Advertising consultants are depended on for thought leadership and expertise.
Advertising consultants provide their expertise to companies on a short or long-term basis. Consultants are generally hired based on their background and experience in specific product areas. They generally work for companies that don't have a dedicated advertising staff or need additional expertise on a special project. They work as outside independent service providers on a freelance or structured retainer basis, and are not salaried company employees.
Ability to Identify Strategic Advertising Opportunities
Consultants are assigned to a specific project or assignment to assist companies with their advertising efforts. They must be able to ask pertinent questions to the person they will report to in order to fully appreciate the benefits that their products or services deliver to customers. They also must incorporate information about the company's marketplace mission, goals and objectives to help structure a clearly focused project or assignment description and develop a strategic approach to fulfilling work for the advertising project or assignment. A consultant's expertise could be used to come up with the creative work for advertising or to guide and direct the overall branding advertising efforts to launch a new product or business service.
Independent Thought Leaders and Team Contributors
Consultants can be hired to work on-site at company premises, independently in their own offices, or a combination of both. Some companies hire consultants when they are pitching a major new business account and need to demonstrate expertise in a certain area to win the account. Consultants are hired in these instances for their ability to contribute strategic insights and intelligence to help the overall company team effort to develop a winning new business proposal. For example, an advertising agency might hire a consultant to develop the media strategy for a new business pitch.
Using Additional Resources
Some projects might require the advertising consultant to use additional resources. For example, developing a positioning strategy might require market research, and hiring services to conduct a focus group or distribute a survey. It is important for the consultant to notify the client company of the need and cost for additional resources. The consultant also should be prepared to assume a supervisory role for fulfillment of services provided by outside suppliers and resources.
Reporting and Accountability
Advertising consultants must identify who they report to on projects and assignments, who they submit work, ideas and other contributions to, and provide timely feedback and updates on progress. They must be proactive in making sure that any questions or issues are answered so that the work they contribute is in alignment with the agreed-to direction for the advertising project. They also must provide advice and recommendations on areas to improve and enhance overall efforts.
Structured Services and Payment Agreement
Advertising consultants are typically hired on an hourly, fixed-fee or retainer basis. It is important that the terms are agreed to in the form of a contract to avoid conflict that could impede completion of services or result in nonpayment. As independent contractors, most consultants should develop a template to be used as the basis to structure agreements on a case-by-case basis for prospective clients.
After meeting with prospective clients, consultants should author and submit a customized agreement that clearly identifies the project or assignment goals, areas of accountability, timetable for fulfillment of project deliverables, and payment terms. The agreement should be signed by the consultant and a company representative who is authorized to approve payments before work by the consultant commences.
