All You Need to Know about Advertising Consultants

There comes a time at every advertising agency when the creative people lose their creative spark, and struggle to come up with innovative ideas for their clients. In such scenarios, agencies reach out to advertising consultants for saving the day, and bringing a fresh lease of life into proceedings.

Defining the work of advertising consultants can be difficult. In simple terms, they can be defined as independent consultants who work on a contractual basis.They generally have years of experience in the advertising field, and link up with the creative department of advertising agencies in order to give shape to advertising campaigns.

What are the Qualifications of an Advertising Consultant?

From an academic perspective, any advertising consultant must have a background in marketing. A creative mind is the most crucial piece of the puzzle, and an advertising consultant with one can generate innovative and unique ideas frequently. Hand in hand with a creative mind goes the experience, which an advertising consultant builds up through years of work within the ad industry.

How an Advertising Consultant Works

• At the beginning of any project, the consultant and the client(s) meet to discuss the latter’s products, budget for ad campaign and also his ideas. A quality advertising consultant should be a good listener as well, as meeting the client’s requirements is the end goal of the job.


• Once the meeting is over, the consultant performs background research on the client. The purpose of this research is to pinpoint the target audience of the client. This forms the basis of future advertising strategies.


• The next step involves selection of media to propagate the advertisement campaign. Some of the most common media involve print, television, radio and internet. Social media too has become a great platform to reach out to people. This step requires consultants to be extremely painstaking, as a lot of experiments are involved.


• Once the experiments are done and dusted, the consultant along with the creative heads from the ad agency, devise some sample advertisements such as a magazine ad draft or the landing page of a website showcasing the client’s products and services.


• Once the drafts are ready to go, a presentation meeting is set up between the client and consultant. In the presentation, the consultant thoroughly explains the findings of his market research to the client along with the ad strategy. The sample advertisements are then presented as well.

The aforementioned points roughly sum up the work of advertising consultants in recent times. It is a job that requires a lot of effort and study, but one that commands a lot of respect. A lot of ad gurus of modern times are actually nothing but consultants who have established themselves by delivering quality ad campaigns to clients, time and again.