Plugging UK AD

Brief explanation (just in case you are dizzy looking at the arrows):

Clients (basically, the ones who PAY) can contract Ad Agencies, Marketing Groups or Specialized Boutiques (creative agencies, interactive agencies, digital agencies, media planning agencies, PR agencies, etc.) to create/produce/deliver/improve their message. Sometimes, the 3 of them can work together or maybe only 2 of them: an Ad Agency needing specific help may contract an interactive agency, for example.

Ad research companies usually work with Marketing Groups and Ad Agencies either for market research, pretests, posttests or tests during the communication campaign. They can be contracted by any of them and, many times, if they are working jointly, they’ll share the tests results in order to create a coherent and consistent message.

Ad Agencies, Boutiques and Marketing Groups often need Production Companies’ services. These companies, for instance, can be specialized in the Film Industry but are hired by the Ad Industry in order to create a shocking and quality spot or webvert.

Media Agencies are companies that sell media time and space to deliver the communication message. They work as a link between the Ad Agencies, Marketing Groups or Specialized Boutiques and the Vehicle Providers (Media: TV channels, newspapers, radio, out of home ad, etc). Nevertheless, big Ad Agencies have their own powerful contacts and can buy the vehicles themselves without needing the Media Agencies services.

OK so you have everything: the client, the Agency, the message and the vehicle… don’t forget regulators!

UK has a self regulation method with 3 main players: OFCOM, Clearcast and the Advertising Standard Association (ASA). Ofcom owns Clearcast, which is a specialized division for Ads and provides different services to the industry. As they are the ones in charge of giving any ad the green light to be published, they offer the agencies the opportunity of testing their messages in several stages so you know that what you are doing is ok with them and you save money (imagine having to produce a whole spot again… millions of pounds lost!). If Clearcast gives the green light to an ad but someone complains about it (for example, a viewer feels offended and calls the vehicle provider or Clearcast itself), this regulator will investigate the case and maybe the complaint is upheld or withdrawn. If the complaint is accepted, the spot can be banned. Here is when ASA comes into scene, in order to avoid any PR crisis or negative image or a bigger punishment, the ASA can take the ad off the air and apologize.

If you are interested in regulation, please go to these regulators websites and find out more about it… it’s extremely interesting how it works! You can find the links in my main menu or in my “Useful Websites” post.

Cheers!