Marketing agency development. Advertising agencies. From the history of the development of advertising agencies

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Employee reviews about the employer

Robert, St. Petersburg

Advantages

I have been working in the company since May 2017. I did not notice any problems and negativity from the authorities. Payment of wages exactly on time and the exact amount that was agreed in advance. During my work, I saw how large projects came to support the company, with which it was a great pleasure to work. The team is of course good! Young, ambitious, always on a positive wave.

Flaws

"Dash"

Advantages

Excellent bosses, the team is like a family, the attitude is wonderful. I got my salary right on time, day in, day out, and I also got bonuses, unexpectedly and pleasantly! During the work, additional ones were offered. tasks for an additional fee, which I was happy to do, because I had time for them during the working day. Convenient workplaces. The morning began with coffee, there are always a lot of "sweets" so that the brain has time to rest. On hot summer days, the authorities, buying ice cream for themselves for lunch, bought it for everyone! A trifle, but very full, there were many such moments. I went to work with pleasure, no fines for being late, no excuses for traffic jams or "overslept", voluntarily delayed for the same time. Unfortunately, I continued my studies in the magistracy, this is not a correspondence department, but 6 days a week, getting a job, I did not expect such a schedule, I had to leave work. For the first month every morning the soul was drawn to the company. No exaggeration. Only tonight it occurred to me to leave a review, I went in, read the last ones - Seymour, Eugene, etc., we managed to work with everyone. Great team. The guys and the bosses really root for each project and bear responsibility. Motivation was above the roof, charge, cheerfulness, energy. Good luck Development !!!

Flaws

Honestly, there are no downsides. Pay on time. If necessary, they are released on business. The load is gradual, and then, if you wish, you can master it and you want to earn more - there are a lot of projects, choose. There was no discomfort, it is just as easy to work as if at home)

Antonina

Advantages

I am immensely grateful to the company Razvitie and personally to its director Vladimir Danilov for giving me the opportunity to improve my SEO competence! I came to the company as a completely "green" employee, left it as a confident specialist. Yes, I had to work hard and hard, but it gave its results both in terms of professional growth and in material terms (!). At the expense of the company, I attended a conference in Moscow, and the Development management was always ready (within reason) to invest in the growth of specialists: buying training materials at the expense of the company, paying for conferences. The atmosphere in the team is optimistic and cheerful, Vladimir always understands the life circumstances of employees, helps not only in work matters. Corporate events were also bright;) (curling, recreation in the park-hotel on the lake shore, skiing, birthdays). The location of the office is very convenient, there are a lot of interesting places around for a lunch break with your beloved colleagues. Thanks again to the director of the company Razvitie and most of my already former colleagues. It was an invaluable experience, and I am 100% glad that I promoted Development projects for 1.5 years (many of them were really interesting). The name of the company is karmic: this place truly provides employees with tremendous opportunities for personal and professional development. I recommend!

Flaws

A rather weak social package, the lack of competence of the marketing director, which (in my very, very subjective opinion) sometimes leads the company "in the wrong place", and also destabilizes the team.

Advantages

She worked in Development for over a year as a project manager in the project support department. The trial period was 3 months, it took 2 months and I was officially arranged. The RFP was always issued on time and in full. An excellent experience, many projects went through me, on which I learned a lot, I came there completely green with less than a year of work experience in this field, and came out as a self-confident specialist. There are pluses and minuses, cockroaches, as in any other firm of this link. An excellent team, a sincere attitude to each project. The management of the company behaved honestly and openly towards me throughout my work there. All people are different, with different characters and manner of communication, everyone needs to get used to and find a common language, this should be the main skill when working in Development in the sales department or in the support department. If you can't find an approach to leadership, how do you find an approach to a client? In other words: do it normally - it will be fine. I've come to this conclusion. The rhythm of work is powerful, you need to be ready to really work, and not to sit in your pants and sit in contact. You must have a certain level of stress resistance and sociability, be able to work in polysemy modes every day, resolve conflict situations, disconnect from work after a working day. There are a lot of projects, a lot of clients, a lot of work, money - how much you earn. You can receive 50,000 and 100,000 rubles, but be prepared to actively sell and develop projects equally actively. Suitable for real strong workaholics who burn with work and enthusiasm, know how to switch from task to task, have a technical knowledge base. An excellent start to a career in the first 2-3 years of work in web projects. Our OSB department actively and very closely interacts with all other departments of the company. I did not observe such wildness, as they write in the reviews below, in the sales department. Yes, there is turnover, but if you can call it turnover in the sales department, the average period of work of a sales manager is 3-6 months, they leave on their own, the topic is complex, not everyone is given. I left the company in peace to a larger company. In the last month of work, despite the fact that they knew that I was leaving, I was even given a small bonus;) There is a 13th salary at the discretion of the management. Coffee, tea of ​​decent quality and other office delights in the form of poppies (I mean iMac :) Excellent corporate parties dedicated to the company's DR.

Flaws

Cons - they are also pluses. Multitasking. The absence of any "nishtyaks" in working conditions such as voluntary medical insurance, etc.

Advantages

I have been working in the company since June 29, 2015. Initially, he came to the sales department, then was transferred to the support department. For 8 months of work in the company, there was not a single negative moment, which is so fiercely written about here. Wages are always paid on time. All issues are promptly resolved. With any question or problem that has arisen, you can always contact the director and get help. What they write here about "tyranny" and "humiliation" - I can't even imagine who needs it and why. For all the time I worked, I have never heard that someone raised their voice or somehow "humiliated". All "working moments" are always resolved calmly and constructively. The team is excellent, all the guys are professionals and just wonderful people! They "cheer" for each project and put in "a piece of themselves". They treat clients very carefully. In general, every day I go to work with PLEASURE, which is what I wish for you!

Flaws

Didn't find)

Advantages

I have been working in the company since September 2015. I did not notice any problems and negativity on the part of the authorities, which other users write about :) Payment of wages exactly on time and the exact amount that was agreed in advance. During my work, I saw how such large companies as Lemminkainen and Russian Railways came to support the company, which speaks of the professionalism of the company's employees and the high quality of the services provided. Separately, I would like to note the friendly team, with whom it is easy to solve the assigned tasks. There is a lot of work for the technical department, but the schedule for the week and the distribution of tasks in time helps to cope with the volumes. Sometimes you have to stay late at the workplace in order to finish a particular task, but there is a clear understanding in the team that this is work for a positive result. I also positively want to note that some tasks can be taken home for an additional fee, or even work the day from home, for some reason, but this day will be fully counted by the worker and paid. In general, the company Development suits everything and we continue to work and develop together :)

Flaws

Didn't notice

Anna, St. Petersburg

Advantages

70 percent of employees work on new Macs,
- the management has a talent for recruiting good, pleasant people
- normal office layout

Flaws

The unprofessionalism of the overwhelming majority of employees and management (except that the accounting department works normally) is not knowledge of the terminology, market and project management techniques. Here you can only start, but not grow.

Personnel rotation: over six months of work, more than 12 people left in front of my eyes, some with tears and terrible scandals, after me - the "old" people left 3-4 people. At the same time, the number of staff ranges from 12 to 20 people.

Salary surprises:
initially it was announced that the minimum salary was paid for the hospital salary; in fact, it was also paid at the minimum for vacations and holidays. Also, the certain salary tail promised after the probationary period is not paid. In my case, the final monthly income turned out to be 30% (!) Lower than the expected one.

A peculiar level of communication between management and employees - phrases have become familiar to me;
(when discussing salary) "Well, how much money do you need to live?"
"Yes, you have a red price of XXXX rubles"
"How can you not say how many hours you spent on this task? What if I don't pay you a salary for these hours?"

A delay of 5-10 minutes will lead to a normal hassle (it would be better to have fines), when the only time in six months I had to stay for 2 hours because of a diploma at home, a serious reprimand was made that these were my problems and they did not concern the management (about academic leave it was funny to stutter).

Delightful tact and humanity.
If you want to take time off, you need to describe in detail the reasons - which doctor, which grandmother arrives, at which station, etc.
If you have a funeral, you will be asked to come after them to work anyway.

Maria, St. Petersburg, konstantina zalonova

Advantages

There is nothing positive about the company

Flaws

Be careful!!! when choosing a job in this company, nothing that you are promised is not respected, employees are humiliated and lowered, they do not pay wages, do not pay interest on the clients brought. In addition to the "tyranny" of director Danilov, you will encounter a charming wife - humiliating no less than all employees, depriving for any reason a part of the salary, loves to humiliate a person in front of other employees. Development is a godsend for the tax inspectorate, salaries are paid on black, vacation and sick leave are not paid. A woman who calls herself a chief accountant, on any question related to wages charged in white, as they say, yells and does not explain anything, and if you ask Danilov the same question, you will be immediately dismissed without paying wages for the last month. I highly recommend posting this information, if only out of respect for your friends who may become victims of these scammers.

Anonymous, St. Petersburg

Advantages

In the team you can meet pleasant, sympathetic, good people who sincerely want to do good quality work. Alas, due to various circumstances, they do not stay here for long.

Flaws

I want to warn against employment in this company. The main disadvantages: a changing team at a terrible speed, a huge turnover (on average, the composition changes by 70-80% every three months); the director is suspicious, seeks to manipulate; dismissal (it does not matter, at will or at the request of management) is used as an excuse not to pay you money; if you do not work in the technical department, but in the sales department, a manager of current clients, a designer, most likely you will not receive money when you leave. The low level of professionalism of all employees, again due to turnover and the desire of management to save money on everything, and therefore lack of interest in performing high-quality work. Nepotism is very developed, the competence of wives and girlfriends attached in this way is very doubtful. Unfortunately, the black job site is temporarily not working now, where the history of negative reviews about working in this company has been going on since 2011.

Advertising agencies, which began their journey as an intermediary between the advertiser and the media, have gone through several stages in their development. As the communication landscape became more complex, the tasks of advertisers and approaches to communication, the advertising agencies, their structure and technology of work, also changed. The role of advertising agencies in the market has also changed - from an intermediary for the purchase of advertising space to structures that plan and implement any element of the advertiser's communication activity, both individually and together. Ultimately, this led to the variety of types and forms of advertising agencies that can be observed at the moment.

From the history of the development of advertising agencies

As we noted earlier, in the middle of the 19th century. mass publications with mass audiences were formed, in which advertisers, manufacturers and sellers of mass products were interested. Product manufacturers and newspaper publishers (also, in their own way, product manufacturers - news and information) were interested in each other, but creating a product takes time and effort, so an intermediary was required to help them find each other. In the XIX century. manufacturers of regional products began to develop the geography of distribution, which again led to the need for an intermediary. The advertiser, who was well versed in the publications and advertising media of his region, did not have the same completeness of knowledge about the new geographic markets to which he was launching his product. On the other side were publications. Initially, their business is the production of a newspaper or magazine and its distribution to readers. The main efforts are aimed at developing the publication, retaining readers and increasing their number, the main income is money from subscriptions. Advertising revenue for a long time was secondary in the structure of the publication's revenue, but by the second half of the 19th century. its share has grown and some publications have already accounted for half of the income.

The importance of advertisers' funds for publications has grown, among other things, due to increased competition in the press market, caused by an increase in the number of publications. The audience size is limited and grows relatively slowly as new literate residents appear. When there is one edition on the market, the entire audience reads it, when a second similar edition appears, the audience begins to be distributed among them, as well as its subscription money. Victory in the competition is possible by improving the product and / or reducing its price, which in any case requires additional sources of funding. So in the case of publications, the need for development and survival has led to an increase in the importance of additional income, i.e. advertising revenue.

To attract advertisers, publishers turned to intermediaries, offering to represent their interests in front of the advertiser to anyone wishing to do this business in exchange for a commission payment in the form of a percentage of the transaction amount. Winston Fletcher, in his book about the history of British advertising, calls William Taylor as the first advertising agent in Britain and in the world, who described himself in this way in advertising for his services, published in 1786. In his book "The World History of Advertising" Mark Tangeate as the first advertising agent in the United States indicates Volniy Palmer of Philadelphia, who in 1842 gave information about himself in a directory - "duly authorized agent of most of the best newspapers in all cities and towns of the United States and Canada, for which he receives advertisements and subscribes daily ". The history of advertising as a tool for promoting goods and services and supporting their sales can be counted from the times of ancient and medieval heralds, but the advertising business arose at the moment when publications offered a commission, and an advertising agent appeared on the market claiming it.

The first decades of the development of the advertising industry were mainly the period of the development of the media-banking direction in advertising - the wholesale purchase of advertising space at the lowest possible price and their retail resale to interested advertisers at a possibly high price. Pricing in the market for purchasing and selling advertising space at that time was situational and non-transparent. But in 1875, another Philadelphia resident, Francis Weiland Iyer, set a new standard for the advertising industry's relationship with media and advertisers. He offered advertisers an open contract with a commission. As part of the contract, he guaranteed advertisers placement in publications at the lowest price that his agency could negotiate, but the advertiser, in turn, paid the agency a commission as a percentage of the total amount of the placement. Iyer himself began his career as an advertising agent, and the first publication he presented paid him 25% of the commission. The advertiser paid $ 200 per ad, of which $ 150 went to the publication and $ 50 to the agent. By introducing an open contract, Iyer said that now the advertiser will pay $ 150 for an ad (or even less, since with a long-term contract, Iyer could guarantee publications a regular flow of advertising money and improve placement conditions) and no more than 15% of the commission from this amount, i.e. .e. as a result, $ 27.5 less than before. At first, the size of the commission ranged from 8.5 to 15%, but later it was 15% of the commission from the media budget that for many decades became the standard of the advertising industry but all over the world.

In the days of agents who specialize in the purchase of advertising space, advertising messages were mainly written by the advertisers themselves. They, and often quite rightly, believed that the agent understood their product and the customer better and, therefore, knew better what to say to the customer. The agent, in turn, had a better understanding of media buying options. But at that moment, when the agencies began to take commission not from the publications, but from the advertiser, they went over to his side. This meant that they had to delve more deeply into the specifics of the client's business and take over the writing of his advertising messages. So, in addition to media purchases, agencies have a new functional direction - creativity.

The first creative representative to appear in an advertising agency was a copywriter whose task was to write advertising texts. Cases of recruiting specialists working with word and text (journalists and essayists) on a piece-rate basis to write advertising messages were encountered as early as the beginning of the 19th century, but by its end they had firmly established themselves in the staff of an advertising agency. The work of a copywriter at that time was not limited to simply writing the text of an advertisement, he must understand the expectations and needs of consumers, find and display in the text the advantages of the product corresponding to them. What a whole group of specialists is doing now, at the end of the 19th century. was the responsibility of one person.

By the end of the XIX century. the development of technical capabilities of printing allowed the press to actively use illustrations, which led to the appearance in the agency of a second creative representative - an art director. He had to provide copywriter-generated advertising text with appropriate illustrations and drawings. For a long time, copywriters and art directors worked separately, the former supplied the texts, the latter illustrated them, and the role of the copywriter was more important, the illustration played a supporting role in relation to the text.

As the importance of illustration in advertising grew, so did the role of the art director. In the 1950s. the copywriter and art director were brought together in a creative pair, working together on a specific client or group of small clients. At that moment, the structure of the creative department of the advertising agency acquired a form that has survived to this day. The department is headed by a creative director who is responsible for all creative work of the agency and leads several creative teams, each of which leads from one to several clients. The creative group is primarily a creative pair of art director and copywriter, depending on the scope of work for clients, it is supplemented by junior copywriters and designers.

Creativity and media were the first performing divisions of an advertising agency, but they are supported by the client division. The importance of an account manager in an advertising agency is clear. He is responsible for finding clients, communicating with the client throughout the entire cooperation, when he turns out to be an intermediate link between the client and the executive departments of the agency. This means that he must at least understand almost any aspect of planning, organization and implementation of advertising communication, financial and legal issues of the industry, the fundamentals of the client's business, must be able to "sell" the agency, its ideas, solutions and proposals.

So by the beginning of the XX century. the basic structure of a full-service advertising agency (or a full-cycle agency) was formed - the client department, the creative department and the media department. Such an agency is like an advertising supermarket, where the client receives all types of advertising services in one place, within the framework of one contract, and even accompanied by a personal sales assistant, client manager. The three-part structure of an advertising agency met the realities of the advertising market and advertising communications of the early XX century, and their subsequent development led to the expansion and complication of the structure of full cycle advertising agencies, and then to the emergence of agencies with a narrow specialization.

At the beginning of the 20th century, while continuing to serve the interests of advertisers, advertising agencies began to introduce marketing research into the market. Charles Coolidge Parley is considered the pioneer of marketing research in the advertising industry. In 1911, he organized a marketing research unit at Curtis Publishing House in the United States, which produced a number of leading national journals. The tasks of this division included researching consumers and product markets, providing data that promoted the sale of advertisements in newspapers and magazines of the publishing house. Within a decade, researchers with similar tasks appeared in almost all major advertising agencies in the United States, and in the mid-1920s. the practice of marketing research and its use in the advertising industry has been exported from the United States to Europe. In the 1930s. members of the advertising industry have actively contributed to the development of media research and measurement of the media audience, thus laying the foundation for a new direction of advertising activities - media planning.

In a sense, the researchers also became the first example of the manifestation of a centrifugal trend in the advertising market, when independent agencies with a narrow specialization are formed on the basis of the performing departments of full-service agencies. For example, the famous American researcher George Gallup worked for several years in an advertising agency, until in 1936 he decided to start his own research business. And this is not the only example where employees of advertising agencies, media and advertisers have started their own research companies. In principle, in this way, the advertising industry contributed to the formation of the marketing research industry, which is formally an independent industry, but the main consumers of which are still the players of the advertising market - advertisers, media and advertising agencies.

Since 2007, the television series "Mad Men" has been launched in the United States. (Mad tep) which perfectly shows the structure and everyday life of a New York advertising agency in the early 1960s. Perhaps the producers of the series did not accidentally turn to that period of advertising, since in the 1960s. a new stage in the development of the advertising industry has begun and many of the realities of the advertising market, which are familiar today, have emerged.

And this, what happened at that time, is the development of the marketing concept, the advertiser began to single out separate groups of consumers and understand that each of them may have their own separate needs and requirements that affect the purchase and use of the product.

In principle, leading agencies had so-called marketing departments back in the 1930s. These departments were involved in organizing and conducting marketing research, analyzing the obtained data, searching for market trends, evaluating the advertising and communication activities of competitors, and served as the main providers of significant marketing information for the creative and media departments. This was provided to clients as a "free" service within the agency's commission. Few advertisers had their own marketing departments, so they gratefully accepted the analytical reports of the agencies. But in the 1960s, realizing the importance of marketing for brand development, advertisers began to create their own marketing departments and, in this regard, stopped relying on their agencies.

The downsizing of marketing departments in advertising agencies has led to another wave of exodus of researchers from advertising agencies. Some went to advertisers, some organized their own research companies. From those that remained over time, departments for strategic planning of brand communication were formed, the task of which was to analyze consumers in all its diversity: monitoring consumer behavior and identifying consumer trends and motivations, segmentation of target groups of consumers / buyers, analyzing customer attitudes towards a product and its brands, assessing sociocultural features of communication with individual groups of consumers / buyers, etc. The main consumers of the conclusions of strategists in agencies have become creative groups, for which strategists have become the main supplier of so-called insights (eng. insight- insight, insight) - descriptions of internal motives that drive the consumer when choosing a particular brand of product, on the basis of which effective communication with target groups can be built.

First, advertising agencies are systematically confronted with a variety of marketing situations, which contributes to a deeper understanding of consumer interests, the acquisition of skills and enhancement of their competence. This allows you to create high-quality advertising media and ensure the effectiveness of their use.

Secondly, advertising agencies, as independent organizations, exclude the negative impact on advertising of such objective factors as excessive dependence of advertising on the tastes of individual leaders, incorrect attitudes regarding the expected response of consumers, etc.

Thirdly, advertising agencies have stable links with the media, consistently and timely purchase from them time and space for advertising. Cooperation with advertising agencies allows the advertiser to quickly solve their problems, helps him save money and time.

Large advertising agencies that perform a wide range of advertising services feel the need to combine different specialists into specific departments. They can have their own creative production base or employ highly qualified freelance creative workers. The second is more appropriate for small advertising agencies with a small structure of departments. Usually the activities of the department are focused on the performance of a specific function.

1. The creative department, which brings together textualists, artists, graphic specialists, directors, editors, etc. They generate ideas for advertising messages, find the right means to implement them. The role of such a department is high, and here the psychological factor is taken into account, as well as a certain direction of art.

This department performs the functions of creating various types of advertising media and coordinating them with customers.

2. The Order Execution Department (customer relations department), which includes the manager and employees as leaders of the working groups, called the responsible executors of projects or contactors. They represent the interests of customers in their agency, and vice versa - the agency is represented by project executors in relations with the customer. The head of the working group (project) coordinates all work within the agency for the execution of the order from the beginning of creation to its implementation.

It is recommended to assign performers to a specific category of customers. This allows you to take into account the specifics of the advertising activities of advertisers, the difference in the scale and geography of advertising activities, systematically maintain contact with advertisers. The remuneration of the employees of the customer relations department should be made in direct dependence on the volume of orders that they received and correctly executed, since the financial position of the agency will be largely determined by the entrepreneurial spirit and good relations with potential leaders.

3. The marketing department is created in order to identify and systematize the needs of domestic advertisers and their resources, the state of the market for specific goods and services, possible communication channels, as well as research to determine the effectiveness of the use of advertising media. In addition, this department accumulates the necessary information on the organization of trade and methods of selling goods, the state of the current policy in the field of advertising and sales promotion. The main employees of these departments should be specialists in the development of questionnaires, sampling, conducting targeted group interviews for statistical analysis of experiments. Employees of this department take part in all stages of advertising planning by the agency.

Advertising agencies prefer to reduce their risk by acquiring more information on marketing research tools. These studies are aimed at collecting, organizing and analyzing a certain range of data obtained as a result of special surveys in order to make informed decisions in the field of advertising. Advertising research is a type of marketing research. They are designed to form an assessment of advertising strategies, develop advertising campaigns, advertising messages, and monitor the effectiveness of their implementation.

• 4. The production department is engaged in the production of advertising media and in some cases unites production units such as printing houses, television studios, workshops for the production of advertising media, etc.
• 5. Economic and financial department and accounting department of the agency. In addition to its specific advertising functions, an advertising agency must effectively conduct its business and financial activities, ensure effective management, and also have appropriate support services.
• 6. The Editorial and Artistic Council, which includes not only the main specialists of the agency, but also specialists in the field of advertising, art, artists, employees of research institutes who are not employees of the agency. The Council is recognized to evaluate and approve the issued advertising materials, taking into account the opinion of the customer's representative.

This agency structure is not universal, and therefore other agencies may have a different structure depending on the specific conditions in which they operate.

The structure of an advertising agency depends on what we want to do. That is, from the scope of our activity: placing advertisements on television and radio, distributing information about the client through newspapers and magazines, conducting an advertising campaign through outdoor advertising, illuminated advertising, etc.