Lahore School of Economics

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How Ads are Made?

Mr. Asad Rizvi, Regional Executive Director, Orientm-McCann, paid a visit to the Lahore School on 15 November 2017 to talk to the MBA participants on how an ad was made.

Asad introduced advertising by noting at the outset that an ad was aimed at helping consumers make an informed decision. Of course one needed a client, who had a product or a service which the client wanted to turn into a brand. The client has an objective and the ad agency helps the client attain the objective by working in collaboration with the client.

The Ad Agency had various parts. One is the Client Service or Account Management. This consists of most MBAs who liaise with the client, connect internally, analyze competition, report client billing and so on. Then there was Strategy and Planning who study the wants and needs of the consumers and work in collaboration with a Research Agency. They picked the brief of the client and turned it into a strategic platform.

The Creative department took the strategic idea and turned it into a creative idea. It was easier to sell a client if the client had made some strategic input based on numbers. There were divisions doing graphic design, copy writing and digital work. Then there was Media who would analyze media trends, propose a media plan and negotiate and buy media. Add a CEO, Finance, Admin and Secretaries and you have got an Ad Agency.

How was an Ad made? It starts with meetings between the agency and the client where timelines are set, budget is decided, duration of the ad is mentioned, formats (HD, 4K) are discussed, logistics are agreed and so on. The Ultimate Brief (TUB) is prepared which could mention brand opportunity, task, target etc. It would mention brand essence and functional and emotional benefits. It would be signed off by the brand custodian and the head of agency. Then the script of both video and audio is written down and shared with the client. This leads to a storyboard. A director is selected. Decisions on props, casting, wardrobe and styling are taken. Once the ad is shot there is a post-production process where data is processed, color is graded, offline and online editing is done, and animation, graphics, music, voice-overs etc. are added.

The participants asked a lot of questions. Asad’s view was that in Pakistan, despite the growth in digital, TVC would remain a big presence in advertising.

Asad is one of the most frequent speakers at the Lahore School and the MBA candidates have benefited greatly from his experience and talks.


posted by S A J Shirazi @ 12/05/2017 12:21:00 PM,

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