Agency Jargon

JargonI’ve learned some new definitions, I’m familiar with most since I’ve worked for advertising agencies but these are new to me…

Boutique Agency
Agency that specializes in the creative aspects of advertising. Boutique agencies offer only those services that have to do with the creation of advertisements. The staff is usually small and is composed entirely of copywriters and artists. Generally, the talent is very high caliber, and the services are purchased on a fee basis by the job. Often, a boutique agency will call in independent or freelance writers and artists.

TTL (Through the line)
Refers to an advertising strategy involving both above and below the line communications in which one form of advertising points the target to another form of advertising thereby crossing the ‘line’. An example would be a TV commercial that says ‘come into the store to sample XYZ product’. In this example, the TV commercial is a form of ‘above the line’ advertising and once in the store, the target customer is presented with ‘below the line’ promotional material such as store banners, competition entry forms etc.

FMCG brands (Fast Moving Consumer Goods)
Brands related to a type of good that is consumed every day by the average consumer. The goods that comprise this category are ones that need to be replaced frequently, compared to those that are usable for extended periods of time. While CPGs represent a market that will always have consumers, it is highly competitive due to high market saturation and low consumer switching costs.