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Successful advertising requires expertise. Many advertising agencies have a team in place, made up of people with varying specialties, so that they can expertly handle each aspect of a design job. Typically an ad firm has access to photographers, copywriters, designers, production artists, SEO coordinators, and printers. But the most important part of the team is the client. While every member of the team has an individual role, advertising is at its best when the individuals team up to efficiently provide the most effective advertising possible.

Successful advertising requires expertise. Many advertising agencies have a team in place, made up of people with varying specialties, so that they can expertly handle each aspect of a design job. Typically an ad firm has access to photographers, copywriters, designers, production artists, SEO coordinators, and printers. But the most important part of the team is the client. While every member of the team has an individual role, advertising is at its best when the individuals team up to efficiently provide the most effective advertising possible.

The role of the designer is to create a concept, or concepts, that not only attract a reader to buy into a product or service, but also to capture the vision of the client. It can take years of education and practice to become a designer. This role is central because often the client relies on this person the most to deliver what's desired. Also, the designer must be well rounded enough to be able to design for various business entities in a number of formats, like logo design, brochures, magazines, or web sites.

Production artists have various tasks. A few examples include gathering print costs and requests, editing copy, formatting documents, downloading and/or editing photos, and even doing a little web site coding. This requires vast knowledge of many software programs such as Microsoft Office, Quark, InDesign, Wordpress, Dreamweaver, and more. If designers are responsible for the concept, or beginning of the design, the production artists are responsible for the conclusion of it.

Many advertising projects require photography. An agency has many choices on where and how to acquire photography. Typically the agency will look for stock imagery and if the designer doesn't find what's needed, he or she may then set up a photo shoot. For this reason ad agencies often have freelance photographers they work with, or have a photographer on staff. Whatever the case, they must work together to complement the client's desires for the project.

Like the photographer, a copywriter needs to match the designer's vision when setting about the task. Some projects even require the copywriter to work first, and lead the art direction. In this case, it's important that the designer and copywriter have a great working relationship and be available for a great deal of conferencing. And like the photographer, the copywriter may even be on staff.

Printers are still very much a part of the advertising agency's team. It's not all web-based advertising these days, or at least, it shouldn't be. Agencies should familiarize themselves with the different capabilities of the printers in their area. Printers may have specialties, and may be able to enhance design in ways the ad agencies hadn't realized. That being said, ad agencies generally work toward finding the most cost-effective printing for a client.

SEO coordinators are relatively new on the scene for advertising agencies. When a project is web-based, then it requires search engine optimization. So, this person works with the web designer and copywriter to make sure the web site will show up in a topnotch search engine spot. The human reader isn't the only reader any more, and the SEO coordinator will oblige the web spiders so that the humans will be able to easily find the web site they're looking for.

You may not think of the client as a part of the advertising team, but they are the most important player. An advertising work is only effective if the client is pleased with the result. A strong advertising company acknowledges the strength of this partnership. If they are happy, the advertising agency will probably get more work from them as well as new clients based on their recommendation. That's successful advertising!

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