Advertising
Planning a campaign
7. Role of advertising & media agencies
The
providers you will require will depend upon the scale of your planned
advertising and the skills of your internal teams, as well as your
planned communications activities.
Communications
service providers may include designers, photographers, advertising
agencies, media planning/buying agencies, public relations, event
management and digital agencies.
The
majority of the major advertising campaigns undertaken by NSW
Government agencies typically use the services of at least one
advertising agency. Some large advertising companies offer a “one stop
shop” providing many or all of the above types of services, whilst other
companies will specialise in one or only a few of these services.
Role of an advertising agency:
The
advertising agency will propose the best creative tactics to convey
your messages and achieve the campaign objectives. They will recommend
the advertising concepts and may also include a variety of “below the
line” advertising options, e.g. events or presentations, handouts,
website, collateral (posters, stickers, and brochures).
Once
you have agreed on the approach to be used, the advertising agency
responsibilities would typically involve all aspects of the production
of the advertising materials and despatch of materials to the media.
Advertising agencies typically charge head hour costs plus any third
party production or other services they commission.
A
simple campaign which requires the production of simpler print
materials might require the services of a graphic design agency, rather
than an advertising agency. In these cases, you may consider directly
engaging the specialist services that you require.
Role of a media agency:
A
media agency (or media planner) is responsible for the strategic
recommendation of media activity for your campaign. Working from your
brief the planning process involves analysing the audience objectives
and balancing the reach, frequency and costs of media options to deliver
a detailed media plan that maximises advertising exposure and impact.
Planning
should demonstrate a coordinated approach to different media and
illustrate the thinking behind the proposed approach. Media planners
work closely with advertising agencies to ensure the client's
advertising budget is well spent, as well as adhering to the overall
campaign strategy.
Which media agency do I use for my campaign?
Media services are provided under the NSW Government Media Agency Services contract. Read more about working with the appointed media agencies.
Media services are provided under the NSW Government Media Agency Services contract. Read more about working with the appointed media agencies.
Engaging an advertising agency
Working with media planning agencies
Communications strategy
Campaign implementation
Monitoring & evaluating
source: http://www.advertising.nsw.gov.au/advertising/planning-campaign/advertising-and-media-agencies
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