Communications agencies (MC, unit 3)

Historically split between
Creative development or Media planning/buying

1) Full service agencies - provide complete range of services (market research to production)
Manage all elements of promotional mix under one roof - great for CMC, easier to manage & control. Relationship must be built around quality, trust and understanding. Large multinationals tend to use to provide consistent approach to to their global activities.
Danger: All eggs in one basket Examples: BBH

2) Limited service agencies - specialise in particular elements of MC process
Shop around for best skills. e.g. BEcause (experiential)

3) A la carte agency - coordinates a range of specialist agencies
Gives choice and flexibility and solves problem of time and effort if directly managing.

SELECTION CRITERIA

• Skills
• Professionalism
• Creativity
• Scope
• Sustainability

Comms bodies produce 'The Guide' to agency selection, includes inviting up to 3 agencies to pitch.

MANAGING THE AGENCY RELATIONSHIP
Establish a communication line and day-to-day contact

THE AGENCY BRIEF (CPTPBCT)

• Current situation - history of brand, previous campaigns, reasons for new campaign
• Promotional objectives - e.g. raise awareness, increase sales
• Target markets - socio-economic & any psychographic
• Product/service - original research into perceived benefits
• Budget - carefully plan cost of media & cost of promotions
• Competitors - and their products
• Timescales - start date, running period, drip/burst

Messages must be succinct, effective, dynamic, exciting, meaningful and incite action