how the agency works b a process–manual developed & written by ed burgoyne How the Agency Works Ed Burgoyne Introduction “How the agency works,” is a reference manual that explains the basics of process within an advertising agency. This process manual is meant to be used as a general concept guide, since agencies will have different approaches to their own workflow. This book is several years old, and I am currently working on an updated version. In later editions, the process manual will include an expanded process guide that will include web and broadcast projects. © 2001, 2009 Edwin Burgoyne This version has been customized for a medium sized agency and is based on process systems and procedures previously developed by Ed Burgoyne. edwin burgoyne 345 goffle road ridgewood, nj 07450 v 201.444.1816 c 201.452.2416 [email protected] 3 How the Agency Works Ed Burgoyne Table of Contents Agency Workflow Path . .5 Basic Workflow Steps . .28 Agency Basic Concepts . .35 The Account Group . .43 The Production Group . .63 The Production Studio . .78 The Creative Group . .95 Addendum 1 - OPI . .100 4 b agency–workflow How work progresses through an agency in detail How the Agency Works Ed Burgoyne Client Brief The Agency The Brand Positioning Critical Path of a Project Analysis, Research and Positioning Research The following steps detail the typical workflow in an agency. This version of the critical path is for smaller agencys and assumes that the agency does not have a seperate strategy department, nor an art Creative Brief buyer, project management in this path is split between the junior account team and a production traffic department. Job Plan & Tactics The main path steps are: Client brief Start-Up Meeting Brand Positioning and Research The Creative Brief Begin Work Work Initiation Start Up Meeting Creative Concepting Revise Old Project Plan the Media Begin to Concept, Revise Audience Research, Refine if Necessary and/or Plan the Media Create the Creative Create the Creative Schedule the Media Produce Schedule the Media & Bill Produce Bill 6 How the Agency Works Ed Burgoyne Workflow - Step 1 - Starting the Process, the Creative Brief & the Status Report Element: • The account executive fills out a visors, the studio manager, the their projects, once daily, a The client briefs the account plan- job number request and requests a traffic director, media, art buyer. “WHAT’S HOT FOR TODAY” ner and the account management job number from the appropriate • Traffic will then begin it’s process. follow-up be e-mail the night team on the project(s) at hand. traffic or production coordinator. However, if necessary, the account before (or at least that morning) to all participants, including Actions: • Once the creative brief is executive should meet with the approved, a meeting with the creative team to review and begin supervisors, studio, production, The Client, creative, production, traffic and their part in the process. art buyer (if applicable) and traffic • The client is responsible for pro- director from the appropriate media team should take place • See side bar information on, viding the agency with a market- traffic person. Daily status depending on the scope of the “filling out a status report.” ing brief, an RFP, and/or as little project. reports help the other department or as much information about a Traffic and/or Production, managers and individuals in • The account executive updates project that they choose to give. • Traffic issues a job number. managing their workload for their weekly client status report. It is up to the Account Team to each client. The agency has weekly meetings • Traffic creates the master “job ask the client the right questions, to review these status reports. bag” that is used to hold the to form the creative brief and to Mandatory participants can be creative or production history get the agency the information traffic, production and account hard copies for the entire length they need to get the project executives. The creative team is of the job. completed, on time, on budget encouraged to either be present • Internal work now begins (if and on strategy. or be on call if questions arise. creative costs are on a fee basis) The Account Executive, • At the completion of the meeting, but no out-of-pocket costs should • The account planner & account the account executives will revise be incurred prior to an estimate executive creates a creative brief the report according to any com- generated and client approval. distilled from client information, ments made at the meeting and • Although traffic should have daily prior background notes, focus E-mail or send interoffice copies conversations and follow-up with groups and research. to all participants and their super- departments that are involved in 7 How the Agency Works Ed Burgoyne Critical Path - Workflow - Step 1 - Starting the Process, Step 1 - The Status Report and Organizing the Creative Brief & Status Report Client Project Information Client Element: 8. Responsibility of team, Briefs Agency Keep your client information team assignments up-to-date with status reports 9. Status of estimate: Account Executive To be developed, Writes creative brief and your reference books. ief In development, Re Actions: vise br vise br With Client or Client Re Agency Staff Reviews creative brief The Account Group, approved, Completed, ief • Review and construct a detailed To be billed, Estimate, etc. Client Job Plan by utilizing the agency Reviews creative brief backgrounder/start up • Organize and keep reference questionnaire. books for the following items: Traffic / Production Account Executive Account Executive - Client Estimates Open job number / Creates Schedule Creative brief approved Updates Status Report(s) • With the traffic coordinator, - Media Schedules, Plans & maintain the client status report. Insertion Orders Internal Start Up Meeting Keep a detail record of what your - Examples of each piece of Traffic or AE Gathers: account is doing, by creating and creative in hard copy format. distributing a client status report. Media Use the below fields for creating Copywriter Art Director Traffic Production Begin Planning Stage If Necessary your report: 1. Project Name 2. Job # 3. Insertion date, due dates or end date 4. Ad sizes/colors 5. Components/elements/quantity 6. Status—last task completed 7. Next steps for that week 8 How the Agency Works Ed Burgoyne Workflow - Step 2 - Schedules, Estimates & Due Dates; Creating a Plan of Action Element: formal estimate is then circulated • Traffic gets all internal Create a client estimate for final signoff. department approvals. and internal schedule. • The approved formal estimate is then presented to the client for Actions: approval. The Account Executive, • Traffic (and/or production) • Account executive briefs traffic prepares the schedule taking into and production of a desired cre- consideration the needs of cre- ative due date(s), insertion ative production and client needs. date(s), print delivery date(s) or • The schedule is then distributed start-to-mail date(s). A pre-pro The Schedule: 5. If the client, themselves miss any to the AE to present to the client. milestone dates, the account execs (pre production) meeting will 1. Schedule(s) should never be pre- Once the client has approved the sented to the client without prior will be alerted to possible sched- take place to review the work. estimate and schedule, work will approvals from all departments ule changes. Account execs will need to alert the client that the • The AE is responsible for getting then begin. involved. end date will be jeopardized. client approval of the estimates • Traffic will then distribute the 2. Schedule(s) should be generated 6. It is the account exec’s responsi- and schedules. schedules internally. only by the production/traffic dept. bility to explain to the client that Traffic and/or Production, • Each step of the job is to be requesting changes at scheduled, including time for 3. Since the schedule(s) are some- specific stages of the job can • Production will generate an esti- times developed before concept client to make internal reviews impact the final end date. mate, using the agency template development, it is very important and obtain legal approval. All of 7. Traffic will alert all participants if based on information provided by to keep in mind that the schedule the client’s responsibilities should may need to be revised as the they are needed to stay late or the AE on the Job Plan.The esti- come in early for reviewing mate- be bolded on the schedule. Keep project unfolds. mate is then routed for internal rial. If that person is not avail- in mind that the client will most 4. If traffic is missing pertinent able, they must arrange coverage review. likely review any schedules for information, it will delay the and inform traffic, so as not to development of the schedule(s). • Upon initial approval, the esti- approval. He/she could use the hold up the routing process. mate is then entered into the internal schedule or a condensed accounting package. The final milestone version. 9 How the Agency Works Ed Burgoyne Workflow - Step 3 - Beginning New Creative Work; the Job Order & Approved Media Schedule Form Element: Traffic • Traffic will gather all vital infor- should review and approve all Client approves estimate, • Traffic is responsible for tracking mation and hard copies needed sizes. The flow chart should route and pre-approves media buys. all work internally, making sure for work to begin. This informa- with the job. A combined media tion will be tracked and placed and print spec form can be Actions: deadlines are met within in each department (creative or produc- within a “job bag or jacket.” Each created and used. The Account Executive, tion) in order to accommodate round of changes will be tracked • Inconjunction with the media • Responsible for client approval the master schedule.