HOW ADVERTISING AGENCIES OPERATE

The paper analisys the workflow in an agency, how an agency is structured and the main types of agencies, underlining the needed qualities for an agency and the main features of the top area companies. The activity of an agency is not as linear as one may initially expect. Projects typically do not start in one department, then get handed off to the next, and so forth. The process is much more collaborative with multiple agency departments involved at key points along the way. This may seem a bit chaotic at times, but the process encourages input from diverse points of view, stimulates healthy debate and allows strong ideas to emerge regardless of the source. Ultimately, the process leads to the best possible creative.