ART DIRECTION / In Advertising / Term 4, Week 1-2

We began this course learning the structure of an advertising agency, and art direction’s role in it.

At the top of the hierarchy is Regional Managing Director, and below it are the head/leader of the divisions in an advertising agency. A big advertising agency would have 4 divisions, each responsible for a single aspect of the workflow.

4 divisions are as follow:

  • Client Service- this division handles anything that has to do with the client. They figure out what the client wants, do market research and come up with a report on their clients & market trends. It is led by the Account Service Director, followed by Account Manager and Account Executive.
  • Management & Finance- as the name suggests, this division handles the financial aspect of creating an advertisement. They do the budgeting; this budget is adjusted to the need of the advertisement. The team consists of Office Manager (lead), Accounting & Finance and Human Resources.
  • Marketing- this division handles the media of the advertisement’s publication; they decide on what medium would the advertisement be best marketed with, as well as being responsible for planning and buying the media (for example: a billboard, newspaper ad space). They also do research on potential clients and new projects. The team is led by Marketing Director, working alongside with Media Planner-Buyer and Researcher.
  • Creative- the creative division handles the creative process of making the advertisement, and its role comes a lot later in the workflow. This division is responsible for putting the visualisation of the advertisement accordingly to the creative brief, which has been created through research and brainstorms done by the previous 3 divisions (plus the head of the creative group, Creative Director). The hierarchy of creative division is as follow:
    1. Creative Director – leader of the division. Participates in the research and conclusion of creative brief. Reviews work done by the following workers.
    2. Group Head – assistant to Creative Director.
    3. Traffic – delegates task to the members of the division.
    4. Art Director – assists Graphic Designer by doing the research and decides what approach is “best” for the creative brief.
    5. Graphic Designer – does the graphic and the design of the advertisement.
    6. Copywriter – works with Graphic Designer to come up with witty, influential taglines.
    7. Visualiser – helps draw the scene/image for the advertisement before actual photoshoot with hired talents.
    8. Production

Any workers outside of these (animation team, photographer) will be hired by the company according to the necessity of the advertisement’s production. The reason why they aren’t permanent member of the agency is that it is far more efficient for the agency to just hire one directly on the occasion; they can match the required style for the particular advertisement better.

There are several types of agencies, and the one described above is a standard full-service agency.

  • Full Service Agency- take care of all the processes in the workflow, from strategic planning, to media buying, creative communication, digital media, and the running of the campaign itself.
  • In House Agency – a creative team inside a company that helps create the advertisements. They handle promotions, launching, discount and events.
  • Branding Agency- an agency that focuses on developing & creating brand identity, as well as the brand’s visual identity.
  • Graphic House- creates below-the-line mediums such as posters, logos, branding, direct mail and brochure. They’re a lot more focused on the graphic aspect rather than conception of the project.
  • Digital Promotion- a new “agency” that sprung up to life thanks to technological advancement. It handles social media campaign, augmented reality, etc.


The role of advertising comes in the awareness (how well people know about the product or brand?), positioning (what the products stands for in the market- for example, Apple’s MacBook Pro line stands as the “laptop ideal for creative workers”), consideration (customer’s consideration in buying the product- does it suit their needs? What about the price?) and preference (preference to the particular brand, or the design of the product) in the process of consumer communication and purchase. The next steps, shopping and purchase, are the role of sales promotor located in the store itself.

These are considerations in establishing strategy:

  1. Customer attitude and buying behaviour – who buys the product, of what class and age group? Where do they buy it, online or directly at the store? When do they buy it?
  2. Brand strategy – creating brand awareness
  3. Competitor strategy – brands of the same type of product will not say the same thing with each other. They’d be advertising different aspect & strength of their product; their unique selling point.
  4. Advertising strategy
  5. Trade environment – the environment in which the product is being sold
  6. Other external factors – – seasonal trend, weather, cultural / religious events that’d influence sales

The purpose of research in the process of creating an advertisement is to help identify consumers, look for new ideas in products & services, improve what is offered in products & services, pinpoint the causes of possible problems. To monitor activities, study promotional tools and help communication development.


Create a campaign revolving around the topic sports. Come up with 3 ideas and pick one issue – preferably one that has a significant problem that the campaign would be able to solve.

Idea 1

-Discussing sports as simple, inexpensive activities that can be done by anyone of any age and profession, as opposed to what people think of sports that caused them to be lazy to do it. Office workers can take stairs instead of elevator to reach their office, housewives can hula-hoop while watching drama series, students can walk or take bicycle to school ((when possible)), or jog while walking their pets. The campaign will show the benefits of changing people’s lifestyle to fit in these simple activities.

Idea 2

-Breaking social stigma on gender stereotyped sports (kickboxing, ballet, figure-skating, martial arts) so that the society would be more accepting towards these particular sports, hopefully encouraging parents to let their children learn any sports that they’re interested in.

Idea 3

(Idea 3 will be written)



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