Consider that you've just landed a new client and are excited to start their project. But as you look over the paperwork, a cold chill runs down your spine as you realize that, while this project will pay your bills for the next few months, you have no idea how to deliver what the client wants. You can’t even picture what the end deliverable will look like. What you’re experiencing is a lack of process. This is a common scenario for marketing agencies, especially when taking on a new project that doesn’t align with their established services.
Advertising Agency Process In the world of marketing agency operations, the advertising agency process refers to how an agency approaches different client projects. A well-defined process helps agencies execute project deliveries more efficiently, which benefits both the agency and the client. For instance, a straightforward process can help the agency ramp up more quickly on a new project and create a roadmap to follow. This helps avoid disruptions and keeps the project on schedule.
In this guide, we’ll highlight the advertising agency process and explain how it can help you manage your projects better and achieve your goals. In the opening paragraph, introduce Orchestra's solution and grow your productized service as a valuable tool to help readers achieve their objectives, such as efficiently creating and developing their productized service. Avoid technical jargon and focus on the benefits of their goals. Ensure the second paragraph naturally segues from the last sentence of the previous section.
What Do Advertising Agencies Do
1. Ad Campaigns: The Building Blocks of Advertising Agencies
Advertising campaigns are linked ads that focus on conveying a single brand message. Creative directors and their teams of art directors and copywriters produce campaigns to meet specific client business or awareness goals, often generating sales leads and conversions. To create the campaign, an agency works on a strategy that is usually a product of client input, market research, and creative brainstorming. Running an extensive campaign across many advertising media platforms is common. An example is the Nike ad campaigns built around the slogan “Just Do It,” originally conceived by the Wieden + Kennedy ad agency in 1987. Agency founder Dan Wieden found inspiration for the line in the unlikely source of convicted killer Gary Gilmore, who said, “Let’s do it!” just before his execution by a firing squad in 1977.
In the hands of the agency's creative team, the “Just do it” tagline became an inspirational rallying cry for amateur and professional athletes around the world. It has been used as the centerpiece of commercials, billboards, posters, print ads, merchandise, event signage, and other sundry parts of ad campaigns that helped turn Nike into one of the world’s major sporting goods brands. And its rallying cry is still heard today.
2. Social Media Management: Reaching Audiences Where They Spend Their Time
As social media consumption increases, so does the importance of marketing to audiences through their chosen platforms, including Facebook, Twitter, Instagram, Pinterest, YouTube, Snapchat, TikTok, LinkedIn, and others. Online marketing could include display or pay-per-click (PPC) ads, social media ads, influencers, targeted content, and more. Social media management is often part of a larger digital marketing strategy, including Mobile apps, blog website content, Email campaigns, SEO (search engine optimization), and inbound/outbound marketing campaigns.
3. Content Creation: Soft Sells to Attract Customers
As consumers become more resistant to straight-out advertising messages, they often need to be wooed by soft sales like those delivered through targeted content found in blogs, site content, social media posts, and much more. This is also considered content marketing. Advertising firms and content agencies, often working hand in hand with SEO professionals, will create content, like landing pages on your site, according to different stages of the sales or marketing funnel: hooking interest and winning trust at first and then converting to paid customers later.
4. Graphic Design: Creating Visuals That Capture Attention
Graphic design is an essential service offered by advertising agencies or provided by design partners or suppliers. It is the practical art of creating visual concepts by computer or hand intended to communicate ideas that inspire, inform, and captivate consumers. Graphic design can be seen in everything from company logos to display ads and publication designs to websites that are pleasing to the eye, easy to navigate, and function well. The importance of design goes beyond graphics to cover online user experience, 3D and product design, software design, game design, and more.
5. Strategic Planning: Laying the Groundwork for Successful Ad Campaigns
An advertising strategy provides an overview of and broad direction for a campaign, setting measurable objectives to ensure everything stays on track during execution. It outlines an ad project's goals, how you will achieve them, who will do the work, and what metrics determine success. Because strategic planners must pay close attention to the target audience, they’re often considered the “voice of the consumer” by the ad agency team. The duties of a strategic planner include liaising with other departments, aligning advertising and business goals, creating campaign calendars, and allotting budgets.
6. TV/Web/Radio Commercials: Telling Stories Across Mediums
Traditionally, broadcast commercials for TV and radio had a much more prominent place in the hearts of advertising agencies because their budgets and the attention received were much more significant than traditional print vehicles. With ubiquitous high-speed internet connections, videos are increasingly crucial online marketing vehicles, often gaining more interest than simple picture-and-text posts.
An agency must often differentiate its approach between traditional broadcast and online commercials. With network TV, for example, viewers expect to see commercials and receive direct advertising messages. However, people go to sites for specific purposes and expect any videos they watch to give them the information they need or answer a question they have. Online advertising usually costs less than traditional broadcast ads and offers the potential to reach a wider audience, but it must contend with a very competitive landscape.
Try Orchestra for Free to Grow Your Productized Service Today
Launch your productized service effortlessly with Orchestra's all-in-one growth toolkit. Designed for creatives ready to scale, Orchestra provides a branded, white-labeled client portal, task management, and real-time analytics, with no coding needed, just your Stripe account.
Whether you’re a designer, developer, or copywriter, Orchestra streamlines your workflow, letting you collaborate with clients seamlessly while maintaining a private workspace with your team. Add integrations like Slack and webhooks to customize your setup and deliver a branded experience. Enhance your service with a platform built to grow alongside you. Try Orchestra for free and expand your productized service today!
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Important Advertising Agency Processes
1. Strengthening Bonds With Client Relationship Management
Client relationship management (CRM) comprises agencies' tactics and approaches to manage communications with current and prospective clients. To attract new clients, essential process steps include personalized outreach, targeted marketing efforts, and client pitching. Another key factor is cultivating your brand image by engaging industry professionals and focusing on positive client interactions. About 70 agencies are either only locally known or at least somewhat known in the global market.
Roughly 16.5% of agencies said they don’t invest in branding efforts and rely on word of mouth.
The remaining agencies have a tremendous international reputation. Ensuring good relationships with existing clients isn’t essential just for positive word of mouth. According to Promethean Research, digital agencies that use retainers (80% do) tend to have more stable growth rates regardless of the overall economic circumstances. For repeat business, it’s crucial to maintain transparent communication about project progress and financials.
2. Efficient Project Management and Execution
When executing a project, there are several essential steps to follow. First, initiate and plan the project. Next, clearly define milestones. Then, assign tasks across resources. Once the project is underway, visualize and manage progress while keeping clients updated on developments.
There are various ways to organize your projects and tasks. Nowadays, Agile methodologies are most commonly used, especially for dynamic projects and cross-team collaboration.
However, there are others, such as Waterfall, a traditional and sequential approach, and Scrum and Kanban, two popular subsets of agile. Another essential aspect of project management is resource planning, which ensures tasks are appropriately delegated, and resources are used efficiently. It usually includes creating a comprehensive plan for resource allocation across the project timeline, with time off days and working hours by days.
3. Attracting, Developing, and Retaining Top Talent
Regarding talent management, agency operations professionals must consider three key points: attracting the right talent, keeping your workforce competitive, and retaining your current employees. Strategies for attracting the right profile of employees are usually related to what your business is offering. If you ensure you’re providing competitive compensation and benefits, you’ll be well-positioned to get high-quality talent. Another essential thing is outreach: invest in various digital or in-person promotional opportunities to reach industry talent.
Initiatives to develop your talent are critical for succession planning or ensuring that key positions within the organization can be filled with skilled employees as current leaders retire or move on. A capacity-building plan is also crucial for employee engagement, as it offers a clear path for growth and advancement, contributing to higher retention rates and organizational resilience.
According to a report by the Work Institute, some of the most frequent factors of voluntary turnover include lack of growth opportunities, poor work-life balance, bad workplace communication, and limited training and resources. By addressing these issues, companies can create a more satisfying environment that encourages employees to stay and grow with the entire team.
4. Mastering Financial Planning and Management
Finally, financial management and planning for agencies involves a variety of processes, such as:
Effective Project Budgeting
Estimating the financial resources required and managing costs to keep projects on budget.
Revenue Recognition
Identifying and recording project income according to accounting principles (learn more about revenue operations).
Client Invoicing
Ensuring a stable cash flow by issuing invoices and receiving timely payments.
Cost and expense control
Monitoring and managing various agency expenditures while optimizing resource allocation.
Financial forecasting
Predicting financial performance based on historical data and market trends to support strategic planning.
The key metrics for any agency are as follows: How busy are the people? How are we doing with bringing in new work? How are we budgeting that work? How are we forecasting further down the road for new work? From a delivery point of view, our job is to keep people busy, and that’s by getting new work in and seeing it successfully delivered.
5. Overview of Specialized Agency Processes
Advertising and Branding Strategies
Understanding the target audience is essential for the success of advertising and branding agencies. Creativity and consistent messaging follow close behind. This helps brand and advertising agencies drive engagement and conversion and align their creative process with audience value and expectations.
Creative and Design Workflow Optimization
In creative agencies, workflow optimization usually includes streamlining manual processes to ensure teams can focus on their creativity. Another essential part of innovative content creation is efficient teamwork, client feedback loops, and version control.
Digital Marketing and Strategy
Digital marketing agency workflows include processes such as creating strategic plans for digital advertising, running social media campaigns, creating engaging content, and SEO. The right analytics tools to manage performance metrics and drive best practices are the key to meeting client expectations.
Public Relations and Communications
Effective PR strategies require in-depth knowledge of the media landscape, the ability to anticipate public reaction, and the agility to respond to evolving situations. Building and maintaining strong relationships with journalists, influencers, and stakeholders provides the basis for successful PR processes.
Try Orchestra for Free to Grow Your Productized Service Today
Launch your productized service effortlessly with Orchestra's all-in-one growth toolkit. Designed for creatives ready to scale, Orchestra provides a branded, white-labeled client portal, task management, and real-time analytics, with no coding needed, just your Stripe account.
Whether you’re a designer, developer, or copywriter, Orchestra streamlines your workflow, letting you collaborate with clients seamlessly while maintaining a private workspace with your team. Add integrations like Slack and webhooks to customize your setup and deliver a branded experience. Enhance your service with a platform built to grow alongside you. Try Orchestra for free and expand your productized service today!
How to Improve Advertising Agency Processes In 16 Simple Steps
1. Use Orchestra: Level Up Your Service Delivery
Launching your productized service doesn’t have to be challenging. With Orchestra’s all-in-one growth toolkit, you can get started effortlessly. Designed for creatives ready to scale, Orchestra provides a branded, white-labeled client portal, task management, and real-time analytics, with no coding needed—just your Stripe account.
Whether you’re a designer, developer, or copywriter, Orchestra streamlines your workflow, letting you collaborate with clients seamlessly while maintaining a private workspace with your team. Add integrations like Slack and webhooks to customize your setup and deliver a branded experience. Enhance your service with a platform built to grow alongside you. Try Orchestra for free to develop your productized service today.
2. Set the Business Goals: Get the Team on the Same Page
Everything starts with the business goals. Your agency needs to be clear on the budgets they have to work with and what you define as success from the campaign. Sometimes, that is upper funnel targets, like growing your brand awareness metrics. But more often than not, it is lower funnel targets, like hitting a desired revenue level and matching return on ad spend (ROAS) or the cost of acquiring a customer (CAC). It is tough to manage everything simultaneously, so set a particular goal to shoot for. For example, a ROAS in the 5x-10x range or a CAC should not exceed 33% of your average order value (AOV).
3. Establish a Scalable Agency Structure
I understood the value of having sound systems to communicate and track work, even when we were just three people. After that, my first full-time hire was a project manager, who helped keep track of all our clients and manage tasks. Yanira M. Castro, CEO of Humanity Communications: Think about where you’re at and where you see your agency heading. As you hire more resources, ensure that your agency structure, systems, and processes allow for growth without severely disrupting organizational hierarchy.
For example, your digital agency may have just two specialists specializing in search engine optimization. As you begin signing new clients and taking on more complex projects, you may need an agency liaison (such as an account manager) to oversee project management. Adapting to a pod agency model may be your best bet.
4. Set the Target Customers
Every business is different. If you are a B2B company, you typically target companies that would be logical buyers of your products—or, more likely, specific employee roles within those businesses. For example, suppose you are selling social media marketing software. In that case, you may reach out to a Chief Marketing Officer or a Director of Social Media at those target companies and understand that not all companies are created equal. You may be targeting employees at big enterprise-scale Fortune 500 companies or going after employees of small and medium-sized businesses that can better afford your products.
So, lock down your target company size and the target roles of employees inside those companies, understanding you may have more than one target persona to go after. If you are a B2C company, you are most likely going after a particular customer demographic that would be most interested in your products. Is that men or women? Is it high-income, well-educated people, or more mass market? Are they aged 21-34 or 55 plus? Does geography matter?
If so, add your target states or cities of residence. It would be better to layer personal information from various psychographic data sources. For example, is your customer more of a “fitness fanatic” or an “arts and crafter” to enable media targeting at that “interest” level? The better you understand your current customer base, the easier it will be to identify the correct look-alike targets to go after. Again, there may be more than one persona here.
5. Update Your Pricing Structure
Knowing how to charge your clients may not always be the most straightforward task, but it’s essential. To decide on an appropriate agency pricing strategy, Consider Whether your agency focuses on short-term or long-term client projects (or a combination). How long would these types of projects take? Should my agency consider any contractual clauses (e.g., 50% downpayment)? How do my competitors typically price their services? Are there any opportunities for pricing add-ons or upselling clients? Should my agency charge for client reports?
6. Set the Media Mix
Mastering your marketing funnel and media mix is a more in-depth conversation I have written about. But, at the highest level of understanding, your marketing funnel has three parts: (i) upper funnel, driving awareness of your brand; (ii) middle funnel, driving consideration for your products; and (iii) lower funnel, driving transactions and revenues for your business. There are different media tactics for each stage of the funnel. For example, consider television media for the upper funnel, social media for the middle funnel, and search engine marketing for the lower funnel.
That’s why understanding your goals is so important, so we use the right media to help you hit those goals. So, at this stage, you are deciding how much of your budget to put into each funnel stage (e.g., 20% upper, 30% middle, and 50% lower funnel), which tactics for each funnel stage (e.g., social media for middle funnel), and which specific publishers for each tactic (e.g., spend the social media budget evenly between Facebook, Pinterest, and Twitter).
7. Ensure Real-Time Collaboration
Bringing your team to one place to collaborate on various tasks is essential. Instead of using emails and feedback as an option for conversation, try using a collaborative platform where they can update each other on every task.
8. Create Replicable Documents and Procedures
Our onboarding was so messy that we knew we needed better processes. Now, when a client onboards, it's all automated, and each client has a smooth experience. And getting sales was always just a matter of chance. Now, we have a strategic and focused sales process that gives us a steady stream of leads. Joaby Parker, President of Cover3 Creative. Consider your agency’s brand reputation begins prospering, and suddenly, you've onboarded ten new clients in one day! It’s excellent news, but it won’t mean much if you try to do everything from scratch and fumble during onboarding.
To avoid unnecessary hassle, create documents and procedures that can be easily customized and sent out when needed. From professional SEO proposals using a pre-built proposal template to client contracts to onboarding checklists and dashboard templates, automated processes save your agency time in the long run. The proper management system is a game-changer!
9. Set the Analytics and Reporting
The best advertising agencies these days are as many technology and analytics businesses as creative and branding businesses. They will ensure your website and campaigns are set up so that most clicks, contacts, and transactions can be traced back to their originating source, including assigning cross-channel marketing attribution metrics. They will build dashboards enabling you to quickly see which marketing efforts are working towards hitting your desired goals and which are not.
So then, they can easily “dial-up” or “dial down” any winning or losing tactics within the campaign. The key business goals must be measured in these reports by funnel stage, channel, publisher, campaign, creative, etc. Ensure you get these summary reports sent weekly to track their progress and make changes quickly before you waste a lot of money on a “losing” campaign. Ensure you use the right metrics at each funnel stage (e.g., CPV upper funnel, CPL middle funnel, and CPA lower funnel).
10. Invest in Infrastructure
When scaling their agency, Yanira M. Castro, CEO of Humanity Communications, found that the most important thing was to build out the infrastructure. It also makes sense because workflow automation is non-negotiable for scaling agencies. As your roster grows, you need proper systems to ensure your agency can keep up with numerous marketing efforts and evolving demands. I understood the value of having sound systems to communicate and track work, even when we were just three people.
Infrastructure building helped us grow because there wasn't wasted time searching for something stuck in one person's email inbox. It also allowed us to become more responsive to clients, which leads to better quality work. Yanira M. Castro, CEO of Humanity Communications, says your client wants to run several large-scale marketing efforts in conjunction (e.g., a Facebook Ads campaign alongside a Mailchimp drip campaign).
Relying on unscalable processes (such as tracking metrics through a manual spreadsheet) will only work for so long. Not only is there an increased likelihood of copy-and-paste errors, but there’s also an unnecessary waste of billable hours on tedious work. Having the right marketing agency software at your disposal makes life much easier.
11. Set the Communications Frequency
Your communications with your agency depend on the size of your budget and how often things are changing. You could get away with monthly meetings if the budget is relatively small and the campaign is primarily optimized and static regarding changes. If it is a large budget, the campaign is still being set up, and lots of testing and changes are being made, you will likely need weekly meetings with your agency. However, meetings will be required for communication both ways. You will want to ensure the campaign is achieving my goals, and your agency may need guidance from you for anything they are not clear on or if there is a “fork in the road” that needs your input.
12. Hire the Right People
There’s power in diversity and hiring resources with various skill sets. This will bring new perspectives to your agency and ensure proper resource management while scaling. We ensure that we have the right mix of people and support their individual needs, all while staying focused on the company as a whole. When building a company, you don't want to hire all the same people. Just like in a recipe, you need different ingredients to make a dish shine.
Yanira M. Castro, CEO of Humanity Communications, said that a part of hiring the right people is trusting them to do their jobs. As CEO of SEOMCR, Simon Thompson, says, “I hire good people with specialist skills that can–annoyingly–do every job better than me.” After all, you have an agency to run and can only stretch yourself thin by focusing on some things.
It may be challenging to pass essential responsibilities on to someone else, but it is the only way an agency can continue to scale. The solution? Focus on hiring resources with the appropriate skill sets and trust them to do the job. That way, you won’t have to worry about micromanaging competent employees or excessive workflow management, which gives you more time to focus on agency operations.
13. Invest in Employee Development
Scaling your agency means putting measures in place for your employees’ development. As your workforce grows, your staff must be able to manage their workloads at a steady and realistic pace. Here are a few practical steps to ensure your staff is well-equipped to reach their full potential. Identify and Nurture Employee Strengths Your employees are valuable assets with particularities and interests. By understanding their strengths and taking the time to cultivate them, you encourage your employees to bring their best selves to work.
This leads to their professional and personal growth, as well as your agency’s. Invest in your employees and watch your agency thrive. I like to identify my employees' strengths and play to their strengths. I also try my best to pay attention to my staff's time management and hire at critical times so that they have the support they need to do their jobs well. Linda Rooney, Founder & CEO of DandeLions Digital
14. Set the Roles & Responsibilities
Consider setting up multi-leveled roles and responsibilities at your company and your agency. Those levels most likely include: (i) executive oversight (e.g., a CMO in your business and a Head of Strategy at your agency) that is not too involved in the day-to-day but is being kept abreast of the significant picture issues; (ii) day-to-day project leadership and management (e.g., a VP-Media Buying in your business and an Account Executive at your agency).
That is “quarterbacking” their subordinate teams and keeping everyone on task and plan; and (iii) the teams in the trenches living and breathing the campaign and the resulting data (e.g., a Social Media Marketing Manager at your company and a Head of Social Media at your agency). Ensure you have the appropriate teams at your company and your agency to optimize at each level—strategic, planning, and execution.
15. Outsource When Needed
Knowing your team’s strengths is key to running and scaling a marketing agency. Don't be afraid to outsource if your time is stretched or you’re not as experienced in a particular aspect. Our biggest challenge was finding the right people. We found that hiring an HR consultant was the best way to manage that. It was the right decision, and I am glad we did it early. Yanira M. Castro, CEO of Humanity Communications: Whether it’s policy creation or creative tasks, handing it over to another professional frees time. It lets someone else take the reins for other tasks.
16. Rinse and Repeat
Just because you followed the above process doesn’t mean your job is done when you have completed the six steps above. This is an iterative process—every quarter, you should go back to step one to restudy everything and adjust for any changes in business goals, customer learnings, media learnings, etc., and then reset the campaign in steps two through six for the new learnings—plan for quarterly campaign review meetings with your agencies and internal teams at that more strategic level.
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8 Famous Advertising Agencies and Their Tactics for Inspiration
1. Ogilvy: Mastering Brand Storytelling
For Ogilvy, compelling storytelling is more than an advertising strategy. It's a way to create a narrative that resonates with your audience and builds a brand's personality. Ogilvy's campaigns focus on authentic storytelling, emphasizing the importance of emotionally driven narratives that align with a brand's voice.
One of the best examples is Dove's "Real Beauty" campaign, which transformed the beauty industry's long-standing standards with its focus on diversity and inclusivity rather than idealized and unattainable visuals. Dove's campaign succeeded by building trust through authentic storytelling that celebrated real women and their natural beauty. The takeaway? Focus on genuine, value-driven storytelling that aligns with your brand's mission.
2. Wieden+Kennedy: Bold and Disruptive Creativity
Wieden and Kennedy are known for their daring and unconventional campaigns that challenge norms. The independent ad agency has created some of the most recognizable and beloved campaigns in history, with a client roster that includes Nike, Coca-Cola, and Old Spice. One of their most notable campaigns for Nike was the "Just Do It" campaign, which redefined sports advertising with its mix of bold visuals and inspiring messages. The takeaway? Don’t be afraid to take creative risks and push boundaries to make your brand stand out.
3. Leo Burnett: Human-Centric Creativity
Leo Burnett takes a human approach to advertising, focusing on relatable, emotionally charged campaigns that connect with the audience's core values. For example, McDonald's "I'm Lovin' It" campaign taps into universal moments of joy and comfort to create a connection with the fast-food giant. The takeaway? Highlight relatable human experiences to create an emotional bond with your audience.
4. TBWA Worldwide: Disruptive Innovation
TBWA Worldwide pioneered the "Disruption®" concept, creating ideas that challenge existing market conventions. One of their most iconic examples is Apple's "Think Different" campaign, which established Apple as a leader in innovation. The takeaway? Identify market norms and disrupt them to redefine perceptions of your brand.
5. BBDO: Consistent Brand Messaging
BBDO focuses on creating consistent and memorable campaigns across all touchpoints. Snickers' "You're Not You When You're Hungry" campaign is a great example. This ad has remained effective for years with its universal humor and relatable scenario. The takeaway? Craft a consistent, adaptable message that resonates across diverse media channels.
6. Saatchi & Saatchi: Lovemarks Approach
Saatchi & Saatchi takes an advertising approach that creates "love marks" — brands that inspire "loyalty beyond reason" by forging deep emotional connections. Toyota's campaigns are a great example of this: they evoke trust, reliability, and innovation, building long-term brand loyalty. The takeaway? Build campaigns around values that foster love and trust in your brand.
7. Droga5: Cultural Relevance and Social Commentary
Droga5 is known for edgy campaigns that integrate into current cultural conversations. A great example is the "The Truth Is Worth It" campaign for The New York Times, which championed investigative journalism, tapping into social concerns. The takeaway? Stay culturally aware and address contemporary issues to engage audiences deeply.
8. Grey Group: Emotional Storytelling with a Twist
Grey Group specializes in emotionally engaging stories that have unexpected or impactful twists. For example, Volvo's "Epic Split" with Jean-Claude Van Damme used shock and emotion to demonstrate precision and stability.
Try Orchestra for Free to Grow Your Productized Service Today
Orchestra is a growth toolkit for marketing agencies that helps you launch, manage, and scale productized services. With Orchestra, you get a range of tools to help you hit the ground running with your new service, whether you’re a designer, a developer, or a copywriter.
With Orchestra, you can create a branded client portal, manage tasks, and track analytics—all without needing to code. Just connect your Stripe account, and you’re ready to get started. Try Orchestra for free and develop your productized service today!
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