Understanding the way an agency works is important and I am thankful for being able to learn to create and manage an agency for this school assignment. In this business of managing an agency, there were different roles that we could take on. I took on the role of the Client Services Director in this Events Marketing agency.

In the proposal, I was in charge of developing the business and finding new clients and opportunities. My team and I came up with the philosophy of 'Woohoo!' which we believe in delivering beyond the clients' expectations and for our ideas to touch their hearts.

I had to look for brands in the regions that the agency wants to venture into: Malaysia, China, and Indonesia. This would mean that I have to build connections and know the cultures of the different countries well and service the clients according to their needs without being insensitive to their cultural values. Before starting up an agency, we need to realize what the opportunities are and what are the gaps that we can close and provide creative solutions to the issues. Thus, I had to do industry analysis and support the idea why Events Marketing would work if we were to set up an agency.

Eventually, we pitched our business idea to one of the global advertising agencies and received constructive criticism on how to make it better if we were to really manage and execute this proposal. I have learnt a lot about the agency structure in this module Agency Business Management, it is really interesting to see how the different business entities work and we even had tours around the various agencies – which help expand our knowledge about working in this industry in future. 

I did the research on the Impact of Events Marketing and proposed the list of clients that Tong Fang Agency should pitch to.

(Deck below was designed by my Creative Director - Patricia Siswandjo)