Common Roles at an Ad Agency

Overview

• Understanding various roles in advertising agencies
• Disclaimer: Roles may vary by agency size and needs

Creative Department

Copywriter

• Role: Voice of the brand; establishes tone and messaging
• Responsibilities:
  • Write commercials, billboards, taglines, website copy
  • Collaborate with art director for campaign concepts
• Qualities for Success:
  • Creativity, storytelling ability, adaptability, love for writing

Art Director

• Role: Visual side of branding; partners with copywriter
• Responsibilities:
  • Establish look and feel, design layouts, color schemes
  • Curate visual references, oversee photo shoots and video production
• Qualities for Success:
  • Creativity, problem-solving skills, artistic vision
  • Helpful to have design skills, especially in smaller agencies

Graphic Designer

• Role: Focuses on visual execution based on concepts
• Responsibilities:
  • Work on logos, typography, website design, package design, animation, illustrations
• Qualities for Success:
  • Strong conceptual thinking; may specialize in specific design areas

Strategy Department

Strategists/Planners

• Role: Provides context for creative work
• Responsibilities:
  • Conduct research, analyze consumer behavior and trends
  • Prepare briefs for creatives based on findings
• Qualities for Success:
  • Curiosity, intuition, creativity, excellent pattern recognition

Account Service

Account Managers

• Role: Liaison between agency and client
• Responsibilities:
  • Handle communication, manage relationships, update clients
  • Discuss timelines and budgets
• Qualities for Success:
  • People skills, detail-oriented, organized, good negotiator

Project Management

Project Managers

• Role: Oversees project timelines and schedules
• Responsibilities:
  • Coordinate between departments, ensure projects move forward
  • Quality control, check against budget and requirements
• Qualities for Success:
  • Extremely organized, calm under pressure, adaptable

Media Team

Media Planners/Buyers/Analysts

• Role: Determine ad placement for campaigns
• Responsibilities:
  • Create media plans, purchase ad placements, track performance
• Qualities for Success:
  • Organized, analytical, creative, strong with numbers

Producer

• Role: Facilitates production of creative work
• Responsibilities:
  • Coordinate film crews, scout locations, cast talent
  • Negotiate rights, oversee editing processes
• Qualities for Success:
  • Patience, organizational skills, travel flexibility, good mediation skills

Conclusion

• These roles are just a starting point; many more exist in the agency world
• Encourages questions about roles not covered in the lecture
• Offers assistance for further clarification or interest in specific roles