Characteristics Of The Traditional Advertising Agency

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Over the last decade, the South African advertising agency landscape has seen a massive shift from full service agencies, offering 360 degree brand solutions, fragmenting into smaller niche agencies specializing into either design, digital, creative, public relations, strategy, research, media planning and buying among others. The industry has grown to realize that communication messages need to be driven by research and insights, understanding the psyche of South Africa’s diverse population, no longer just pushing out glitzy TV commercials to the masses, but rather developing strategically planned integrated marketing campaigns reaching an intended audience, ultimately receiving return on investment (Lodge, 2011).

Though the
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In South Africa, full service, traditional advertising agencies like Ogilvy, Y&R and The Jupiter Drawing Room include the following core elements in their business…show more content…
Once client services have received a brief from the client it will be given to the traffic department, the traffic department will deliverer to an available strategy team if need be, once it is analyzed by strategy to determine what departments need to assist, the traffic department will find the available creative to execute the task. (Pillay, 2014)
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