What is the work of an ad agency and production agency in creating a TV commercial in Nigeria?
What is the work of an ad agency and production agency in creating a TV commercial in Nigeria?
The Ad agency is the place where the concept or the thought is created. The ad agency comprises of creative teams who comes up with the idea or the script of the TV commercials.
They then choose the directors who they deem fit to justify the demand of the script in converting it to a film and hire the production company with that director to make the film for them.
If I were to explain this through an example,
Let's take the current glo commercial that is currently running on air right now.
So the ad agency would have written the script for it which would be the idea of the commercial.
Glo commercial of a grand mother in a remote village in Nigeria whose son and wife that are far away abroad gave birth to a baby, the news was broken to the grand mother but she felt sad because she can't see the new baby but the person that break the news to her told her it possible to see the baby right there in the remote village live from abroad, she was shown a live video of the grand child.
(This is just rough script example)
Once the Glo client approves this script, the ad agency then sends it out to production houses for directors to make what we call 'treatment notes' and for producers to make 'budgets'.
In the treatment note, the film is detailed out.
Going with our Glo advert example
-The producer/ director would have penned down that is written down with image references of everything like the right models/ characters, Location, cast, costume, Camera angles, music references etc.
The director convert the script into a screenplay and details out how the commercial will land up looking and budgets are submitted alongside the notes back to the agency.
The creatives & the management in the agency then chooses the production houses to make that TV commercial based on the ideas they like best and the most efficient budgets weighed against one other.
So basically the ad agency hires the production house to make the commercial.
So while, the ad agency has the creative directors who comes up with the idea of the TV commercial, the production company had the director who directs the commercial.
All the other details of production like location scouting, casting, art direction, post production etc are then done out with the production company with regular approvals and in collaboration of the ad agency.
They then choose the directors who they deem fit to justify the demand of the script in converting it to a film and hire the production company with that director to make the film for them.
If I were to explain this through an example,
Let's take the current glo commercial that is currently running on air right now.
So the ad agency would have written the script for it which would be the idea of the commercial.
Glo commercial of a grand mother in a remote village in Nigeria whose son and wife that are far away abroad gave birth to a baby, the news was broken to the grand mother but she felt sad because she can't see the new baby but the person that break the news to her told her it possible to see the baby right there in the remote village live from abroad, she was shown a live video of the grand child.
(This is just rough script example)
Once the Glo client approves this script, the ad agency then sends it out to production houses for directors to make what we call 'treatment notes' and for producers to make 'budgets'.
In the treatment note, the film is detailed out.
Going with our Glo advert example
-The producer/ director would have penned down that is written down with image references of everything like the right models/ characters, Location, cast, costume, Camera angles, music references etc.
The director convert the script into a screenplay and details out how the commercial will land up looking and budgets are submitted alongside the notes back to the agency.
The creatives & the management in the agency then chooses the production houses to make that TV commercial based on the ideas they like best and the most efficient budgets weighed against one other.
So basically the ad agency hires the production house to make the commercial.
So while, the ad agency has the creative directors who comes up with the idea of the TV commercial, the production company had the director who directs the commercial.
All the other details of production like location scouting, casting, art direction, post production etc are then done out with the production company with regular approvals and in collaboration of the ad agency.
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