Each client is different in its marketing strategy and products, therefore expects different creative and distinctive advertising campaign and advertisements. Therefore the agency must fist and foremost adopt the role of problem-solvers, who are expected to apply their knowledge and creativity to a specific client's brief. .
1.2 Organisational Structures.
International advertising agency is also known as full-service agency offers advertising services such as marketing, communications, promotions services (planning, creating and producing the advertising), research and media selection; non-advertising services such as strategic marketing planning, sales promotions, direct marketing and interactive capabilities, package design and public relations is also offered.
International advertising agency is made up of departments that provide the activities needed to perform the various advertising functions to serve the clients. The organizational structures of an international advertising agency is shown below:.
.
.
Creative Department.
An advertising agency's main purpose is to create ideas. The creative department is responsible for bringing an advertising campaign to life. The ideas are turned into actual advertising messages designed to target relevant audiences to inform them the benefits offered by a particular product or service. The creative team consist of the copywriter and art directors. The copywriter is the writer in the tem that conceive the ideas for the ads and write the headlines, subheads, and body copy (the words creating the message). They may also be involved in deciding the basic appeal or theme of an ad campaign and prepare a rough initial visual layout of the ad commercial. The art directors is responsible for how the advertisement looks. The art director prepares drawings that show what the ad will look like and from which the final artwork will be produced then it is translated into commercials whether in print (magazines, newspapers, billboards etc.