and AE will know the basic situation of the industry where XX products are located through channels such as the Internet. This will be more active in the talks.

After the meeting, with the consent of the account director, the account manager makes a work schedule, indicating the work content, responsible person, time schedule, etc. , and submit it to the enterprise for confirmation.

Then, the account manager informs the heads of relevant departments to introduce the basic situation of the project. Including (planning department, media department, creative department).

The project officially started to operate, but please note that it is generally not carried out at the same time, but for the sake of crossing.

The approximate sequence is as follows:

1. AE and account manager of the customer department began to collect product information, competitor information, industry information, etc. At the same time, the media department collects competitors' advertising situation (advertising area, amount, media type) and competitors' advertising performance through purchase. Enterprises generally provide some information).

If necessary, you can also entrust a market research company to conduct quantitative and qualitative market research.

3.AE arranges all the information and submits it to the account manager, account director, planning director and planning manager (note that many companies do not have a planning department, and the planning work is completed by the customer department). Everyone digests the data.

4. The account manager, account director, planning director and planning manager will hold several meetings to discuss their views and ideas. The normal time is about a week. When everyone has reached a * * * understanding of a strategic idea, the account manager and the planning manager will sort it out and form a text (strategic idea).

5. The account manager and the planning manager begin to discuss the framework and details of the planning scheme, and they cooperate or appoint one of them to complete the writing of the whole plan. At the same time, explain the strategic thinking to the media department, and the media department will complete the media plan. And fill in the creative briefing, and hold a creative briefing after being signed by the account director and the creative director. Participants include account director, manager, AE, creative director, copywriter and beauty finger. At the meeting, the account manager explained the creative briefing to the creative department and answered the questions of the creative department.

6. The creative department has started to work. The beauty of copywriting refers to the beginning of creative concept (or creativity), and the director is responsible for checking. The creative department will make an informal proposal to the customer department after it has several sets of satisfactory plans (note that it is only an idea, but it has not been made yet, and there may be drafts). There are usually several such proposals, and after the two sides reach an understanding, they will formally perform creative performances. Copywriting writes titles and texts, as well as film and television scripts. Americans refer to the performance draft and the creative director checks it. At the same time, the completed strategic plan will also be submitted to the account director and the strategic director for modification.

7. According to the progress, the account manager will make the internal proposal time, then make the internal formal proposal and constantly improve the proposal, usually once or twice.

8. The internal proposal can also be made as a formal proposal (usually put forward by the director) after the time is agreed with the enterprise. Adopted and implemented as planned; If it fails, everything will be restarted or cancelled by the customer; Basically passed, with some modifications, and then put forward the second plan.

Basically, the operating procedures of local 4A and large companies are basically the same. Small companies may omit relevant links and departments. For example, if there is a small company, it is fun for the whole company (including the customer department) to think of ideas.