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Business Model for an In-house Ad Agency

Hi!

My company is planning to implement an in-house ad or creative agency into the company. There is already a strong marketing team which is mainly focused on marketing tactics. However my bosses don't want to spend a lot of money on creative agencies in hope to get the big idea especially as our target group is quite special.

So I got the task to create some models on how the agency could work on two levels:

First it needs to be an in-house agency delivering creative campaigns for the whole group.

Second it needs to be able to perform on the market itself positioning itself as specialized agency for our target group.

My bosses do currently think that hiring a creative director will suffice and the in-house agency will be complete. However I do not agree as the basis on how the processes and departments are organized right now build the fundamentals for creating such business models.

Does anybody have a canvas of media, creative or ad agencies and is willing to share them? Or does anybody have some ideas to kickstart the process?

Kind regards from Austria.

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Permalink Reply by Ian Perry on April 25, 2012 at 12:59pm

A typical advertising agency has 4 groups, divided as: account management, media buying, creative department and the research department.

But before you start your own in-house ad campaign, perhaps it is a good idea to start with the basics. Understanding the functions of an ad agency might help. From there you might come up with an idea on how to establish your own in-house ad campaign.

To give you an overview, here are the services offered by ad agencies:

1. Advertising services package- this includes strategic planning, creative development and media advertising (i.e television, publication, radio) and creative design development that captures the public’s attention.

2. Marketing services- this includes market research, event marketing, press release and sales promotion.

3. e-solution services- this includes internet and mobile promotions, search engine optimization (SEO), search engine marketing (SEM).

Then you may develop your inhouse ad organizational structure.