ACCOUNT PROCEDURESACCOUNT PROCEDURES

MEETINGS WITH CLIENT A project begins with a client’s brief. Starting from client’s brief until the project is

finished involves several client meetings. Meetings can be led by:

– Client. For example: client brief, business update, etc.– Agency. For example: agency’s creative presentation, new

campaign proposal, brand review, etc.

Client’s Brief Client normally shares their yearly brief right before the beginning

of new fiscal year. Throughout the year there could be some more briefs for

additional projects. What are normally in the client’s brief:

– Marketing Objective– Advertising Objective– Market situation and business update (incl. Competitors)– Updates on price, product, distribution – if any– Brand strategy– Any findings from latest consumer research– Planned activities (ATL, BTL, promo)– Budget

Agency Presentation to Client

C on tac t rep ort

L ead m eetin g

P rep are p resen ta tion itse lf

A p p roved an dp resen tab le m ate ria l

K n ow w h o w e a rep resen tin g to

A g en d a

S et u p m eetin g

Essential items/steps for successful meeting:

Agenda Prepare a written agenda on every meeting Helps focus and structure the meeting Act as a checklist Enable you to take the lead in the meeting Always state the agenda at the beginning of

meeting/presentation Everybody will realize that they have to cover subjects

within a certain time.

Know who we are presenting to You should know who the people are How they think Who influences who Who makes the decision This will help you to direct your story

Material to be presented Should be well prepared in advance, not 30 min before the

presentation. This applies for all materials: creative work, estimates,

media reports research proposals. Preparation helps you feeling confident about the meeting. Check with client what kind of equipment you require Postpone the meeting if for whatever reason the work is not

done in a satisfactory way Avoid going to the client with half done work

Only seen and approved material can be presented to client This applies to all materials (creative works, media reports,

estimates, campaign proposals, etc.) Approval should be obtained from:

– direct supervisor – creative director – account director

Have them signed after approving the materials

Know your material Make sure you understand every detail of what you’re

presenting and why You are the one who has to present and who will get the

questions of the client Again, prepare your materials well in advance before

the meeting enables you to fully understand the material Rehearse your presentation if necessary:

– Highlight the main points of the agreed briefing – Prepare to highlight strong reasons why your ideas are good

Lead a meeting One way to make sure you lead a meeting well:

– preparation– rehearsal of what you want to say.– before going to the meeting agree who is going to present what– start the meeting with ‘the agenda’ which gives a sign that you’re in

control and that you’re the one who knows what should be discussed and when.

Contact report Every meeting should be documented in a contact report Should be short and to the point but capturing all essentials Should reflect timings Should be written and distributed within 24 hours after the

meeting Basically the call report has 4 functions:

– To reflect what has been agreed– To act as proof when necessary– To plan the next steps– To inform other people within the organization, at client and agency side,

about what is happening on the account

Example of contact report CLIENT : Meadjohnson NO : 3/99

PRODUCT : Enfa DATE : June 4, 1999 MEETING DATE : June 4, 1999 PLACE : Client Office PERSON PRESENT - MEADJOHNSON : R.S. Admar, N. Firmansyah, Rita - PERWANAL : E. Budiyanti, I. Budiman DIST. LIST : HFM, RSA, NF, ACCOUNT, MEDIA, CREATIVE Client and Agency met to present cover of Enfa – Omega 9 medical folder.   Conclusions and agreement were as follows: A. Medical Brochure: 1.     Client felt the background color of medical brochure is too close to O-lac’s color. Agency will fine tune the color more towards

goldish color so it will stand out and look different. 2.     It was agreed that the body copy should be in bullet points and follows the guideline given by Client. 3.     It was agreed that medical brochure should not have a tongue for note pad/flyer folder for cost efficiency (only a few doctors ask to

keep the brochure and saving in terms of production). 4.     Client advised that we cannot use Karina’s slide because she was in the previous Enfapro and her contract was expired. It was

agreed to use the existing slides of babies or Tasha. B. Poster and Banner: 1.     For Konika, Client decided not to use posters, only medical brochure and banner. Client advised that the banner will only have a

‘sablon’ quality so that the design and layout should be adjusted accordingly. Posters will be developed only for mothers (end users) and will be placed in doctor’s waiting room.

Next Step: 1.     Agency to provide a mock up of medical brochure (without visual and body copy) for Client to get a printing quotation (June 8) 2.     Agency to revise body copy and send it to Client (June 8) 3.     Agency to send a recommended slide and a toka for color background (June 8) 4.     Agency to share with Client a Omega 9 logo master (June 9) 5.     Agency to revise the banner. Prepared by: Concurred by:

Timings Work on reasonable timings to allow enough time for quality

control. Don’t let you be persuaded by accepting too tight timings Better check internally first to ensure that the deadline can

be met Always check with your clients if the deadline is really the

deadline or if it contains a large safety margin.

CASE STUDY Today is already 4:00 pm. After creative presents the storyboard to account

team, account team feels that the creative execution does not answer yet the creative brief. In fact the presentation to client is tomorrow morning at 10:00 am. This meeting has been postponed for two days before because the art director was not coming to the office. You know your client will not tolerate another excuse. What should you do as an account person? Should you go ahead and present the board?

When you presented the revised print ad for blender, the marketing director felt that a mom picture should be there like in any other household ads. You felt that it was not part of agreement from the previous meeting. The agreement was that as long as it communicates the message, executions will be based on agency’s recommendation. The marketing director was actually not present in the last meeting. But he is the one who gives the final approval. He demands the new ad to be done tomorrow because they will bring the ad to their national sales conference in 2 days. What will you do if you face this issue?

INTERNAL ROUTING It is the process which a project/job has to go through in

order to be successfully executed.

INTERNAL WORKING CYCLUS

F in ish ed p rod u c tion

P rod u c tion itse lf

P rod u c tion a rran g em en ts

P rod u c tion E s tim ate

A g reem en t on con cep t

P resen ta tion (m ateria ls )

R eview

C rea tive B rie f

C os t es tim ate

P rog ress rep ort

P lan n in g

Planning To be developed at the beginning of every project. A good planning involves:

– Total process of the project and specifically mention each step to be taken– Reasonable timings/dates to ensure quality– Which department/person responsible for each step

It is shared with every participant in the project (internally and externally)

Example of cps (for planning)CPS - WHISPER ULTRA

Distribution List:CLIENT : P&G INDONESIA Perwanal - Acc, Cre, MediaBRAND : WHISPER ULTRA P&G Indonesia - GW, RDS

ACTION ACTION NOVEMBER DECEMBER JANUARY FEBRUARY MARCHBY W1 W2 W3 W4 W1 W2 W3 W4 W5 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4

Creative Brief Development Ag 5---------11 Creative Brief to Client Ag 12 Revision, if any Ag + Cl 13 16 Creative Brief approval Cl 18 Advertising Idea Ag 1 1st storyboard presentation Ag 8 2nd storyboard presentation & Ag 15 scene by scene objective alignment Final storyboard presentation Ag 22 Casting Ag

Q&R Production: Brief PH Ag 23 Assumption on Christmas+New Year 24------------------2 Quote to Client Ag 7 Approval on PH & quotation Cl 8 1st preproduction meeting Ag + PH 15 Final make up test Ag + PH 16 Final pre production meeting Ag+Cl+PH 17 Assumption on Lebaran 19-22 Shooting Ag + PH 26-27 Offline Ag + PH 28 Offline presentation Ag 29 Online Ag + PH 1-2 Audio Mixing Ag + PH 2 Online presentation Ag 3 OAT Cl 8-11 OAT topline result Cl 17 OAT verbatim to agency Cl 24 Storyboard revision presentation Ag 25 (if necessary)

Full Up Production: Brief PH Ag 26 Quote to Client Ag 3 Approval on PH & quotation Cl 4 1st preproduction meeting Cl 10 Final make up test, if necessary Ag + PH 11 Final pre production meeting Ag+Cl+PH 12 Shooting Ag + PH 15-16 Offline Ag + PH 17-18 Offline presentation Ag 19 Online Ag + PH 22-23 Audio Mixing Ag + PH 23 Online presentation Ag 24 OAT Cl OAT topline result Cl Airing date (estimated) Ag

Progress report This is a form to cluster planning for different projects on the

same client. It can be just a gathering from separate planning. It enables you to get a complete overview of how many projects

are running (workload) and what their status is. To be distributed to all people involved from client and agency

side including agency management. Progress report should be discussed in status meeting.

Example of progress report

Status meeting To be held once a week. The status on the various jobs is checked and discussed as well

as any problems which might be there. It is a brief and to the point meeting, not going into very detail.

Cost estimates Any project should be estimated before starting with the

production. We can start once client’s approval is obtained. Build this approval time in your total project planning. Verbal approval needs to be followed by written approval

Creative Brief It forms the basis/direction on which our creatives and media people will work

from. Have to be written and approved by creative account director, creative director

and client before the work starts A creative brief should state the following:

– What the project is about– What the communication should do– What the message should be, to who (target group)– Why they should believe it (reason why)– A consumer insight– Any restrictions

Creative brief needs to be shared verbally with creatives. While giving the briefing try to bring the whole thing alive:– have the product: know it yourself and demonstrate it– know the target group and have a picture of him/her or describe it in real terms almost as if it

is a real person.

Example of creative briefThe Creative Background Client: PT. Roche Indonesia Brand/Service: Supradyn Job Number: The Advertising Task: Develop an interactive

program to establish a strong emotional bond between the brand and the target audience.

BRAND VISION:

- WHAT WE WANT TO BE? To be the most preferred multivitamin brand among the target audience. When they need energy replenishment, in their mind Supradyn comes first. Supradyn is the brand that understands them.

- WHO? Powerful, vibrant, supportive, refreshing - ESSENTIAL EQUITY: Energy recharger so that you have better quality of life

USEABLE PAST/WHAT’S IMPORTANT TO KNOW? Starting last year, changes in target audience of Supradyn from executive males to currently active busy mothers were not an easy task. Before the Snail campaign, the Office campaign has been able to personify Supradyn image as handsome executive man of mid 20s from middle class, strong muscular hardworking man who is mature, energetic, active, lively and full of spirit. USABLE FUTURE/WHAT WILL IMPACT THE BRAND? In the vitamin/multivitamin category, the players are making generic functional benefit (for energy) and depicting similar advertising situation involving high physical activities. Everything is very functional and physical. Supradyn should be able to stand clearly away from the general vitamin/multivitamin category by positioning Supradyn as the energy recharger (functional) and also bring the emotional benefit across. By establishing a strong emotional bond with the target audience, Supradyn is expected to win the special place in their heart beyond just the physical benefit. PRODUCT/SERVICE ISSUES RELEVANT TODAY?

- Issues with Board of Health for instance the use of ‘energy recharger’ term is not allowed - Different product forms for energy replenishment available in the market that consumers can

choose: energy drink for more instant booster, tablet, capsule, effervescent. - Consumers are not fully aware the benefit differences between vitamins and minerals; thus they

take any vitamin/multivitamin mainly to increase their stamina

WHAT IS THE COMPETITIVE ENVIRONMENT? Key players (Hemaviton, Enervon C and Fatigon) are very aggressive in their campaign through more integrated marketing communication. Hemaviton and Fatigon are using aspirational celebrities to endorse the product. All key players portray high physical activities. The advertising claim is rather similar: to increase stamina for high activities of the day or when body condition is weak due to recovery process from sickness and unhealthy lifestyle (unbalanced nutrition and wrong eating pattern). None of the competitors strongly build emotional bond with their consumers. WHO IS THE REAL COMPETITION FOR LEADERSHIP? Hemaviton (Regular and Action) A very aggressive player and consistently building the image as the brand that not only increase stamina physically but also sexually. For instance: sponsoring articles in male’s entertainment magazine about sex and affairs at the workplace. COMMUNICATIONS CONTEXT - Format should be interactive programs/event and not limit to conventional medium.

Example of creative brief

CREATIVE BRIEF

Review Objective of a creative review is to see whether the work is:

– Something which the whole team thinks whether the work has met the brief

– If we are working on schedule At least includes one review in your total planning (2 or 3 are

ideal) and is scheduled in such away so you still have time for revisions

In creative review the following people should be present: creative director, creative team on the project, AD and AM/AE

Have the total briefing and planning available at the review so we can check the work against that.

Presentation material Once the concept proposals have been internally agreed

determine in what form you want to present. For example: storylines or storyboard, etc.

Agree this with the creative team and your AM & AD.

Production arrangements A normal production process goes as follows:

– Agreement on proposal including final copy– Start search for directors/photographers based upon creative abilities &

costs– Present selected directors/photographers– Make choice on directors/photographers– Start casting on basis of casting brief– Start location/set dressing search on basis of brief– Pre production meeting to discuss the following:

• Directors/photographer treatment• Agreed talents• Set/location including props and wardrobe • Production schedules• Material to be shot ie b/w, color, video, film, number of versions/length • Pre prod meeting (ppm) has to be documented on a contact report

Production itself Creative team and the director are the responsible persons for

the actual production Account person needs to be on the set before the shooting starts

to check everything. Have the ppm report with you to check everything before the

shooting starts. If you doubt however about certain things happening on the set,

discuss this with the creative team and not the director. The ultimate call is for the creative team.

CASE STUDY Your storyboard has been approved by Client. Now you are ready to prepare

for the shooting. Your creative director prefers to work with A, the best director from Thailand. He is very good and suitable for such treatment required on your board. If we use him and shoot it in Thailand, the production budget is too high above your original budget. There is one good local director but he is fully booked until the next 2 months. Your film needs to go on air in 3 weeks otherwise the product launch has to be postponed which is impossible. How do you solve this issue?

You have a radio promo presentation to automobile client then continue with dealers visit which is scheduled for the whole day. On the same day you have a shooting schedule for candy. These two accounts are handled by the same creative team. The radio presentation cannot be postponed because it has to go to production the next day to meet the airing deadline. Plus you need to get client’s approval on the cost right away. On the other hand, your candy clients will be present full team at the shoot. Which one will you attend?

MATERIAL PRODUCTION CYCLUS

F ile M ate ria l

R e tu rn o f M ate ria l

S en d in g M ate ria l

M ate ria l ch eck

M ateria l P rod u c tion

A p p rova l

C os t es tim ate

M ate ria l R eq u es t

Material requests Make sure what kind of material is needed i.e.:

– Transparancies or prints– B/W or colour– U-matic, VHS, or Betacam SP– NTSC or PAL– 10”, 15”, 20”, or 30”– Complete edit or short in length– Music and SFX separate on DAT– Timing– Costs

Material check When the material arrives always check it before presenting it. Check if everything is in there Proof read the text Check logo and size If you have many films for the same ad at once, try to label them

or mark them in a certain way so you can be sure you send the right films to the right magazines

Sending materials Always send materials accompanied by a note/letter from us

stating:– what we are sending– the date is being send– to who and it’s purpose.

Keep the receipt of delivery Lastly make a note or set up a file of where you have send

which material, so that in case of emergency you know where you can get the films you need.

Return of material Whenever possible try to have the material returned if the print

media or TV station doesn’t need it again. When received file it because you might use it again in the future.

CASE STUDY You find out that your 2 consecutive page print ad are placed in the

wrong order. You were sure that you have checked the creative and have verbally given a very clear instruction to media people. Of course client doesn’t want to pay something that is not their mistake. How do you solve this?

You are doing an adaptation for a beverage TVC originally developed in Philippines. When the master material arrives, it is actually digital betacam and not all post production house have the facility to work with digital. Because this adaptation requires simple job, you have chosen to work with small post production house. You got a very good deal from them which has been approved by client. But unfortunately they doesn’t have the facility to work on digital betacam. What will you do to settle this problem?

MEDIA CYCLUS

P os t B u y A n a lys is

R atin g F orecas t

M ed ia B u yin g B rie f

M ed ia P lan

M ed ia S tra teg y S ta tem en t

B rie fin g

Media Strategy Statements Very helpful documents in determining what the strategy for

the next year should be. A media strategy statement is written on basis of the ideal

situation, thus not the available budget. The ideal situation does take into account the market and

competitive situation. Media strategy statements form the basis for the media plan

and therefore have to be signed off by Client, Media Director, Account Director.

Media Plan A detailed media plan including the scheduling and

objectives which has been agreed by Media, Account and Client.

Forms the basis for the media buying. Should be made well in advance ie. at the beginning of the

year. Number and date your plan because during the course of

the year changes are made.

Media Buying Brief The media plan forms the basis for the media buying. Always give a written work order including the media

plan to the buyer and have if necessary the planners and you explain it in detail.

Rating Forecast In view of current media situation and connected

structures, it is helpful to get a rating forecast for the period which has to be bought.

It is a useful tool to eliminate bad performing programs in time before they affect your schedules.

The media buyer involved should be participating in this process.

Media Post Buy Analysis Should be a standard and monthly routine. Use it while checking the analysis you get for your

client. Also here, ensure that you get this well in advance to study and ask questions to media team.

Try to agree a fixed date for monthly submission with all parties involved.

Creative and Competitive Review Happen for certain clients every six month. It is the responsibility of the account manager together

with the account director to have this set up properly and in time.

Competitive Monitoring/Filing Have to happen on a ongoing basis. A separate file has to be set up in which everything is

split out by brand and product Competitive monitoring includes creative, market info,

news articles and media data.

Filing in General One essential cornerstone of good account

management is an up-to-date and easy to handle filing system.

All correspondence, data, creative work and contracts regarding the account should be filled in such a way that everyone can have access to it and that is complete.

QUESTIONS??QUESTIONS??