CLIENT SERVICING STAGES

STAGE DESCRIPTION PROCESS

Agency is passed on the product

information, specific marketing
1 Client Brief objective with goals, commuincation
challenges, deliverables and delivery
deadlines.

Serving Team/Person is assigned to

record all the requirements and
2 Internal Debrief forward them to the relevant
departments within the same day as
receiving the brief.

Servicing Team/Person will assign

specific times when key members
3 Brainstorming Agenda will discuss insights that will lead to
creative communication
development.

Servicing Team/Person will follow up

with the assigned Art and Copy team
4 Creative Followup and keep track of deliverables within
the deadline and within the scope of
the brief.
 Servicing Team/Person will follow up
with the assigned Media, Strategy,
Media & Strategy
5 and Innovations team and keep track
Followup
of deliverables within the deadline
and within the scope of the brief.

Servicing Team/Person will follow up

with the assigned Finance team and
6 Finance Followup
initiate costing procedures within
the scope of the brief.

Servicing Team/Person will regularly

follow up with the assigned client
7 Client Contact
contact person to report the on-
going process on a day-to-day basis.

Servicing Team/Person either with

or without the other key members
8 Draft Submission
will submit the draft deliverables in
dated soft and hard copies.

Team will acquire feedback and/or

approval on all submitted items with
9 Approval/Feedback
a specific design & production
deadline in mind.

Servicing Team/Person will finalize

all financial documentation up with
Estimation &
10 the assigned Finance team and
Advances
submit to client in dated soft and
hard copies.
 Servicing Team/Person either with
or without the other key members
11 Final Delivery
will submit the revised deliverables
in dated soft and hard copies.

Vendor is activated in line with

12 Production deliverables. Proofing of all
materials in required at this stage.

Creative materials are released in

13 Release
media or in mass.

Activities should archive and monitor

14 Monitiring
all releases.

Monitoring reports should be

15 Reporting
accumulated and shared with client.

Servicing Team/Person will finalize

all financial documentation up with
16 Billing Closure the assigned Finance team and
submit to client in dated soft and
hard copies.

Servicing Team/Person will arrange

Vendor Payment deadlines with the assigned Finance
17
Closure team and clear all vendor payments
in the shortest possible time.
 Files/folders should be opened
(dated soft & hard copies) according
18 Filing
to client, project, and period for
archiving.
 CLIENT SERVICING STAGES

TOOLS DELIVERABLES MANDATORY

Acquire in-depth brief (both verbally

& written) with as much as
According to
background research as possible.
requirement - may
Establishing & maintaining a clear
be creative
Agency Brief, and single point of contact with the
strategy,
Minutes of the client is necessary at this stage. Turn
commuincation
Meeting -around time is crucial as well so the
routes, designs and
brief must be follwoed by an MM asap
moodboards, or a
that should ideally be generated to
full campaign plan
the other teams in unison with the
brief and research materials.

According to need one or all

departments of the agency should
receive the debrief: Servicing
Agency Brief, Team(reporting line), Creative Team
Status Report
Minutes of the (Art & Copy), Media & Studio Team,
(Internal &
Meeting, Creative Strategic Planning Team, &
External)
Brief Innovations Team, Finance & Admin
(if required), Other SBU of MAPL (ie
DM, SM, IRAPL, Shoogar, MAD, MEx,
etc).

Attention should be given so that

short and effective meetings can take
place that discuss the possible
insightful yet disruptive solutions
Idea Mapping, Status Report
rather than the problem or challenge
Deliverable List, (Internal &
or scenario. Open-ended discussions
Responsibility & External), Strategy
are to be avoided, thereby, all
Deadline Chart Key Note Paper
brainstorming sessions should end
with a defined way forward in tersm
of the given scope with assigned
responsibilities and deadlines.

Attention should be given to the

Email Notes & In-
deliverable medium (on-screen,
Person Allocation of
Creative List print, scratch, moodboard), design &
Time with Creative
branding details, and copy (headline,
Team
body, information).
 Attention should be given to build an
insightful, detailed, and action-
Email Notes & In- oriented plan that is in line with
Person Allocation of Media Plan, creative and media strategy and also
Time with Media & Strategic Plan that captures the essence and
Strategy Team addresses the objective in the mind
of the client in the most effective
manner.
Estimate, PO
Deadline, Advance Attention should be given to vendor
Email Notes & In-
Requirement, pricing, rate charts, applicable VAT
Person Allocation of
Vendor Quotes, and agency commision percentages,
Time with Media &
Requisition Needs, Gross Profit, and Billing Cycle
Strategy Team
Bill (if required at Planning & Forecasting
this stage)

Email Notes & In- Relationships between client-agency

Person Allocation of Status Report should be nurtured though proactive
Time with Client, (Internal & response mechanisms and need
Minutes of the External) forecasting. Effective management of
Meeting client expection is key here.

PPT, Word This is the pitch/evaluation period of

Document, JPEG Presentation, strategy and creative strength. All
Moodboards, Studio Technical & Cost focus should be on selling the big
Mocks (if required Report idea and proactively reacting to the
at this stage) client responses.
Email Notes & In- Post submission, this period is crucial
Design Approval
Person Allocation of to note all verbal and non-verbal
Notes, Status
Time with Client, commuincation that is understood
Reports (internal &
Minutes of the from the client side as a response to
external)
Meeting the draft submission.
Estimate, PO
Deadline, Advance Attention should be given to vendor
Email Notes & In-
Requirement, pricing, rate charts, applicable VAT
Person Allocation of
Vendor Quotes, and agency commision percentages,
Time with Finance
Requisition Needs, Gross Profit, and Billing Cycle
Team
Bill (if required at Planning & Forecasting
this stage)
 Attention to details is greatly needed
Designs/Layouts and in terms of proofing and editing any
Artwork,
Storyboards with minor area that had overlooked in
Storyboard, etc
Approval Notes terms of art, copy, branding, design
details, production specification, etc.

In-house print Constant monitoring on an hourly

station & studio, Open basis and physical inspections is
Vendor demanded at this point.

Release and insertion schedules are

According to
Open required to be maintained in the
media/medium
strictest fashion.

Record keeping methodolgy and

According to
Open storage facility should be considered
media/medium
here.

Evaluations and measurements of

According to
Open effectiveness is very important to let
media/medium
client in terms of future business.

Estimate Copy, PO
Copy, Advance
Email Notes & In-
Received, Vendor
Person Allocation of Bills should be closed within 3
Bills with Challan,
Time with Finance working days of release of materials.
Final Bill with Top
Team
Sheet & Breakdown,
VAT Challan

Estimate Copy, PO
All advances, actuals
Copy, Advance
Email Notes & In- service/production delivery according
Received, Vendor
Person Allocation of to standard and time, penalties (if
Bills with Challan,
Time with Finance any) and remaining balance payment
Final Bill with Top
Team should be directly handled by Finance
Sheet & Breakdown,
department.
VAT Challan
 Business case studies of the assigned
According to task and delivered service should be
Open
media/medium detailed in a short 'post project
review' form.
REMARKS

n/a

n/a

n/a

n/a
 n/a

Assign all signatories

MM can be derived
from in-person
discussions, emails,
phone calls, etc
(i.e. record should
be kept of each
point of contact,
however small and
insignificant)

n/a

n/a

n/a
 Design Approval
Notes will bear the
signature of
Servicing, Art, Copy,
Studio, and Client

Should be done
through a
trustworthy source.
Back calculations
and actvities should
be done for future
releases of the same
approved material
so that artwork can
be delivered in
time.
Can be done in-
house or through
external service
proividers

n/a

n/a

n/a
n/a