Top Advertising Agency Demands


Top Advertising Agency Demands

Businesses hire advertising agencies to present their products or services to their target market. As the main goal of advertising is to attract the customers’ attention, it is important to convey the message in a way that is most noticeable to the public.

Before anything else, it is important to establish the connection between the agency and its client. The agency must have a deep understanding of the company’s objectives in order to make a successful campaign. In fact, a survey conducted by an ad firm revealed that clients prefer ad agencies that resonate with their goals:

Client Needs Poll After gaining a full insight on the client’s business, the advertising agency is expected to craft a compelling content. The sales pitch must be creative enough to capture the interest of the prospective customers. It is also crucial that the agency knows how to elevate this into powerful messages that stand out. In this world full of advertising clutter, the real challenge lies in the copy that truly captivates its audience.

Speed is another demand in the day-to-day activities of an advertising agency. Nowadays, ideas can be easily stolen; and inspirations can be duplicated in a lightning pace. This is why the advertising team must work quickly to avoid being overtaken by the competition.

An advertising campaign should be funded appropriately to ensure a smooth flow of execution. The agency’s ability to work within the client’s budget is essential in completing the tasks involved.

While working through an advertising campaign, clients also expect constant communication from the agency. This way, trust will be built, preventing misunderstandings and confusion along the way. Usually, this role is handed over to the account manager or the account executive. He/she should be able to assist and inform the client about the various stages of the advertising campaign, where the money goes through, and solve the problems which may be encountered during the entire process.[1]

In an advertising agency, the team should develop strategies on how to get the client’s message across the market faster. Whether it’s introducing a new product or re-launching something that the public is already familiar with, the agency must plan on marketing it effectively. There should always be a backup method in case the first attempt fails to create buzz.

Moreover, part of these strategies should include the right timing and frequency of the ads. The advertising team must know how to distribute the ads at ideal times, and when to repeat them. There is this principle in the marketing industry which is known as the Rule of 27. Such rule suggests that a certain advertisement, when exposed to a person twenty seven times, is more likely to be remembered than the rest of the ads viewed along with it.[2] However, agencies must be aware that this method works better when used sparingly, at various times and media, so as not to annoy the target costumers.

Another great demand for advertising agencies nowadays is their ability to innovate. They must ensure business continuity, which is all about retaining customers. By continuously presenting new ways to promote the client’s business, the customers are kept interested and engaged. Innovation also helps attract new prospects to switch brands, thus increasing the sales of the company. [3]

Of course, the agency must also keep up with the trends. The fast changing technology is revolutionizing the way people respond to advertising. There are times when traditional methods are no longer enough, which is why advertising agencies must be able to train their team to meet the digital demands of the industry.[4]

All of those demands mentioned above should equate to the effectiveness of the ad campaign. No matter how big or small the budget may be, or how meticulously planned the project may be, if the advertisement is not effective, all the efforts will be wasted. This is why clients, especially small businesses, must consider using time-tested advertising methods. One great example is car magnets, which provide the right frequency, cost-efficiency, and limitless exposure to the target customers. When integrated into a good advertising plan, the use of car magnets will complement an effective marketing strategy; hence, fulfilling the rigid job demands of the advertising agency.

[1] http://www.communicationscouncil.org.au/public/content/ViewCategory.aspx?id=691 [2] https://www.americanexpress.com/us/small-business/openforum/articles/the-most-important-rule-in-marketing/ [3] http://www.managementstudyguide.com/objectives-importance-of-advertising.htm [4] http://www.fuelingnewbusiness.com/2012/07/10/what-is-your-agency-doing-to-meet-the-escalating-demands-for-digital/ [5] http://www.marketingprofs.com/charts/2014/25475/what-clients-want-from-marketing-agencies