What’s an ad agency?

With forecasts looking ever-rosier, the question is not “if” but “when”?

Steven Russell

Age: 23

Occupation: Property developer

Do you know what a media agency is?

They’re kind of responsible for ad campaigns and coordinating them.

Do you know how advertising is bought?

Wouldn’t know.

What is the best advert you have seen recently?

The anti-smoking ad – with the fat coming out of the cigarettes. It’s got impact.

Media savvy rating:    3

Frances Gournlay

Age: 18

Occupation: Student

Do you know what a media agency is?

Yes. A company asks them to promote them and they help them advertise.

Do you know how advertising is bought?

A company would contact an agency and then the agency would give them a brief.

What is the best advert you have seen recently?

The no-smoking advert. The one with the goo dripping out of the cigarette.

Media savvy rating:      4

Paul Francis

Age: 38

Occupation: Operations manager

Do you know what a media agency is?

Something that would promote a company’s product.

Do you know how advertising is bought?

Not really.

What is the best advert you have seen recently?

I like the Tango adverts. They were original and amusing. And the Boddingtons ones for the same reason.

Media savvy rating:   2 

Doreen Johnson

Age: 53

Occupation: “Kept woman”

Do you know what a media agency is?

Yes, I think. It’s a company that gets the most for your product – to publicise and provide profit by whatever legal means. The truth doesn’t always come into it though.

Do you know how advertising is bought?

I suppose you shop around. Depends on the budget – is it small, big or national? The company would probably get a variety of ad agencies to present to them.

What is the best advert you have seen recently?

The BBC one with the Superman picture of Chris Moyles. But I’m biased because my daughter works for the BBC.

Media savvy rating:      4

Anthony Epes

Age: 36

Occupation: Photographer

Do you know what a media agency is?

A company that tries to build an image or start an ad campaign. All their media needs are met so they don’t have to do it themselves.

Do you know how advertising is bought?

You’d have to go to the vender of the space, whoever is renting out the space. Or go to someone who could say how much it would cost, how much they need to buy, how big etc.

What is the best advert you have seen recently?

The Fosters beer commercial. Where they go “That’s gotta hurt!” Those are pretty cool.

Media savvy rating:    5 

David West

Age: 21

Occupation: “Computering”

Do you know what a media agency is?

An advertising company or group? I’m no expert really, though I hear a lot on telly.

Do you know how advertising is bought?

Not sure really.

What is the best advert you have seen recently?

I like the Mercedes ad because I like the car and the one for Jaguar.

Media savvy rating:     2

Gabriela Zajaarosova

Age: 22

Occupation: Waitress

Do you know what a media agency is?

No. No idea.

Do you know how advertising is bought? I think a company will have an idea to create attention and then they invest in it.

What is the best advert you have seen recently?

Oyster card adverts for the tube – they’re everywhere.

Media savvy rating:      1

Nicola Good

Age: 30

Occupation: Freelance journalist

Do you know what a media agency is?

Yes. They’re a company that does planning and buying. It’s a comprehensive service for a product, right from the primary stages.

Do you know how advertising is bought?

A company has wholesale space and they sell it off.

What is the best advert you have seen recently?

I don’t know. I can tell you the ones I hate. The Nuts one, with the screwdriver, and the Baileys adverts.

Media savvy rating:     4

Barney Barret

Age: 22

Occupation: Work experience for a record label

Do you know what a media agency is?

 No.

Do you know how advertising is bought?

Probably through a media agency.

What is the best advert you have seen recently?

I don’t like any of them really, though I hate that Pepsi one with Béyonce and Britney.

Media savvy rating:  1    

Michael Lawler

Age: 33

Occupation: Freelance journalist

Do you know what a media agency is?

Broadly. A freelance agency comes in and provides a specific service, provides the creative, and also manages the account.

Do you know how advertising is bought?

In a range of ways. Cold calling – contacting people who have built up a reputation for advertising. I think there are whole agencies that just sell ad space.

What is the best advert you have seen recently?

The TV ad for Honda Civic, the ones with the different pieces of the car, and the one with all the small gadgets you use throughout the day is good.

Media savvy rating:     4

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