Navigating today's business world calls for a well-structured advertising team. This group plays a pivotal role in shaping brand image and success.
Understanding how to assemble such a team involves a grasp of specific roles and their workings. In the dynamic corporate landscape, this knowledge can be a powerful tool. My partners and I have been running our own marketing agency for years so I can tell you what actually works.
But first, let's talk about the Advertising department structures you have to choose from.
Best for Growth Marketers
Best for Paid Ads & CMO's
Best for eCommerce Marketing
Table of Contents
Structuring Advertising Department
There are two main types of department structures based on company size and resources.
- Advertising department structure by discipline
- Org Type: Traditional corporate departments
- Best For: Midsize/Enterprise companies
- Advertising department structure by function
- Org Type: Employees are grouped by activities and objectives
- Best For: Small to Medium Sized Business (SMB)
Let’s go in-depth to each one of them.
1. Advertising Department Structure by Discipline
Discipline-based structure involves building teams centered around various marketing disciplines. For example, SEO, Content, Market Research, and Product Strategy could each form separate teams within a department.
|Discipline||Key Skills||Potential Roles|
|Strategy||Analytical Thinking, Market Research, Strategic Planning||Chief Strategy Officer, Strategy Director, Junior Strategist|
|Creative||Art Direction, Copywriting, Graphic Design||Creative Director, Art Director, Copywriter|
|Media||Media Planning, Negotiation, Budgeting||Media Planner, Media Buyer, Media Analyst|
|Digital||SEO, Content Creation, Social Media Management||Digital Marketing Manager, SEO Specialist, Content Creator|
|Research||Data Analysis, Market Research, Consumer Behavior||Market Researcher, Data Analyst, Consumer Insights Analyst|
|Account Management||Client Relationship Management, Project Management, Communication||Account Director, Account Manager, Account Executive|
|Production||Project Management, Vendor Management, Quality Control||Production Manager, Production Coordinator, Quality Assurance Specialist|
|PR & Communications||Public Speaking, Writing, Crisis Management||PR Manager, Communications Specialist, Corporate Spokesperson|
2. Advertising Department Structure by Function
Another approach is structuring by function, where teams are formed based on the different functions they perform. For example, promotion, launches, and relationship management could all be separate teams.
|Function||Key Skills||Potential Roles|
|Brand Management||Brand Strategy, Market Understanding, Positioning||Brand Manager, Brand Analyst, Brand Coordinator|
|Event Management||Event Planning, Organizational Skills, Time Management||Event Manager, Event Coordinator, Event Planner|
|Advertising Operations||Ad Trafficking, Campaign Management, Data Analysis||Advertising Operations Manager, Ad Operations Specialist, Ad Traffic Coordinator|
|Sales||Sales Strategy, Relationship Management, Negotiation||Sales Director, Sales Manager, Sales Representative|
|Content Management||Content Strategy, Writing, SEO||Content Manager, Content Strategist, Content Creator|
|Client Services||Customer Relationship Management, Communication, Problem Solving||Client Services Director, Client Services Manager, Client Services Coordinator|
Advertising Team Size versus Business Scale
To achieve successful marketing outcomes, you need to align the team size with your business's scale – a strategic approach that helps optimize resources and drive targeted growth.
|Business Scale||Ideal Department Size||Explanation|
|Start-up||2-3||Minimal resources, focus on establishing brand presence.|
|Small-Medium Business||5-10||Increased budget allows for larger, specialized teams.|
|Large Enterprise||20+||Substantial resources, require diverse strategies and global outreach.|
Factors to Consider When Deciding On an Advertising Department Structure
- Business Goals: Understand the objectives your business aims to achieve. Your advertising team structure should align with these goals. It should support your business in reaching its targets efficiently and effectively.
- Skills and Expertise: Consider the skills and expertise needed for your advertising campaigns. Your team should have a diverse range of abilities, from strategic planning to creative design, and from market research to data analysis.
- Budget Constraints: Your budget plays a crucial role in determining your team's structure. Make sure to balance the need for high-quality advertising with the financial resources available to your company.
- Company Culture: Your advertising team should fit well within your company's culture. This can influence team dynamics, productivity, and overall job satisfaction. A positive culture can enhance creativity and collaboration.
- Market Trends: Stay updated with the latest advertising trends in your industry. This can influence the skills you need in your team and the strategies they should employ to achieve the best results.
Explore other marketing departments:
So, there you have it, a detailed overview of an Advertising team structure. From the essence of the team and key roles, to structuring and optimizing; every aspect tailored to achieve success on your business blueprint.