Unit 3 · Implementation and Agencies · Module 23 of 40

Agency Structure and Roles

Learning objective

Map account management, planning, creative, media and production responsibilities.

Concept summary

Account management owns the commercial relationship; strategic planning owns the insight and brief; creative owns the idea and execution; media owns reach and efficiency; production owns delivery. Clear decision rights reduce rework and scope creep.

Application task

Draw an agency org chart for a mid-size account and name the decision owner at each stage.