Workshop on Client Servicing.pdf

8/10/2019 Workshop on Client Servicing.pdf

1/28

Workshop on Client ServicingProf. Sweta Kanade


2/28

Introductions


3/28

BIG PROJECT


4/28

What is advertising?

Paid form of communication

Sells or promotes products & services by talking about the USP

Talks to users and prospects on a large scale, hence also

termed as mass communication


5/28

What is an ad agency?


6/28

What are the different methods of

communication?

ATL- Above The Line


7/28


communication?

BTL- Below The Line

Hoarding, bus shelter, bus backs, banners, posters, tent cards, standee,leaflets, brochures, sampling, danglers, buntings etc.


8/28


communication?


9/28


communication?


10/28

What are the different departments in

an ad agency?

Creative

Planning

Studio

Fin &Admin

Films

Servicing

i h i Cli S i i


11/28

Hierarchy in Client Servicing

AVP

CSD

AD

GAM

Sup

Sr.AE

AE

Jr.AE

Mgttrainee

Hi h i C i


12/28

NCD

ECD

Gr CD

Sr.CD

CD

ACD

Gr head

Copy

contr

CopySup

Sr.copy

copy

Jr.Copy

Copytrainee

Hierarchy in Creative

Wh i Q lit i i ?


13/28

Q Questions-About the brief, the brand, the job in hand, basically EVERYTHING

Who is a Quality servicing person?

U

A

L

I

T

Understand-Everyone you work with, requirements of the brand and the job

Aware-Read about the competition, brand, latest trends, industry

Listen-

To advice

Involved-

In the job, the team, the brand

Y

Time-

Adhere to time lines, deadlines, and manage your time well

Yes Sir-

DO NOT DO THAT EVER!

Thi ill d t k


14/28

Things you will need to know

WIP:

Track your daily activities, update regularly

Weekly update meetings

Shared with client

Minutes:

Make detailed notes

Legitimizes your meetings, and helps in CYA

Admin assistance:

Keep track of estimate approvals

Payment of bills

Maintain guard book

Dispatch (acknowledgements)

Keep track of birthdays of clients

Thi ill d t k


15/28


Requisition and job no.

For layouts

For artwork

Layouts

Initial creatives shared with the client for approval

Given by your creative team

Will be used for further creative adaptations

Artwork

Layout file used for finalizing as per specs.

Final file that goes out for printing

Thi ill d t k


16/28


Files and file formats

Ai, CDR, psd files for artworks

Open files

CTC file

Third party relationship

Outdoor agency

Films & Production-master tape, betas, edits, dubs, ppm

Media agency Illustrators


17/28

Client v/s Creative brief

Creative brief


18/28

Creative brief

BRAND IDEA

A short phrase or sentence

The creative brief further explores this idea

A captivating expression of the needs & wants a brand best satisfiesthat simultaneouslyconveys the brands ultimate purpose or commitment.

Definition Part Which Means

A captivating expression Words that go beyond the literal, that typically carry

appropriate double & triple meanings or connotations

of the needs & wants Not merely functional problems that the brandsperformance solves, but also those deeper-

seated desiresthat accompany them

a brand best satisfies The most meaningful differentiationaimed at the

brands intended target

that simultaneously conveys That by its word-structure either explicitly or implicitly

indicates

the brands ultimate purpose or commitment. The brands most valued sense of purpose; what it,more than any other brand like it, is and always has

been committed to

Examples of brand idea


19/28

Hondas The Power of Dreams

Land Rover Go beyond

Examples of brand idea

Creative brief


20/28

Creative brief

PROBLEM

Describe the problem that this communication is intended to address

Be clear about the specific problem we are asking the creative work to

solveE.g. a brand being seen as old-fashioned, or no awareness of the diet

variant

Should reference the business problemE.g. defending a price rise, losing market share

AUDIENCE Should also refer to where the consumer currently stands in relation to the

brand and the problem

Meaningful geographical differences should be considered here

Usually the end buyers or users of the brand, but can also be otheraudiences

e.g. employees, journalists etc.

Creative brief


21/28

Creative brief TASK

Specific tasks that we are looking to achieve with the communication

Must have a logical link to the Problemsection in the brief

Tasks should be specific about what we believe the campaign needs to do Each task must be a realistic and important part of the campaign

STIMULUS

This concisely describes the thing the communication needs to convey

E.g. a brief for a web site may need stimulus about product information,

user reviews, and purchase information

RESPONSE

How we want the audience to respond to the stimulus

What we want people to think, feel and do

This section describes how people will spend time with the idea and istherefore the primary way of thinking about its effectiveness

Creative brief


22/28

Creative brief

CHANNEL THINKING

Should describe the best media judgements that can made at this point in theprocess

Should be revised in accordance with the emergent creative thinking

It is not just advertising media (e.g. TV, print, posters) that can be mentioned

here but it should allow for any contextual help. E.g. Monday mornings are agood time to talk to people about holidays

DISCOVERIES

Original and insightful observations/facts

E.g.: a brief about fashion will probably invite some insightful thoughts about

the industry, the retail environment, and celebrities

REQUIRED MATERIALS/ COLLATERALS

Materials that are required from this brief

E.g: website concepts, TV advertising scripts, short film

Creative brief


23/28

Creative brief

WHERE IN THE WORLD

Summarise the regions and/or markets for which the materials will be used

TIMING

BUDGET

CREATIVE MANDATORIES

APPROVALS

Creative brief- Insights


24/28

Creative brief Insights

Insight-

Digging past what is immediately obvious

Approaching a known from a different angle. Digging, mining,

questioning.

Low-potency insight & high potency insight (e.g. washing powder)

The best description of an insight is derived from the answer toJeremy Bullmores question Why is a good insight like a

refrigerator?his answer Because the moment you look into it,

a light comes on

Client brief


25/28

Client brief

The write up that comes to you from the client explaining

The product/ offer

Duration & dates

Regions/ places to be covered by the communication

What is the goal of the communication

Materials/collaterals required

Timelines


26/28

Some types of marketing

Ambush marketing

Guerilla marketing

Stealth marketing

Affiliate marketing

Flanking


27/28

Some types of marketing


28/28

Thank You

Documents

Workshop on Client Servicing.pdf