This presentation which I made during my stay at RED is a description of how an agency works and how it should. And then it gives a solution to the problems and tells how a Strategy dept in an agency should work

1. Introduction to Strategy

2. The 3 Big Functions of an Ad Agency

3. A brand is how the consumer defines it rather than how we or the brand team defines it

4. Flow of Information in an Agency

5. So what does a Planner really do Write the creative brief. Period

6. Writing the Creative Brief Understanding the business of the client Identifying the right consumer Identifying insights about the consumer Coming up with THE BIG IDEA Identify best media to exploit the Big Idea Makes sure that the campaign will achieve the objectives set out by the client

7. Responsibilities of a Planner An expert information cruncher Insight miner Owner of the big idea Developing the Big Brand Idea Make sure that the idea sells to the consumer Make sure that the idea is executed most efficiently on the media

8. What should Strategy Really do

9. Difference between Account Planning and Strategic Planning Account Planning Voice of the Consumer in the Ad Agency Strategic Planning Business building Brand Building Organization Capacity Building