ABSTRACT
This chapter introduced the advertising agency (and brief history), communication channels and creative direction for fashion advertising, as well as fashion media today. The advertising agency offers to create advertising campaigns as well as so-called 360° campaigns. A prospective client needs to provide sensitive information to the agency regarding its brand, the current situation, marketing strategy, target group and campaign goal. Specifically, the agency needs to understand the status quo, the objectives/strategy, the communication goals, target market, timing of the campaign and budget details. With this information, the agency can prepare a so-called “pitch” and present its ideas to the client. If successful, the agency will get the contract.
The classic classification of media types is that of ATL (Above-the-line) and BTL (below-the-line) media and hails from the 1950s. Today’s brands use a mix of both types, trying to target and reach the consumer through all relevant channels. However, the cost of the media might play a big role in the choice as only top-earning brands can afford the most expensive channels such as prime time TV.
Innovative advertising campaigns are mentioned, such as Diesel’s provocative campaigns on raunchy dating apps as well as the champion of guerrilla marketing: MINI. FEL, the creative agency in the Netherlands was responsible for placing a mini inside a giant bottle on a beach.
An interview with Thorsten Voigt, formerly the creative director of Service Plan Ad agency in Munich and now a freelance advertising professional shines light on the work of a creative director in an advertising agency.
In contrast to all other advertising, at fashion brands, especially luxury brands, the advertising and visuals for promotion are often created in house, with the creative director giving the vision for the brand’s overall look. He or she might be involved in the casting of models, styling and photography of the campaigns, aligning it with the overall message of the brand.
The future of fashion media and the fashion magazine are looked at as if still a classic choice for fashion advertising despite of e-commerce and m-commerce. However, as digital media becomes increasingly popular with consumers, fashion brands and fashion publications need to catch up urgently. In this context, this chapter features an interview with a renowned media agency in Germany, shining light on media strategy.
