Advertising, media, France, advertising company, press agency, advertisers, advertising campaign, communication, health, education, gender equality, climate change, energy consumption, eco-campaigns, ecology, pro bono campaigns, media consultant, advertising industry, KPIs Key Performance Indicators, digital expertise, media plan
The H** company in which I am doing my internship is a very complex company that deserves a lot of explanation in order to understand all the workings of the company. Indeed, the organization is international, the group is quoted on the "Stock Exchange" and has a very heavy weight in the professional world. It belongs to a parent company, which is divided into several subsidiaries, which in turn are divided into several entities. As a first professional experience, I was very agreeably surprised to work for such a large company.
H** is the oldest press agency in the world. It was first established in 1835 by its founder C.-L. H. At first, its main purpose was information, but it gradually moved into advertising in 1855. Today, this agency is present worldwide with H** Worldwide, with offices in more than 140 countries and thousands of employees.
[...] In this recommendation, we will then discuss the target group that the campaign will have to reach, in terms of age, CSP or complementary interest. We also determine the objective, which may be visibility, traffic, engagement or conversion, for example, based on the marketing funnel and the associated KPIs (Key Performance Indicators) such as views, clicks, etc. Once this has been determined, we need to discuss the levers we are going to use or activate according to the different creative formats that the client has at his disposal or that he is going to have produced. [...]
[...] or a novice on the subject to have more details and more follow-up (ex. Hold an Annual Calendar I keep an annual calendar for two advertisers: and because they activate a lot of campaigns, and it is a good way to have the visual of all the campaigns on an Excel calendar. (cf. Appendix 3). Indeed, in this calendar we put all the important information of a campaign (the name, the period, the budget, and the quote number). It also allows us to have a summary of the budgets invested. [...]
[...] Appendix anecdotes, sector news and events on the automotive sector. The aim of this group is to keep all the members working for automotive advertisers informed of important things about the sector in order to best respond to their clients' problems. For example, a very topical subject in this sector is the regulations concerning ecology, electric cars, etc. This is an issue to be taken into account by the agency, in order not to make any false moves in the communication strategies. [...]
[...] It also requires good stress management and a good capacity to adapt. Indeed, we receive a lot of information from all sides (client and expert), this role of "passe-plat", we have to be organised and take a lot of notes. At the beginning of my internship, I used a small notebook where I wrote everything . but I quickly realised that this method did not suit me because all my advertisers were mixed up in it, there was no structure and above all, I never came to read it over. [...]
[...] My role in this is to check the reports, analyse them and present the results to the clients in meetings. We will also analyse the costs, for example the CPV, or the CTR so that we can bring it down as much as possible. Consolidate a Final Balance Sheet and Present It to Clients After the end of the campaign, the expertise takes care of putting "to the real" the media plan which contained the budgetary estimates and performances with the one that the campaign obtained, for real. [...]
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