There are many different types of software that an advertising agency needs to conduct business efficiently. Here are some examples of tasks that can be supported by software that is currently available to agencies:
Create estimates and quotes, invoices and schedules for client approval
Prepare drafts of a new brochure, print ad, or annual report for review
Manage client feedback on direct mail materials
Track key project milestone dates
Prepare and review media plans
Prepare a storyboard presentation for a client
Prepare market research
Schedule project tasks
Review rough cuts
Create project timelines
Manage external client and prospect requests
Schedule media
Time tracking
Track expenses against estimates
Plan and analyze resources usage
Accounting and bookkeeping
To meet these needs, an
advertising agency should consider the following advertising agency
software (www.trichys.com/agency/agency-extranet-collaboration.vm):
Graphic Design Software
The agency will need a creative design Application Suite like Macromedia
Design Suite or Adobe Creative Suite to do the basic graphic design,
storyboarding and other more creative aspects of producing
advertising material.
Audio and Video Editing Software
If they do the mockups of their radio and television commercials
in-house they will need to be able to edit them for client review before
they turn everything over to the actual production company that produces
the final versions.
Office Applications
Most companies use Microsoft Office for word processing, spreadsheet and
presentation software since it has become the standard for businesses.
Contact Manager
The agency needs a good contact manager to keep track of all of their
client information. Larger agencies may want to opt for a sophisticated
customer relations management (CRM) system instead.
Email Client
An agency needs a good email client. Although there are a lot of good
email clients available, Outlook is the business standard and has
scheduling capabilities for meetings, distribution lists, public
folders, the ability to flag all correspondence from specific individual
clients and basic content management capabilities.
Project management, Time & Expense Tracking Software
Because they work on individual projects, an agency needs software that
can track all of the costs associated with each project. The software
should be able to track employee time with the ability to use split
rates and multiple rates, raw materials, outsourced invoices, etc.
Accounting Software
They need standard accounting software that provides invoicing, accounts
receivable, accounts payable and general ledger functions. Larger
agencies may need the software to handle multiple currencies and tax
codes.
New Possibilities
With the advent of extranets, special software suites have been
developed specifically for advertising agencies. They include programs
that can provide contact management, time & expense tracking, project
management, scheduling and email management. Some of the applications
can even interface directly with the firm's accounting software.
Another innovation is the client service extranet. They have replaced
email as the favored forum for sharing and organizing the vast number of
documents that are part of all client/agency relationships.
Using an extranet allows all employees, vendors, suppliers, clients and
others on the project team to have real time access to all of the
pertinent project details from anywhere in the world. Best of all, an
extranet makes it possible to share the design documents, audio and
video clips with the project online in real time. No more waiting for
courier delivery or a face-to-face meeting providing better customer
service than ever before possible.
Author Bio
Laura Schweiker writes extensively on the use of
ad agency software and is an evangelist for extranet solutions.
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