Brand Communication Partners:

The Client – Clients’ demands of an agency

© 2009 Diederich Bakker - University of Canberra

 Last Lecture

• IMC
• The IMC Planning Model
 Participants in the IMC Process

Advertiser (Client)

Advertising agency

Media organizations Direct- Sales

response promotion
Marketing agencies agencies
communications
specialist
organizations Public
Interactive
relations
agencies
Collateral services firms
 Advertising Department Under
Centralized System

President

Research
and Human
Production Finance Marketing
develop- resources
ment

Marketing Product
Advertising Sales
research planning
 Pros & Cons of Centralization
+ Positive - Negative
Better Less goal
communications involvement

Fewer The
personnel Centralized Longer
System response time
Continuity
of staff
Can’t do
multiple product
More top lines
management
involvement
 Decentralized Brand Management System
Corporate

Research Human
Production Finance Marketing and
resources
development

Sales Product Marketing

management services

Brand Brand
manager manager Advertising Marketing
department research
Ad agency Ad agency

Sales Package
promotion design

Merchandising
 Pros & Cons of Decentralization

+ Positive - Negative

Ineffective
Concentrated
decision making
attention

Rapid problem The Internal conflicts

response Decentralized
System
Misallocation of
Increased funds
flexibility

Lack of
Authority
Gillette focuses on Benefits
 Pros & Cons of In-House Agencies

+ Positive - Negative

Cost Less
savings experience

The Less
More
control In-house objectivity
Agency

Better Less
coordination flexibility
Benetton’s In-House Agency Works With
Outside Agencies to Develop Ads
BrandCom Insight: Benetton’s controversial
brand campaign in the 80’s and 90’s
 Clients need Ad Agencies

• Communication strategy
– Strategic planning
• Implementation
– Brand promotion (above the line, below the line)
– Media planning
– Media buying
• Selecting the right agency
– The people
– Size of the agency in relation to own budget
– Location
– Experience
– Honesty
 The Client’s Role

• Planning and Budgeting

• Administration and Execution
• Coordination with other departments
• Coordination with outside service
 Client–Agency Relationship

Client

General Manager

Media Creative Account Account

Production
Planning/buying Services Planning Management

Traffic
 Briefing an Agency
• Strategic and corporate objectives
• Marketing objectives
• The task
• The corporate/brand positioning
• The communication objective
• The market
• The target market, market needs
• Customer requirements, buying motives, changes in
demand
• Establish the brand key facts
• Examine the primary marketing problem
• Pricing
• Distribution channels
• Pre- and post-sales services
• Mandatory requirements