How many agency people does it take to run an account? Not nearly as many as clients think | Advertising
Most marketers don’t fully comprehend what they’re paying for when they hire an advertising agency. They’re not fully aware of the literal nuts and bolts of the service and deliverables being paid for, who provides them and how. More than anything, they don’t know how many people it takes to run their account. This is true of virtually all marketers I have ever dealt withbig national advertisers with multimillion dollar budgets as well as smaller, independent companies with only one or two minor brands and budgets to match.
How many people does it take to run an account? In almost all cases it’s exactly the same: six.
First and most importantly, a creative director. It’s the person that is most directly responsible for the work being paid for. Don’t get them confused with an executive creative director or chief creative officer you met once at a pitch, but the day-to-day creative director on your business. Want to know what level of work to expect? Forget the name on the agency door and look at the work your creative director has made over the course of their career. Chances are it’s the level of work you’ll end up with.
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