CHANGE BEHAVIOUR

This Girl Can / Sport England / FCB Inferno

Creative agency FCB Inferno, created a campaign called This Girl Can, for government agency Sport England, to boost the number of women doing exercise.

Who did what?

Working alongside an art director within the creative department, copywriters work with client briefs to conceive, develop and produce effective advertising campaigns.

The art director deals mainly with the visual images of the advertising campaign, while the copywriter provides the verbal or written ‘copy’. This may include creating slogans, catchphrases, messages and straplines for printed adverts and leaflets. They are also involved in writing text for web advertising, as well as scripts for radio jingles and TV commercials.

An art director usually works alongside a copywriter to form a ‘creative team’. Traditionally, the copywriter produces the words to go with the visuals created by the art director. Both will have an input into the visual and written content of the advertising campaign. The art director works on the campaign from the outset and manages details about the client, product, target audience and required advertising message, which helps to shape the advertising campaign.

Responsible for all creative operations for a specific group of accounts to include staff supervision and work production. Directs the activities of subordinates to maintain the agency’s standards of creative excellence, timeliness, and profitability, while achieving the clients’ goals. Resolves functional conflicts through consultation with regional function heads. An experienced presenter. Senior-level client contact.

Lead the integrated insights and strategic planning group in a way consistent with the agency’s goal of bringing a strong analytical foundation to uncover:

  • fresh and innovative insights/business opportunities
  • inspiring creative ideas.

Partner with creative and account management peers to develop disruptive ideas at all points of customer contact.

An Account Director ensures the smooth production of campaigns – from briefing designers and copywriters, to managing budgets and possibly a team of executives.

They are primarily responsible for the management of relationships with clients.  As the senior point of contact for an agency’s customers, the Account Director also co-ordinates the resources needed to service projects, builds strategic operational plans and balances the expectations of clients with the execution of creative work.

A producer is someone who develops ads, commercials and other forms of marketing for a client or company. Producers main responsibility is to help businesses generate income by making potential customers aware of their products and services.

Media planners identify which media platforms would best advertise a client’s brand or product. They work within advertising agencies or media planning and buying agencies. They enable their clients to maximise the impact of their advertising campaigns through the use of a range of media.

Media planners combine creative thinking with factual analysis to develop appropriate strategies to ensure that campaigns reach their target audiences as effectively as possible. They apply knowledge of media and communication platforms to identify the most appropriate mediums for building awareness of a client’s brand.