All advertising agencies will have their own processes that they follow, which suit the business; however, there is one basic workflow that all agencies follow.
The client will approach the advertising agency with a specific need. He or she will either have a brief that it already conceptualised that merely needs to be sent to the creative teams to be actioned. In other cases, the creative director and the account executive will sit down with the client to flesh out his or her needs and to translate these into creative outputs. For example, during this process, it will be decided on what the look and feel the client wants as well as the copy which needs to be generated.
Design and writing
During this phase, the designers and copywriters will execute the parts of the brief that are assigned to them. In bigger teams, designers will bounce concepts and ideas off each other as will members of the copywriting team. This is so that they can get input into what they are creating and so make enhancements to deliver the best possible outcome.
Before the creatives are presented to the client, there will be an internal review of the work that has been produced. Members of the team who were not involved in the creation the initial drafts will be called in to give their input into what has been produced. If necessary, the team who did the first draft will make further amendments before the client is presented to.
The people who have the final say, in this stage, vary. It could be the account executive who’s taking care of the particular account or – in the smaller agencies – it could even be the head of the business. However, what’s critical here is for people who haven’t been involved in the initial drafting stages to be involved so that they provide a fresh perspective to the work.