“This is ndtv and you re watching every season crime created. Ad agencies are known known across the globe is one of the best employers. When it comes to job or fun work environment. So if you were bored of doing a 95 job or are just starting out your career.
Then perhaps advertising can be your option hello and welcome you re watching heads up and tonight on the show. We are taking you inside the world of a creative ad agency as we explore careers in the world of advertising. Now we have with us will be from foxy morons team who is going to take we will walk us through the process of how an ad campaign is designed so we welcome to the show hi. Why don t you start telling us about you know how does this all happen where does it begin okay so what i ll tell you is basically how we get sort of a brief from a client right so a brief comes.
We have to get more details we talk about it then we get the strategy team on board who starts making the brief down right so once that starts happening then we reach out our research team because before we get when inside. We need somebody who gets all the research in which are digging conversations get to everything across channels across the digital domain right. So that is where we have our or blissing team. Okay these all get us all these conversations.
Which helps get to be insight for the idea. Okay. So why does have a word. Yes.
Is however written okay hi. So can you tell us a bit about what s your job. All about you what are you doing over here right now so this stage of the planning process for digital brand is what s called social listening okay before we get into any strategy. Any ideas.
The first thing you need to understand what are people talking about both the industry. The brand the competitors. So essentially what we re doing is right in trying to understand the sentiments they re trying to understand what are the common conversations. I take this what are the trends.
What are the volumes before we make any informed decisions. That s a constant monitoring of social activity that s right it s live monitoring as well as historic and what are the platforms which you re monitoring. These are all social platforms of course of a break from facebook to twitter to instagram to youtube everything okay tonight. So if you have an idea about how you know socialist thing happens with what next once you know that you know what s happening.
What s trending what happens after that so after this comes. The idea okay so i think what a lot of people. Owe is that they think of the idea first and do not see how the backing it up try again or closer to reality. So once you have this in place.
Then you have an idea will secure the to reality in sort of paints. A free picture. Which is the correct picture for the granted and that comes on strategy team. Okay once you have the idea in place.
Which are sort of reaching out to all our function t. So you have your web. Which is anyhow. The video you have your media.
You have digital pr you have everybody even tech right so we have some of the teams upset out of this office and some stay out of the bombay. So you have i have the video team here. I have the design team here right so design teams all put so when i go to our client. I need oh i need a new look for the camping guys when they sort of help me create that look basis.
The brief you can see stasis to something you know like yeah explain us how it was happened that agent okay hi. So can you just tell us a bit about what you re doing over here. What is this campaign..
All sort of image that i can see who working on right now making a crater for discovery or jessica or the doofus on wall nature conservation day. So it s basically mentioning stuff about extinction of species and depletion of forest. You know what are some of the key things that you have to always sort of keep in mind when you are developing something some content for your client. I guess the basic sense of for balance and that s like for principle.
Okay principle when it comes to graphic. Designing and what about the kind of skills you need to be in you know in your place for someone to be in your place skills. I mean basic softener on it knowledge like photoshop and that s like be basic software apart from that for animations. I use your after effects.
Okay okay. Thanks for talking. Yeah right sorry. So what next.
While you do have the designs and save every band is right now about video content right and i think it s time. We head to the video team because people put it together for us from script lighting to storyboarding to basically taking time and saying that video content has become so important over time you know because whether it s your social media. Apps. Like instagram.
Yeah to talk to even pvcs. It s become so important. I think earlier. It was all about creating awareness.
But now more and more so branches respond people to engage with them right and that s happening. A lot with your chips. Which is more interactive video. Which is more interactive and that s how it has become now so when we talk about video content.
I mean waters of the video team essentially do so these are create script brands create for themselves. We also look at getting content aggregators on board and you with any ib or tbf and we have a concept in my name b cell type with them that happens. And you know basic edits for example like we had tchaikovsky on board. Right so jiggly would to have a tvc and we sort of clip and make edits out of that i think we have a case study going on your foot.
Okay okay looks interesting again you tell us a bit about what are you working on and we are basically creating a study for different brands. So in this we include discovery horlicks and many more like motor. You know also cases. We should be we are showcasing that how campaigns did very well for us thank you so so talking about striking a balance between you know what happens with a graphic.
Tr and what happens with the video t night what really goes about it s basically as per. The briefs right it s also brief and then you realize the budget. So the client wants to maybe create a microsite then i sort of be the web team. But we want a budget for microsite.
So we look including the canvas in facebook that makes it easier and cheaper video content where we do animations if we have less about the squeal usual footage when we have more budgets. So we sort of create a balance pieces of briefs and the budget and sort of reach out to all our team so that we sort of capture all domains and then once you have the video content and everything is ready like it s in place. Then what is that the closing of the that now the deck sort of gets accumulated and it s not like anything like mad men. But it s insane because we sometimes you spend nights.
Creating this one deck and then show up take it and then we shall go pitch it and win it okay i am so much for talking to us right. That was all about how a creative ad agency. Works. And how do they go about designing ad campaigns and now for aspiring entrepreneurs who want to start up their own ad agencies.
We have a task one of the founders of oxymoron who s going to share with us their journey. So we welcome to the show. Let s start off with understanding..
How is the journey been like phil you know you were just nineteen year old when you start out with your. Co founders and then you know with just a small capital of 64000. I mean how was it like and you know people say that you need a lot of money to start up. But how much is it show.
The agency business essentially every services business. And it kind of it s a self sufficient business to the extent that you hire people to work on clients businesses clients for you certain money you know to cater those businesses and that money kind of see it s for people salaries. And that money keeps you know the lights on and the bells. Ringing having said that 64000.
Rupees. As he said is close to nothing it was you know just a little bit of savings that we had that we kind of put into the summer project. We were conservative when we started off obviously start very small over the law bootstrapping involved for the first six months. We didn t have an office.
We worked out of my bedroom. We made some money over the summer because of money input into a small 280 square foot office and at that point of time we were 14 of us in a 280 square foot office. So as a start up you know how easy or tough was it for you to convince people to give you builders. The two challenges.
We faced ah hey. What is digital because in 2008 people thought digital was limited to a website. Some crm projects and a little bit of search. So what is digital and the second challenge was who the hell are you you know because you re a 19 year old boys in your shorts.
And chapel s barely finishing your class is cutting out of your classes and college and coming and talking to us about you know spending advertising dollars and marketing dollars as the industry. Kind of picked up over the first couple of years and some global headquarters in london. Or paris had some you know mandates thing that it s time to put money in digital. Fortunately there was a liberal recall saying you know those boys used to come and ask us for business.
Maybe we should call them in and give them a brief. But the second challenge of about us being a start up unheard of no background. No agency experience that kind of stayed with us for a while so how do you go about busting that bubble. You know that you are a start up.
I think your work eventually ends up speaking for itself. What s happened with is that over the last 10 years. We ve not once actually picked up the phone and coracoid a. Client most 999.
Percent of our business comes from a referral is nice what is much business. It s quite interesting you completed your bachelor s and law force and then after you give a complete 360 degree turn around your career. You know you learn you specialize in skills in electronic communication and mobile app. Development north and suddenly then you land up in advertising as a courier.
Why this shift. So i come from a family of lawyers. So i knew i was going to study law ever since i was old enough to decide what i wanted to do and we started the business actually when i was 19. When i was actually in my in between my second and third year of management college.
But we started the business. The objective was to do something in the marketing and advertising space. Something in the creative and communication space. And it was a fun to be honest.
No one really knew where the digital industry would would take off whether the agency would grow. There wasn t even in an agency to start off with absolutely it was an absolute gamble. I would say more than a gamble..
It was a fortunate coincidence or a fortunate accident. Let s talk a bit about the scope and challenges of being in this industry. I mean you know you have bigger ad agencies out there as your competitors. So what is it like to work you know when you have challengers like those outside the challenge.
Always was that as the digital pie kept growing and you know it moved from 1 percent to 14 percent of the overall advertising pie. It always threatened the wallet share of the larger agencies and the larger agencies kept on saying. But you know we can upscale. We can upsell and we can take digital under our you know boutique of services that we do offer to our clients as well the second challenge.
Obviously came from the fact that as we eat the digital industry. Kind of expanded talent acquisition became a very big problem as well because you can t keep working with pressure pressure straight out of college. You need you know mature people you re handling large clients you re handling large a budget. You do meet people with a certain amount of branding and advertising experience then retaining a challenge.
The talent became a challenge because when we started off there were a handful of agencies and today. There are hundreds and hundreds of digital agencies across the country and how do you see the scope of being innocent. As you like what is the growth of the industry. Look like at this point.
Sure so the industry is actually grown you know both in length and in right over the last few years a the number of advertisers that are entering this industry. Keeps increasing your honor and advertisers get more conscious about the fact that their audiences are online b. In terms of what the advertisers are doing in the digital space. Also has increased very drastically and slowly and steadily content has now become mainstream and clients are investing primarily in content.
Campaigns. Revolving around social video. Content and production. Today.
Clients. Invest a lot of money online. Reputation management for you know customer service etc. So on and so forth for someone.
Who is an aspiring entrepreneur like you and who wants to kick start build their own brand. You know creative an ad agency. What would your advice be to them i think while starting out most people look behind them most people look at their careers more big most people look at the experiencing what are the skills. I ve gained how can i utilize those skills to build an organization and unfortunately the more you look at the past you kind of live in the past as opposed to living in the future.
Which is where our industry stand of going you know keeping an open eye to you know what s happening tomorrow. I think the second tip is also about not falling to failure. I think while starting up and especially with this startup boom that we ve seen over the last few years in india. More startups fail.
Then you know startups would actually move forward in the field. Yeah. That is a wonderful chat. Thank you so much for being with us on the show thank you all right it s time for us to click to enjoy a short break.
But don t go anywhere because on the other side. We ll continue exploring the world of advertising. ” ..
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