Advertising business
广告公司业务服务领域

Core service:
“Providing customers with integrated communication strategy and advertising works” is the key of customer services in Artybright.

核心服务： 
“为客户提供全方位的品牌传播策划及广告作品”是ArtyBright公司为客户服务的核心内容。

Pre-works:

1. help to make marketing plans;
2. define specific marketing issues;
3. marketing survey;
4. draft brand or product conception;
5. brand or product design;
6. build corporate identity system.

前置作业： 

1. 协助拟定营销计划； 
2. 确定市场特定问题； 
3. 市场调研； 
4. 拟定品牌或产品概念； 
5. 品牌或产品设计； 
6. 建立CIS企业形象识别系统。

Advertising:

1. Refer to customers’ marketing strategies, make annual advertising activities plans, including advertising strategies, ideas, promotions, budget and media plans.
2. Produce, supervise or purchase all the related plane production, including design, artwork finishing, copy writing, shooting and editing.
3. Supervise the manufacture of the advertising movies and broadcast, choose the proper maker.
4. Analyze and choose the right media, confirm the time and pages, responsible for negotiation and purchase, such as newspaper, TV, broadcast, magazine and outdoor media.
5. Other activities related execution. 

广告作业： 

1. 根据客户确定的营销计划，制定年度广告活动计划，包括广告策略、创意发展、促销活动、预算建议、媒体计划等相关计划； 
2. 制作、监督或采购所有相关平面制作物，含设计、完稿、文案撰写、摄影、修片……
3. 监制广告影片及广播稿，选择适当的制作公司； 
4. 分析、选择适当的媒体种类及时间或版面，并代为谈判与购买媒体。例如：报纸、电视、广播、杂志、户外广告…… 
5. 其他相关广告活动之实施。

Follow-up works:

1. Media tracking and analysis.
2. Ad tracking and analysis .

后续作业： 

1. 媒体执行结果分析； 
2. 广告效果测定。 

How many steps Artybright carries out a successful case?
ArtyBright的一个成功广告案例应该有哪些步骤？

客户部客户执行和客户经理开始搜集产品资料、竞争对手资料、行业资料等等，同时，媒介部通过购买，搜集竞争对手的广告投放情况（近年来投放地区、金额、媒体种类），以及竞争对手的广告表现。

Market research, carry out both quantitative and qualitative market survey.

进行市场调查，进行定量和定性的市场调查。

Account Executive arranges all the information and submits to Account Manager, Account Director, Planning Director and Planning manager.

客户执行将所有资料整理，提交给客户经理、客户总监，策划总监、策划经理。

Account Manager, Account Director, Planning Director and Planning Manager get together and discuss the ideas of strategy and creative. After reaching an agreement, Account Manager and Planning Manager will detail it and form the creative strategy.

客户经理、客户总监，策划总监、策划经理进行会议讨论，收集思路创意，就某一策略思路达成共识后，再由客户经理和策划经理整理细化，并形成创意策略。

Account Manager and Planning Manager discuss the frame and details of the plan and finish the proposal writing. Media Department initiates the media plan. Planning manager complete the creative brief, under the approval of Account Director and Creative Director, the creative briefing meeting should be held at which the Account Director, Manager, AE, Creative Director, Copywriter and Arts Director present and Account Manager explains the creative briefing to Creative Department colleagues and answers their questions.

客户经理和策划经理开始讨论策划方案的框架和细节，合作、完成提案的撰写。 同时，由媒介部完成媒介方案。策划经理填写创意简报(谁填？)，经客户总监和创意总监签字后，召开创意简报会议。参加者为客户总监、经理、AE，创意总监，文案，美指。会上客户经理向创意部讲解创意简报，并就创意部的疑问进行解答。

Creative Department colleagues start to work. Copywriter and Arts Director think ideas and propose to customers informally after they have several satisfied options. When they reach an agreement, the formal creative performance will be started. Copywriter writes the title, content and script while the Arts Director drafts. The completion is also submitted to the customers who can modify if needed.

创意部开始工作。文案和美指开始发想创意概念。创意部产生几套比较满意的方案后，会向客户部进行非正式的提案，双方达成共识后，开始正式作创意表现。文案撰写标题和内文，以及影视脚本，美指开始做表现稿。同时，完成的策略方案也会提交给客户给与修改意见。

Refer to the working status, Account Manager initiates the internal proposal formally for one or two times so as to perfect the proposal.

客户经理根据进度，制定内部提案时间，到时进行内部正式提案，不断完善提案，一般会进行一到两次。

Propose to customers formally after the internal proposal. Implement if the proposal is agreed. Otherwise, all the steps should be restarted or the contract will be cancelled by the customers. If the proposal is agreed mostly and part of it needs modification, the second propose to customers should be necessary.

内部提案完成后，向企业进行正式提案。通过，根据方案开始执行；不通过，一切重新来过或者被客户解约；基本通过，做部分修改，再进行二次提案。