What makes a Advertising agency?

From time to time we are asked what an advertising agency does. A legitimate question, which is why we would like to answer this question briefly and entertainingly with this blog post and especially with the following video.

What does an Ad Agency do?

広告代理店とは何でしょうか？

Basically, an advertising agency is a service company that supports its customers in finding ideas, providing advice and implementing marketing and communication measures. Depending on its orientation, the agency may take care of the entire range of services, in which case we speak of a full-service advertising agency. If the agency concentrates on individual areas - such as marketing consulting or web programming - it is referred to as a consulting or web agency.

Now let's take a look at the process and cooperation with a full-service advertising agency. The case of Marc Bühlmann serves as an example:

Marc is an inventor and entrepreneur. He has developed a smart collar for cats. For the market launch, he now needs the professional help of a full-service advertising agency. Rocket is the right place for him: we are happy to invite Marc to our full-service agency for a briefing.

Once the initial situation is clear, the further course of action is planned in the following four steps:

1. Definition of brand strategy
2. Brand identity creation
3. Planning brand management
4. Brand management

First, we define the brand strategy. This includes naming, defining the target group and the value proposition. We then set out the strategic guidelines in the brand guidelines.

In the next step, selected specialists take care of the project. These include, for example

• The consultant. He manages the project, acts as an interface between client and agency and creates marketing and media plans.
• The art director, the graphic designer and the motion designer. They design all advertising materials such as the logo, the website or an advertising spot.
• The copywriter. She creates a meaningful claim and writes content for the advertising media.
• The web developer. He programs the website and ensures that it works perfectly on all devices.

The exchange and cooperation within the team are important and guarantee maximum creativity and consequently lead to an effective brand presence.

Based on the defined brand identity, we give the product a name, a logo, a claim and packaging. This is followed by photography, copywriting and design.

We record design guidelines in a corporate design manual. This enables us to guarantee that all future advertising measures are consistent.

The new brand identity is implemented with an initial campaign. We present Marc with a powerful media plan and create all the necessary communication tools. This includes a poster, a product flyer, an advertising spot, a Google Ads campaign, a website and many other measures.

As soon as the final details have been clarified, we put the campaign live. The impact of the campaign is measured continuously from then on. We evaluate the results, compile them in a campaign report and discuss them with Marc. The advertising measures are continuously optimized on this basis: Measures that work particularly well are intensified, others are optimized.

Marc Bühlmann is satisfied with the advertising agency's performance and is delighted with the brisk sales of his collars.