SOP For Ad Agency in India: List of 20+ Standard Operating Procedures [Free Template Download]

Dentsu, Leo Burnett, Ogilvy- If there’s one thing common in all these ad agencies is their output of organized and structural creativity. Working and running a successful advertising agency takes a lot of tasks that need to be completed thoroughly and on time. From client meetings to negotiations and creating planning along with strategizing; all these tasks need a pre-planned process and guidelines. This is where the need for an SOP for ad agency in India comes in handy. SOPs for advertising agencies in India help follow a consistent and simple approach that will give guaranteed successful results without a chance for errors. Let us look at the different types of Standard Operating Procedures that are used in an ad agency and their uses.

Table of Content

What is a Standard Operating Procedure?

Why Do You Need SOP for Ad Agency?

Types of SOP for Advertising Agencies in India

FAQs

Conclusion

What is a Standard Operating Procedure (SOP)?

Standard Operating Procedures or SOPs are documents that describe the step-by-step process required to complete a task or activity within an organization. Essentially, an SOP is a set of instructions that describe how to carry out a particular task or activity within an organization. These instructions range from simple one-step processes to complex multi-step workflows that require input from multiple stakeholders.

Why Do You Need SOP for Ad Agency?

Builds Brand Image and Consistency

Any business works really hard to make a name for themselves in the industry and have a good position in the marketplace for both investors and customers. Hence a brand image is very important to create a strong reputation for a company. Making sure constant quality, professionalism, and dependability in all activities is made possible by effective SOP for ad agency. They enable the agency’s ability to consistently fulfill client expectations, produce high-quality work, and maintain its reputation—all of which help it draw in new business and stand out in the creatively crowded industry.

Improves Client Satisfaction

Not just in ad agencies but for any company, if the client is satisfied, you are good to go. But just mechanically adhering to the clients objectives isn’t what will 100% satisfy a client. You need to know how to learn and respond to their unsaid needs is what will help you surpass your client’s expectations. An SOP will not only help you measure your how much your client prefers doing business with you but also guide you in areas you need to do better.

Streamlines Work

Since an SOP for ad agency dictates processes in a step-by-step instructional format, you will have a complete idea of how to perform every single task without any confusion. This makes your work more organized. For example- lets assume that in the case of creative approvals where the creative team has been asked to submit their work through a specific project management tool. To make this cycle easy and faster, following an SOP for creative development is the right choice. With an outline on visual designing, copy writing and video/photo editing, you can execute projects and meet deadlines successfully.

Strengthens Team Co-ordination

When every team member is aware of their roles and responsibilities, functioning as team becomes smooth. Just like we spoke above, while the creative development process goes on, the SOP will guide you on who is in charge of drafting rough ideas, which team creates the visuals, which team will be writing the copies and at last who will review it all.

Types of SOPs for Advertising Agencies in India

1. CLIENT RELATIONSHIP MANAGEMENT

1] SOP for Client Onboarding

Getting a client onboard needs to be done with a clear plan. You need to make sure you thoroughly absorb all of your clients expectations and needs so that there isn’t any space for miscommunication. These are the sections included in a Client Onboarding SOP:

• Client Discovery Session: We begin with the first meeting which is called a “client discovery session,” during which an ad agency gets to know the client’s goals difficulties, and business. It is necessary to collect the needed data and lay the groundwork for the project as a whole.
• Brand and Market Analysis: The client’s brand and market position are examined by the agency. This is important in figuring out where your customer is right now and where the campaign could help their brand.
• Proposal and Contract Finalization: In this stage, the client and the agency work together to finalize the project’s scope, budget, and schedule. It makes sure that there is a clear understanding between the parties on what will be provided and when.
• Internal Team Alignment: Next , the agency needs to inform its internal teams on the schedules and demands of the customer. This guarantees that all parties are in agreement and able to collaborate efficiently.
• Establishing a Contact Plan: The agency works with the client to establish regular communication channels and set specific times for contact. This step is crucial to maintain clear communication and avoid misunderstandings throughout the project.
• Project Kickoff Meeting: This is the formal start of the project. The client reviews the plan during this meeting. It is essential to verify all details and ensure everyone is ready to begin working.
• Documentation and Approvals for Onboarding: The agency collects all necessary paperwork and secures the client’s consent. This stage is important to see to it that the client has formally approved the plan and that everything is properly documented.

2] SOP for Account Management

Maintaining clear and regular communication, providing complete deliverables, managing schedules and many more tasks falls on the account management department. By following an efficient Account Management SOP, your agency can ensure that they have a long term relationship with clients that are built with trust. This includes both Accounts Payable SOP which guides in making sure all payments are made on time to external parties and Accounts Receivable SOP which helps focus on payment collection from clients.

3] SOP for Client Follow-up

To keep a project well running, you need to get enough follow ups the right way. It is usually done withing 2/3 days of the initial talk with the client by account managers or client service representative. Maintaining this constant contact helps in addressing any concerns that the client might have looking at the rough drafts. Here are some steps in a SOP for client follow up:

• Start by referencing the last time you spoke with the client, including the date, topic, project schedule and time.
• Keep the email or conversation clear and to the point while stating that this is a follow-up.
• Make sure your client understands your message and is encouraged to respond in a way that provides you with room for improvement.
• Allow the client to share both positive and negative feedback or thoughts.
• Let them know your availability for more discussion, whether by phone or in-person.
• Suggest some solutions or alternatives in regards to the notes on the project or topic.
• End with a thank you for the client’s time and patience.
• Mention all of your contact details and preferred time of availability.

4] SOP for Conducting a Client Meeting

Kicking off projects the right way means having a great client meeting. These meetings are also held in between projects or while a new idea needs to discussed first. A SOP for client meetings; whether in person or virtual; helps in having an organized and productive meeting. A client meeting in an ad agency usually looks like this:

• Clearly define the objectives of the meeting.
• Confirm with the attendees, time, and place.
• To prevent technical problems, check all the logistics.
• Make a precise, well-defined agenda.
• A week in advance, send the meeting minutes and documents that will be reviewed/used.
• Prepare the conference space and run all of the equipment.
• Make a presentation that is visually engaging and well-researched.
• To deliver the presentation smoothly, practice it.
• Standardize follow-up and communication.

5] SOP for Collecting Customer Feedback

For an ad agency, getting client feedback is a must since it gives you firsthand knowledge of how your client views what you have to offer, helping you to figure out areas for improvement and what’s working correctly. The agency can use customer feedback, like learning that the creative concepts don’t match their brand goal, to improve their approach and guarantee that the next project stays on track. This increases the project’s outcome while also building client trust.

2. CREATIVE AND CONTENT DEVELOPMENT

6] SOP for Creative Development

The collaborative effort of a team of individuals putting together the creative aspect of the project is what creative development means. This process involves designers, copywriters, editors, strategists and many others. This process is quite important because it influences how the ad agency is seen in public based off on its creative projects. An SOP for creative development would mention the following:

• Generate a list of ideas that match the objectives of the client.
• Make a creative brief that explains your goals and target demographic.
• Create the copy and images according to the brief.
• Review your internal procedures for consistency and quality.
• Ask the client for feedback with short meeting after presenting the work.
• Adjust if needed according to the of the client’s feedback.
• Complete and deliver the creative and deliverables for all platforms.

7] SOP for Content Marketing Strategy

Engaging customers through the power of content is solely what some agencies have their forte in. With the help of content marketing, you can influence and attract your target audience. So it becomes extremely helpful when there is a set procedure in place to function when you are marketing your content.

• Specify the goals of your content marketing, such as lead generation or brand exposure.
• Understand the target demographic and the needs they have.
• Plan out your content with themes that fit with your brand’s objectives and the interests of your audience.
• Make sure the content is of the very best quality and fits the brand’s aesthetic.
• Content then has to be shared via email, social media, client’s website and other media form.
• Measure your uploaded content’s performance with data from social media interaction and website traffic.
• Try repeating and proven method often for improved results.
• Make sure everyone in the team is aware of and sticking to the content marketing strategy.

3. MEDIA AND DIGITAL MARKETING

8] SOP for Media Planning and Buying

Media planning and buying is, as the name suggests, planning which media platform to showcase brand message and content on and then buy that particular ad space and time. This process requires meticulous research to narrow down when, where and which platform will the ads be displayed to the target audience. The research then leads to building a media strategy based on target demographic, likings and behaviors, budget, brand goals, content absorption methods and much more. A general SOP for media planning and buying will have the following:

• Set up the client’s advertising objectives and KPIs (e.g., impressions, leads).
• Analyze the target audience’s media habits and interests.
• Choose the most appropriate form of media (TV, digital, print, etc.) for the campaign.
• Set a budget and divide necessary funds across the platforms you’ve chosen.
• Create a complete media plan, including ad placement and timing.
• Media buyers then negotiate prices with vendors to get the best possible offers.
• Launch the campaign in line with the media plan.
• Performance will then be measured using the related KPIs such as reach and engagement.
• To improve results, make necessary changes to the strategy and see if any tweaks are needed.
• Check the final results and communicate them to the client.

9] SOP for Social Media Engagement

Next comes a very vital SOP for ad agency- SOP for Social Media Engagement. Keeping in mind the success of social media, an ad agency needs to focus on target audience interaction, user generated content to spread brand’s message, and community engagement. Some tips that can be essential to engage better on social media are:

• Respond to queries in the comments or DMs as soon as possible
• Jump on trends but meticulously, keeping an eye out for not being in the bad spotlight.
• Go Live or start a Q&A session on your social media to know about any concerns or feedback customers might have and also to spread word about new services.
• Make the best use of user generated content strategies.

10] SOP for Lead Generation and Management

Any potential clients that have either shown interest or are almost on the way to becoming a full fledged client is known as a lead. These leads are then managed using an efficient CRM system where complete efforts are made to convert that potential lead into a client. With personalized communication, constant chats with the client about their needs and goals are a few ways in which an ad agency can learn more about it’s leads.

An SOP for lead generation and management usually consists of the following elements:

11] SOP for Implementing Sales Promotions and Campaigns

To tempt clients to act quickly , sales promotions and campaigns typically include short-term offers such as discounts, contests, or loyalty programs using either social media or traditional media forms. For example, an ad agency could build a promotional campaign for a client who is introducing a new service. They can also provide a limited-time discount while carrying out a combined effort that includes digital ads, social media, and email marketing to increase awareness and conversions. According to this SOP you should:

• Start by deciding what is your goal for such promotions and campaigns.
• Understand your target audience and try to break them into groups according to their habits, age and goals.
• Then decide which type of promotion would work best for them, like BOGO sale, discounts, contests, or loyalty rewards.
• After deciding type of promotion, think about when to start and when does this campaign last.
• Figure out the costs of these promotions and campaigns.
• Create eye-catching ads, social media postings, or banners that reflect your company.
• Decide whether to conduct the offer online, in-store, or via social media.
• Guarantee that the sales team has all of the data so they understand the campaign to customers.
• Launch the promotion across all platforms simultaneously.
• Monitor sales, customer interactions, and conversions to determine how well things are going.
• Collect input from both customers and your team to determine what worked and what did not.
• Compare the outcomes to your objectives to see how effective the promotion was.
• Use what you’ve learnt to boost your next promotion.

4. FINANCE AND ADMINISTRATION

12] SOP for Financial Management

Controlling, managing, and planning how a company’s funds are used and brought in is known as financial management. Having a financially strong ad agency means having control over how much they can acter towards their client, have more employees for better work disposal, creative liberty, financial freedom etc. This is how an financial management SOP for ad agency should have:

• Create and maintain a budget to track revenue and expenses and prepare for future growth.
• Use specialized company accounts to keep your personal and corporate finances separate.
• To remain on top of revenues and expenses, track cash flow on a daily basis with accounting software.
• Choose suitable payment methods for your clients, such as cash, credit cards, or other digital payments.
• Use accounting software to automate financial record keeping and report generating.
• Prepare financial reports on a regular basis, such as profit and loss statements, cash flow reports, and balance sheets.
• Update financial estimates based on real cash flow to keep business strategies on track.
• Maintain tax compliance by keeping track of tax-deductible costs and withholding for employees.
• For proper financial guidance and help, consult with a professional such as an accountant or bookkeeper.

13] SOP for Pricing Strategy and Management

Pricing strategy means how an ad agency determines how an agency is going to base its service costs on. Campaign creation, social media marketing, media buying and planning, content creation and management etc,  are some of the services an ad agency provides and needs to strategically plan on deciding how much they would charge the client. This includes thinking about all costs like employee travel, software and tools costs, service delivery, profit margin etc. An ad agency should also take in consideration their competitor’s market rate an ad generate a price that is both competitive and a little negotiable. Sometimes ad agencies have structures like performance based pricing, tiered pricing, value based pricing and others.

14] SOP for Renewing Customer Contracts

Any customer before getting into business with an ad agency may need to sign a customer contract to ensure that the objectives of the project are met, all obligations for both parties are clear and both parties are protected legally. A professionally drafted customer contract reduces any errors or miscommunication with clear guidelines set way before initiating the project. Here’s how you prepare before making an SOP for renewing customer contracts:

• Review the existing customer contract to evaluate performance and decide if any modifications are actually needed.
• Check with the client if there are any changes in the next project and note them down.
• Ask and confirm with the client about their choice on the time duration for the following contract.
• Do the same for payment terms, additional services and dates.
• Make it very clear that the ownership rights for any new project during or post this contract.
• Highlight obligations on privacy again to maintain the safety of your ad agency’s private data.
• Include terms of contract termination in situations not viable for your agency.
• Give a brief description of any dispute resolution procedure, like either arbitration or mediation, throughout the duration of the new contract.

5. BUSINESS DEVELOPMENT AND STRATEGY

15] SOP for Competitive Analysis

In the higly dynamic and creatively fast market, an ad agency definitely needs to on top of their market research. This is how they can truly understand their competitors strengths, weaknesses, USP, market positioning leading to the agency uplifting their game. Here are some ways an ad agency conducts it’s competitive research:

• SWOT Analysis: Making a detailed analysis of a all competitor’s strengths, weaknesses,
  opportunities and threats.
• Price Comparison: Having your pricing model compared with competitors with the help of customer feedback, website, reports etc
• Market Share Calculation: Using the formula [Market Share (%) = (Company’s Sales / Total Market Sales) x 100], an ad agency can understand their competitors stance.

16] SOP for Market Research

Having similarity with competitive research, market research pays attention towards research based on target demographic, market and current trends, customer behavior. This is what will help an ad agency customize its strategies, creative projects and create more impactful outcomes. This can be done via, SWOT analysis, customer trend analysis, market segmentation, feedback surveys etc.

17] SOP for Networking and Building Relationships

Expanding your ad agency’s reach with an intentional effort to create a bond with other businesses and industry individuals is what networking is all about. Missing out on networking means missing out on an easy opportunity to letting the world know about the power of your ad agency and also having strong connections in the advertising industry. Some tips for having strong networking process are:

• Stay aware about any upcoming business conferences, conventions, events, shows etc to meet the right individuals.
• Keep a simple yet clear introduction ready that tells the opposite person in minutes who you are and what you represent.
• Make sure you are actively listening to the opposite person and interact in their discussion as well.
• Sending a follow up email the next day to remind the person of your conversation can start things up easily.
• Schedule a meeting virtually or physically to discuss further
• Focus on spreading word about your agency’s value without being too pushy.

6. LEGAL, COMPLIANCE, AND SECURITY

18] SOP for Legal and Compliance

While ad agencies carry creative liberty, keeping legalities in mind is of utmost importance. An SOP for legal compliance will guide an ad agency to follow and adhere the below laws in India:

• The Advertising Standards Council of India (ASCI) Code:   This law is used to drive advertising agencies in India to have lawful, respectable, sincere, real, mindful of society, and compliant with reasonable market conditions.
• Intellectual Property Rights (IPR) :  IPR in an advertising agency guarantees the legal protection of the concepts, content, and creatives produced, as well as the agency’s respect of clientele’, partners’, and rivals’ rights to intellectual property.
• The Consumer Protection Act, 2019:  This Act deals with protecting consumer rights and gives the CCPA the power to prevent making of false or misleading ads to make sure that consumers’ rights are safe.

19] SOP for IT and Security Management

An ad agency’s IT infrastructure holds a lot of importance any breach of IT systems can cause harm to sensitive data about the client, financial information, projects and secret strategies etc. Implementing strong IT security is very valuable for an ad agency and hence an SOP for an ad agency regarding IT Security and Management needs to have the following steps:

• Organize private information, such as financial records and client lists, for optimal security.
• Encrypted chat softwares and VPNs are useful tools for safe business communication.
• To identify and address any vulnerabilities, conduct routine security audits and tests.
• Prepare a plan of action for handling security breaches and suspicions of hackings.
• Make use of two-factor authentication (2FA) and strong passwords, and update them frequently.
• Install and maintain firewalls, antivirus software, and anti-malware software.

20] SOP for Crisis and Reputation Management

In the advertising industry, it takes just one single project or a bad review to damage an agency’s reputation that has been developed over years. Handling a crisis that has your company’s name at stake becomes tricky when the situation is sensitive and the matter at hand becomes public. This is where an SOP for handling crisis and managing reputattion can come in handy. Certain situations where such an SOP can prove useful are:

• Bad reviews or feedback on online forums or via word-of-mouth.
• Marketing campaign with distasteful imagery or dialogues.
• Controversial social media posts
• Misleading business practices that are discovered by clients.
• Unprofessional behavior by employees
• Plagiarism or creation of much similar content from past.

7. CONTINUOUS IMPROVEMENT AND INNOVATION

21] SOP for Continuous Improvement

As I’ve mentioned above, creativity is ever evolving and for an ad agency to make its strong mark in the industry it needs to be evolving continuously. This means reviewing processes that can be made better, identifying fields that need improvement, adding better employee policies to maintain a good flow of work etc.

22] SOP for Environmental and Social Responsibility

FAQs

Conclusion

To summarize, ad agencies must use SOPs in order to guarantee their success rate in high functioning services. An SOP will not only help in this but also give an organized structure to their processes that will make work super efficient and easy.

To enhance and streamline your work even further, have a look at Smart Sales Kit’s additional 3500+ sales and business documents that include a wide variety of professionally made and ready to customize agreements, contracts, sales presentations, emails, messages, worksheets etc.