Wednesday, December 11, 2019

What it really is like inside an Advertising Agency

What's it really like inside an Advertising Agency?  Well...drinking for starters.  That was my first impression at my first Agency when 10 minutes into my interview, the VP asked if I wanted a drink.  And he wasn't offering water!

The truth about what goes on inside an Advertising Agency is somewhat more mundane.  It's a business first:  It produces advertising at a cost (communication marketing 'stuff') and sells at a markup with enough profit to keep the shareholders happy.  On the surface it looks glamorous.  Until you're 3 days into a location shoot with costs spiraling and the client is freaking out. 

Back in the day 'The Agency' was the keeper of the Strategy.  We asked the questions, analyzed the data from both quantitative and qualitative research, came up with brand positioning and developed marketing, communication and advertising plans.  And of course the advertising.  Even within the world of 'Digital', not much has changed.  Maybe the players have but the song remains the same...

Until next time...
Chris Morales
Chris Morales, Toronto, Marketing

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