A6 terms

• Ad AgencyAn ad agency is a company that plans, creates and places advertising on behalf of brands.
• Advertising AgencyAn advertising agency is a company that plans, creates and places advertising on behalf of brands.
• ArtArt is the practice of making something expressive and original, and in a creative agency it is the raw material every campaign is built from.
• Art DirectionArt direction is the craft of deciding how creative work looks, and then directing the photographers, designers and crews who make it look that way.
• AudienceAn audience is the group of people a piece of work is made for, defined by who they are, what they care about and where they will see it.
• AutomationAutomation is the use of software to carry out repeatable tasks without a person doing each one by hand.

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B5 terms

• Boutique Creative AgencyA boutique creative agency is a small, specialist agency where the people who pitch the work are the people who make it.
• BrandA brand is the sum of what people think and feel about a company, product or person, built from everything it says, makes and does.
• BrandingBranding is the deliberate work of shaping how a company is seen, through its strategy, identity, voice and every expression of them.
• Branding AgencyA branding agency is a company that defines, designs and launches brands, from positioning and naming to identity and guidelines.
• BudgetA budget is the amount of money set aside for a project and the plan for how it will be spent.

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C11 terms

• CampaignsA campaign is a coordinated set of creative work, released across channels over a defined period, built to move a specific audience toward a specific result.
• ClientA client is the company or person who hires an agency and is responsible for the brief, the approvals and the budget.
• CollaboratorA collaborator is a person or company that works alongside an agency on a project, contributing skills, ideas or resources the core team does not have.
• Color SchemeA color scheme is the defined set of colors a brand or project uses, chosen to work together and to carry a specific mood.
• ConceptA concept is the single big idea a campaign is built on, the one line every visual, word and cut has to answer to.
• Content AgencyA content agency is a creative company that plans, produces and publishes an ongoing stream of films, stories, articles and social posts for a brand, rather...
• Content CreationContent creation is the making of videos, photographs, writing, graphics and other material that a brand publishes to reach and hold an audience.
• Creative Advertising AgencyA creative advertising agency is an agency whose main product is the idea behind an ad campaign and the craft of bringing it to life.
• Creative AgencyA creative agency is a company brands hire to come up with ideas and turn them into work: campaigns, films, identities, content and the strategy behind them.
• Creative ConsultancyA creative consultancy is a firm that advises brands on creative strategy, positioning and direction, often without producing the final work itself.
• CreativityCreativity is the ability to produce ideas that are both new and useful, and in a creative agency it is the thing the client is actually buying.

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D3 terms

• DesignDesign is the practice of shaping how something looks and works so that it communicates clearly and does its job well.
• Design StudioA design studio is a specialist practice that shapes how a brand looks, feels and functions, from identity and typography to packaging, interfaces and...
• Digital AgenciesA digital agency is an agency that plans, designs and builds a brand's presence in online channels, from websites and apps to social and paid media.

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E3 terms

• EngagementEngagement is the measurable response an audience gives to a piece of work, from watching and liking to commenting, sharing and acting on it.
• Event ProductionEvent production is the planning, staging and running of a live experience, from the creative concept to the venue, the technology and the content shown on...
• EventsAn event is a live moment, in person or online, that a brand creates to bring an audience together around an experience.

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F3 terms

• Financial Advertising AgencyA financial advertising agency is an agency that specializes in marketing for banks, fintechs, insurers, asset managers and other financial services brands.
• Full-Service AgencyA full-service agency offers strategy, creative, design, production and media under one roof, so a brand can run its marketing through a single partner.
• Full-Service Creative AgencyA full-service creative agency is a company that can take a brand from strategy through identity, campaigns, film, content and digital without sending the...

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G2 terms

• Graphic DesignGraphic design is the practice of arranging type, image, color and space to communicate a message clearly and with style.
• GrowthGrowth is the sustained increase in a brand's customers, revenue or reach, and the strategy and creative work that drive it.

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I6 terms

• IdeaAn idea is the central thought that a campaign, a film or a brand is built on, the thing that makes it worth making.
• Independent AgenciesIndependent agencies are creative, media or marketing firms owned by their founders or staff rather than by a holding company, which leaves them free to...
• InfluencerAn influencer is a creator with an audience that trusts their taste, whose recommendation can move that audience toward a brand.
• Innovation AgencyAn innovation agency is a firm hired to invent what a brand should make next, from new products and services to new ways of reaching people, rather than to...
• Integrated Marketing AgencyAn integrated marketing agency is an agency that plans and produces a brand's work across every channel from one strategy, so the pieces behave as a...
• Interactive ContentInteractive content is material that asks the audience to do something, such as tap, choose, answer or play, rather than only watch or read.

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M2 terms

• Market SaturationMarket saturation is the point at which a category has more products than demand, so growth stops coming from new customers and starts coming from taking...
• Multi-Disciplinary AgencyA multi-disciplinary agency is a creative company that brings several distinct crafts, such as strategy, design, film, digital and technology, together in...

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N1 term

• Network AgencyA network agency is an advertising or marketing agency owned by a holding company, operating as part of a global group of agencies.

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P3 terms

• PackagingPackaging is the physical container and presentation of a product, designed to protect it, explain it and sell it at the moment of purchase.
• PhotographyPhotography is the making of still images for a brand, from campaign and product shots to editorial, portrait and behind-the-scenes work.
• PortfolioA portfolio is a curated collection of an agency's or a creative's best work, shown to prove what they can do.

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S5 terms

• Search Engine Optimization (SEO)Search engine optimization (SEO) is the practice of making a website and its content easier for search engines to find, understand and rank.
• StartupA startup is a young company built to find a repeatable business model and grow quickly, usually with outside investment and more ambition than resources.
• StorytellingStorytelling is the use of narrative, with characters, tension and change, to make a brand's message something people want to follow.
• StrategyStrategy is the set of choices about where a brand is going, who it is for and what it will do differently to get there, made before any creative work begins.
• Strategy AgencyA strategy agency is an agency that specializes in research, insight, positioning and direction, setting the foundation that creative work is built on.

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T3 terms

• Target AudienceA target audience is the specific group of people a piece of work is made for, defined by who they are, how they behave and what they need, so every...
• TestimonialA testimonial is a real customer or client's statement about their experience with a brand, used as evidence that the brand does what it says.
• TypographyTypography is the selection and arrangement of type, the typefaces, sizes, spacing and hierarchy that give words their visual voice.

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V4 terms

• VideoVideo is moving image with sound, and for a brand it is the format that carries story, emotion and personality more completely than any other.
• ViralViral describes content that spreads because people choose to share it, reaching an audience many times larger than the one the brand paid for or already had.
• VisionVision is a brand's long-term picture of the future it wants to create, the purpose that guides its strategy, culture and creative work.
• VisionaryA visionary is someone who sees where a market, a medium or a culture is going before the evidence arrives, and builds toward it anyway.

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