An Example of an Advertising Agency’s Meeting Agenda
by Ian Linton
Advertising agencies advise their clients on advertising strategy and develop campaigns to meet marketing objectives. The most common reasons for client meetings are to discuss requirements for upcoming campaigns, present campaign proposals or review campaign results. An account executive or account director leads the meeting for the agency, reporting to advertising or marketing executives on the client side. The agenda for a campaign proposal meeting is a good example of what to expect.
The account executive sets out the objectives for the campaign. She covers the marketing background of the campaign, covering opportunities and threats. She sets out the marketing objectives and indicates the role that advertising will play in achieving the objectives. She then presents measurable objectives for the advertising campaign, such as increasing awareness of the client’s product by 10 percent or persuading 6 percent of the target audience to respond to a promotional offer. The account executive also introduces any other members of the agency team present at the meeting.
A member of the agency team presents the research carried out to support campaign proposals. He describes the target audience for the campaign, providing profiles of typical customers and analyzing their buying habits and preferences. He describes market conditions, highlighting competitive activities and forecasting the market share that the campaign aims to achieve.
The account executive or a creative director presents the agency’s creative proposals. She shows visuals of the planned advertisements or storyboards to illustrate television commercials. She also provides a rationale for the creative treatment and explains why it will resonate with the target audience. To illustrate the creative treatment, she might also show examples of finished advertisements or commercials that use a similar approach.
A member of the agency team presents the media proposals for the campaign. He lists the publications or channels that the agency recommends and explains why they offer the widest coverage of the target audience at least cost. He also explains why the medium is suitable for the agency’s creative treatment. A television commercial, for example, may be more suitable if the agency needs to show the product in action. He provides a proposed media schedule that indicates when the ads will appear.
The account executive wraps up the meeting by going through the production details. She provides a campaign budget and a schedule that sets out key dates for approving advertisements and delivery of final ads to the media publishers. She concludes by asking if the client team has any questions or wishes to provide any initial feedback on the proposals. She then sets the date for a review meeting.
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