Advertising Agency
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Contents |
Definition
An ad agency can vary in size from local with a handfull of staff, to worldwide network with tens of thousands of employees.
An agency can specialise in one discipline eg. interactive, marketing, brand, PR etc, or as is more common in larger agencies, have a parent company, with a group of affiliated companies under them, who specialise in each discipline.
For example, Omnicom Group is a parent company of Global Advertising Brands (BBDO Worldwide, DDB Worldwide, & TBWA\ Worldwide), Public Relations Companies (Fleishman-Hillard, Ketchum, and Porter Novelli), Media Companies (OMD Worldwide and PHD Network), and National Advertising Brands (Arnell Group, Element 79 Partners, and Goodby, Silverstein & Partners).
Each of these specialist companies have more child companies, ie. BBDO New York, BBDO London, etc. BBDO Worldwide alone has 290 offices in 77 countries, with over 17,200 employees.
In 2004 the top 6 largest advertising groups ranked by worldwide billings were the following:
- WPP Group: $48.055 Billion
- Publicis: $34.365 Billion
- Interpublic Group: $27.870 Billion
- Omnicom Group: $25.230 Billion
- Aegis Group: $20.355 Billion
- Havas: $8.775 Billion
Positions
- Mac Operator – Junior, Intermediate, Senior
- Creative – Junior, Intermediate, Senior
- Designer – Junior, Intermediate, Senior
- Copywriter – Junior, Intermediate, Senior
- Art Director – Junior, Intermediate, Senior
- Director – Creative, Executive Creative, Managing
- Account – Executive, Manager, Group, Director
- Manager – General
- Traffic Manager
- Operations Director
- Retoucher – Junior, Intermediate, Senior
- Interactive Producer – Junior, Intermediate, Senior
- TV Producer – Junior, Intermediate, Senior, Head
- Photographic Art Director – Junior, Intermediate, Senior
- Animator – Junior, Intermediate, Senior
- Motion Graphics Artist – Junior, Intermediate, Senior
- Editor – Junior, Intermediate, Senior
- Audio Designer – Junior, Intermediate, Senior
- Planner – Junior, Intermediate, Senior
- Media Buyer – Junior, Intermediate, Senior
- Personal Assistant – Junior, Intermediate, Senior
Networks
Work with Motion Graphics
Ad agencies will sometimes have their own inhouse animation & editing departments, which can make television commercials, virals, brand / identity graphics and films. It is also common for agencies to work with a production company to create expensive and time consuming commercials. These commercials can be screened nationally, multi-nationally and worldwide, eg. Psyop's Coke Commercials.
Agencies can develop solid relationships with some motion graphics houses, and work with them on many different projects over many years, eg Method Studios & Laird+Partners work for The Gap.
