In the first week of the semester, you will be given the opportunity to indicate your preferences for your position in your agency. As much as possible, position assignments will be made according to students’ top choices. The positions are:

• Research director: Responsible for the situation analysis, which traces history and industry trends, brand analysis, consumer analysis, media usage analysis, category creative analysis, and public opinion/stakeholder analysis. Research directors should be analytical, open-minded and detail-oriented. Once the situation analysis and strategic research are done, research directors shift their attention toward primary research to help support the agency’s campaign strategy. (Note: Other group members, as part of their responsibilities, will provide some of the information for the situation analysis.)
• Account director: Responsible for the campaign strategy, which includes the objectives, target audience definition, selling strategy, and product and issue positioning. The account director is responsible for directing the agency and serving as the point of contact with the client (the instructor and teaching assistant). Account directors should have excellent time management skills, be motivational and possess an ability to look at the “big” picture.
• Creative director/copywriter: Responsible for the creative plan, which includes the message strategy, the creative brief, the campaign theme, slogan or mascot, and multiple examples of print, broadcast and online executions that illustrate the character of the campaign. This job may be split into copywriter and art director roles. Creative directors should have an eye for design, excellent brainstorming skills and a bright imagination.
• Media Buying & Planning Director: Responsible for the media plan, which includes the selection of print and broadcast vehicles, creation of a media flowchart and the budget spreadsheet. This group member is also responsible for interactive and non-traditional media placements. This job may be split into media director and interactive director roles. Media directors should be curious about how to use both digital and traditional media advertising strategies, interested in people and have an attention to detail.
• Social Media Director [for Pete’s Spring 2023 section only – pilot]: responsible for the social media plan, which includes daily, weekly, and monthly views of planned social media activities across platforms for the life of your campaign, as well as the finished examples of representative social media posts from each platform. Social Media Directors will work closely with both the Media Planning & Buying Directors and the Creative Directors to develop and produce their holistic social media plan. Social Media Directors should be knowledgeable about effective social media strategies and tactics, be familiar with the major social media platforms used in the United States, and have experience with or exposure to running a social media account for a brand, business, organization or public person.
• Public relations and promotions director: Responsible for the PR and promotions plan, which includes a public opinion analysis, reputation management, media placement options, plans for product promotions and events, as well as press releases and press kits. PR and Promo Directors should be good writers and event planners, and should be able to craft messages for many different types of audiences.

To get a sense of how the campaign project looks in its final form, you can find examples posted on this site and in the Journalism Reading Room (2130 Vilas).

Once agencies have been formed, your first decisions will be to decide on a name and structure for your agency.