Task 2

As i said in my previous entry, I would want to place myslef in the Greater London area, as this is where the majority of my clients would be based. The client base for advertising is many and varied, as anyone who has a business needs advertising. This makes it dificult to say where they are in particular. The way it would work in terms of reaching clients would be using a body such as the IPA. The IPA list clients who have work that you can pitch for and then you would compete with other agencies to win the account. Another way to reach clients would be to check the industry press for details on what accounts are available or have been recently lost then approach the client. You could also do speculative work, where the account may not be available, but you create a campaign for it anyway and then approach the client. From a PEST point of view the advertising industry is not affect by most of this directly. An advertising agencies success is dependent on the clients media spend. For example, in the current recession the first thing that a struggling business will cut back on is its advertising spend. This is an economic factor that while it does not directly effect advertising, does affect the businesses that advertising agencies depend on. The same could be said about political, social and technological factors. Each agency wil have its own style of advertising, so this wil affect what clients are more likely to go with them. It is therefore important that client know what your style is. It is rare for an agency to segment themselves in terms of style, however this could be done in terms of digital media, direct marketing or ful integration.