How Does an Advertising Agency Work

How Does an Advertising Agency Work?

What is the structure of an advertising agency? How does the creative department function? What is the role of the Media buying and Account planning departments? These are all important questions you should be asking yourself before you hire an ad agency. Here is a basic overview of how these departments work. Each step in the process plays a critical role in the overall success of the campaign. If you are not sure what each of these departments does, consider watching this brief video to learn more about the processes involved.

Structure of an advertising agency

Structure of an advertising agency

The internal structure of an advertising agency is a critical part of the agency’s success. While agencies can be large and multi-national, they are not all the same. These agencies are usually organized into departments. Some departments include the client department, which maintains contact with current and potential clients. Other departments, such as the media department, are responsible for choosing the most appropriate media for advertising campaigns. Without the right media, the campaign’s results will suffer, check out the post right her.

Human Resources (HR) is a department responsible for the hiring and firing of employees. It also manages sick leaves and makes sure all processes are in compliance with government regulations. There are a number of HR managers in an advertising agency, who report to the head of the department. Finances are another important department for an advertising agency. These departments manage the day-to-day expenses of the agency, as well as staff payments and vendor costs. The finance department is also responsible for the agency’s cash flow. Finance executives oversee the department.

Functions of the creative department

Creative department

The creative department of an advertising agency consists of a team of copywriters, supervisors, and other members of the company’s management. While every organization may not have a separate PR department, others will be responsible for establishing cordial relations with clients and customers. The office management department is responsible for maintaining the communication lines between the creative team and other stakeholders. The office management department is also known as the HR department of an advertising agency. They are responsible for the payroll and benefits of all employees. They also handle the agency’s daily expenses and employee salaries.

The creative department of an advertising agency is responsible for developing the marketing campaign for a client. It develops that campaign across different mediums, including print ads, web design, and guerrilla campaigns. There are several departments within the creative department, each with its own specialties and duties. The creative director oversees the team and ensures the quality of work produced. Some directors specialize in specific areas of the creative process, including copywriting, graphic design, and web development.

Media buying department

The media buying department of an advertising agency aims to optimize the effectiveness of the media that is purchased for the advertising campaign. They should ensure that the media being used is effective and that the reach of the advertising campaign reaches its target audience. Media buyers must continuously monitor the media market and their assumptions about the appropriate venues and rates must be challenged. The media buying department must be able to create value for the advertising clients. The media buying process consists of many important steps.

The main responsibilities of the media buying department include managing the technical aspects of posting an advertisement, ensuring that the audience is targeted, and passing on feedback from the audience to the client. They also negotiate the base price for advertisements. Media buyers are expected to have contacts in a variety of media spaces and know which types of ads work in which channels. Besides, they are expected to be well-versed in the latest trends in the media and know which target audience is relevant for the campaign.

Account planning department

In almost every advertising agency, the Account Planning department is responsible for developing innovative solutions that create meaningful connections between consumers and brands. Using market and consumer data, Fortini-Campbell helps the creative team conceptualize the concept of the campaign. This brief is the basis for the development of the final advertisement. The account planning team oversees the creative conceptualization process by acting as a consumer’s conscience. These planning specialists are responsible for the creative development process, as well as testing the final product.


The main job of an Account Planner is to find meaning in complexity. Account Planning is complex in the sense that it is a messy process. The complexity that accounts planners face is both industrial and brain-based. In an industrial environment, a business person designs a process that is intuitive but hard to understand. The Account Planning department is inherently complex, but intentional complexity is often used to generate revenue and steal dumb money.