When I first started working in commercials, myself and a friend of mine, jack, were coming into the industry at the same time from Uni, and we were confused about Exactly the same things. And we couldn't really find a simple break down on the Internet.
As I speak a lot about advertising and the process, I thought it might be good to fill you In on the earlier process, as someone interested in the industry!
A client is the person we in the production company come into contact the least with. They are the guys at say, 'cadburys' who decide they want a new 'crunchie' commercial, and approach their agency- who they probably already have a relationship and a contract with- and ask them for this.
Ever seen 'what women want?'... Well if not, see it! Great film! But I always use Mel Gibsons job role to explain an agency. They come up with all the advertising for a certain brand, like cadburys, and come up with the entire campaign so it goes across with all their branding. They liase a lot with the client and know exactly what the client wants so they can keep them happy. The agency usually have 'creative directors' who come up with scripts for the tv adverts. Once these get approved by the client, the agency approach production companies, usually 3, and ask for a certain director from each one who they think would work well with them, and the script.
Meetings happen, the creatives and the director discuss the idea and then the director writes a treatment, and the producer submits a budget for that treatment... And it all goes to the agency.
The agency picks their favourite, and puts it forward to the client, and if the client agrees then the production company begins work on the ad!
We go into production, and get to pick all our crew, sort out wardrobe, art dept, and everything like that, but we always have to pass everything by the agency to make sure they're happy with th direction we're going in!
And that, is pretty much how all ads begin!
Hope that helps anyone that might feel a bit confused. Any questions, please do ask!
Sorcha
