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The structure of an advertising agency depends on factors such as size and accounts. The CEO manages operations and finances, while account managers, creatives, media buyers, and production management work together to create successful campaigns. Support staff assist in each department.
The organizational structure of an advertising agency depends on various factors, such as the size of the business, the number of people employed by the business, and the amount and value of accounts acquired by the business. For most stores, the president and chief executive officer (CEO) are at the top level. After the president, departments operate on a lateral pattern of equal importance, as all departments are interdependent on each other. These departments are separated by four to five different aspects of the advertising business, including creative departments and account managers.
The president or chief executive officer is usually found at the top level of the organizational structure. He is responsible for managing the day-to-day operations of the agency and allocating finances. Additionally, this individual assists with account management, marketing, and advertising strategies.
Below the CEO are the account managers, creative department, media buyers, and traffic or production management. Account Managers are responsible for bringing new business to the agency. Once the account is established, the account manager and the client agree on marketing and advertising goals. Account managers set a budget and deadline for project completion.
Copywriter and art director are in the creative department and both work closely together to develop compelling and memorable advertising campaigns. They take direction from account managers to meet customer needs. The creative team is responsible for presenting a number of ideas for the account managers to choose from. Together with the account managers, they establish a production budget for proposed advertising ideas and are present for client presentations.
One of the most important departments of an advertising agency is the media buyers and production management team. Media buyers secure the best rates for ad placement in print, media or online and determine the success of the advertisements. The Production Management team is responsible for ensuring that all departments meet the budget guidelines set by the client and account managers. They ensure each unit meets deadlines and verify the accuracy of the finished ads. Additionally, the Production Management team is responsible for all administrative functions within the office.
There is a third level in the organizational structure of an advertising agency made up of support staff, who are responsible for assisting one of the key people in other departments. Each department has its own specialized support staff to perform certain tasks and assist in delivering successful advertising campaigns.
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