HOW TO GET AHEAD IN A COMMUNICATIONS AGENCY So you have finally got the job of your dreams – an entry level position in a communications agency. After the first couple of paychecks, the next question will be how do I get ahead? You might be a writer, art director,
THE 3 Cs OF HIRING CREATIVE Every agency will, at some point in time, find itself needing more creative professionals. New business gains, or employee attrition, whatever the cause may be. Any smart business manager knows it is always better to promote from within, provided the guys on the inside
AGENCY COMPENSATION – COMMISSION OR RETAINER? Agencies have to be paid. And on time. The only question is, how? In the initial years, as the advertising business evolved, newspaper owners paid a commission of 15% to advertising agents who bought ad space in their publications. Slowly the individual ‘agents’ grew
CUTTING EDGE COMMUNICATION Long ago, advertising students were taught to imagine a single member of the target audience, and talk to that person when creating communication. This is a rather nifty technique, but something that takes a bit of skill and practice to perfect. But once students figure it out,
Perhaps that should be rephrased as “Do celebs sell products?” Almost every brand which can afford communication today seems to have a celebrity endorsee or brand ambassador. Celebrity endorsement is an advertising strategy which involves celebrities or a well-known person using their social status or their fame to help promote
How frequently do you brief your advertising agency? Let’s imagine that you are an SME. You have a product or service that has be launched or revamped. You have figured out that you need the services of a competent communications agency. And you’ve managed to find a good young agency.
Advertising started out as selling prose written by newspapermen. Obviously, long copy. Later on, illustrations, and then photographs, were added to make the advertisements more attractive. The copy evolved. Various theories came up as to how shorter headlines and pithy body copy made it easier for the reader to absorb
Advertising Strategy As in poker, so in politics. And maybe, even in Advertising! Leading on your opponents to believe that one holds better cards is a classic strategy in poker. What is usually referred to as bluffing. Which of course demands a few prerequisites. The classic ‘poker face’ is the
Need some tips to get one? Yes, we can help you with that! In today’s world, even the term ‘advertising agency’ is no longer strictly correct Advertising Agencies today are called upon to plan and execute much more than advertising for their clients. In response, many agencies are re-branding themselves
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