A study on how an advertising agency works & ensures client satisfaction in context of Ogilvy & Mather, Bangladesh

Abstract

Over the years, brand promotional strategies and advertising techniques have changed radically; mostly to cope with the changes in how consumers view and perceive things and to stand out in the clutter of today’s advertising efforts. Marketers are realizing the importance of differentiating not only in terms of their product USPs, but also in how they present and promote it to the consumers; it is actually the creative agencies that truly believe in the continual change of the advertising era. The Workflow in an agency is not as linear as one may initially expect. Projects starts in one department then get handed off to the next and so forth. The process is much more collaborative with multiple 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, simulates healthy debate allows strong ideas to emerge regardless of the source. This process actually leads to the best possible creative. The most important step lies in deciding what anadvertisement should say and to whom it should say it. All it needs to do is decide who buys and uses the products and why. In order to spend the media budget wisely, agency must know what they read or watch so that they will see the ads. Advertising mostly focuses on the target customers. Agency often struggles a lot to make the clients understand the creative communication they made and why the target customers will like it & buy the products. An advertising agency always try to move the brands to the higher level but sometimes the clients couldn’t forecast the upcoming good change. So agency people have to make them understand that it’s the agency who understands the brand better. Once they can do it, they get the call & the brand blooms. But for this an agency has to prove itself.