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Ad Scholars Marketing SOP

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Updated on August 1, 2025
Objective:
  • Ad Scholars Marketing SOP outlines structured workflows for brand-building initiatives such as event participation, gifting, case study development, PR activities, and newsletter rollouts—ensuring consistency, impact, and alignment with company goals.
Agency Roadshows
  • To streamline the planning, execution, and follow-up process of Agency Roadshows where the Ad Scholars team presents its digital media offerings, products, and success stories to agency partners. The goal is to create a strong brand recall, build relationships, and open new opportunities through engaging and personalized presentations.
  • For step by step guidance, click here
Agency Roadshows
  • 1. Logistical Support
  • Confirm the final date and time with the agency.
  • Collect attendee count from the Sales POC to prepare materials accordingly.
  • Confirm if any giveaways are planned (e.g., Noon vouchers, merchandise, etc.).
  • Finalize the Ad Scholars team members attending the session.
  • If refreshments are to be arranged, coordinate with reliable vendors in advance (e.g., Katrina Sweets, Lebanese bakeries).
  • Check tech setup compatibility (laptop, projector, HDMI cable, etc.). Download the deck for offline access in case of poor connectivity.
  • Test Zoho or any demo platforms beforehand to ensure smooth functionality during the session.
  • During the presentation take some pictures for our LinkedIn content and post roadshow share it with social media Team to upload on LinkedIn (Check with the sales team who all will be tagged from the agency side)
  • 2. Presentation Support
  • Understand the client profile in advance through the Sales POC—identify brands they handle, category focus, etc.
  • Build a custom deck:
  • Highlight relevant case studies and campaign results.
  • Showcase creative mockups (tailored to the agency’s verticals).
  • Include Ad Scholars’ latest products, platforms, and innovations.
  • Include creative formats with visuals.
  • Limit the presentation to 25–30 minutes including demo and Q&A.
  • Coordinate with the Creative Team if custom creative ideas or mockups are required.
  • Prepare an interaction segment:
  • Include a quiz with ~10 questions based on the presentation.
  • Rewards for correct answers (e.g., Noon vouchers).
  • Post-meeting:
  • Prepare and circulate a detailed MoM (minutes of meeting).
  • Track follow-ups in the Sales Pipeline or internal tracker.
  • Keep supporting documents handy:
  • Creative Execution Sheet
  • Case Study Folder
  • Audience Snapshot/Inventory Lists
  • To standardize the planning, creation, execution, and reporting of emailers and newsletters across Ad Scholars. These emailers could include product announcements, campaign highlights, festive greetings, leadership content, or creative showcases, aimed at informing and engaging our media partners and clients.
  • Step by step explanation, click here
Ad Scholars SOP – Newsletter / Emailer Creation
  • 1. Calendar Planning
  • Refer to the AM Master Sheet to define quarterly or monthly newsletter timelines.
  • Highlight important occasions (e.g., Ramadan, New Year), product launches, new partnerships, or events that merit an emailer blast.
  • Update the marketing calendar accordingly.
  • 2. Lock the Dates & Themes
  • Identify the newsletter intent (e.g., Paramount+ shoutout, festive greeting, leadership article).
  • Confirm date of blast considering the recipient’s market calendar (avoid weekends, holidays, etc.).
  • Align with the Sales and Account Management teams on event relevance.
  • 3. Audience Database Building
  • Request the Sales Team for updated media contact lists: Name, Designation, Email ID, Agency.
  • Segregate the database based on market, seniority, or campaign relevance if needed.
  • Save and label the file with the month and campaign (e.g., “Feb_2025_Paramount_DB”).
  • Email Addresses Database (2025)
CountrySheet Link
GCCHere
IndiaHere
MalaysiaHere
PhilippinesHere
  • 4. Familiarize with Mailchimp Manual
  • Refer to the internal guide or onboarding doc (Mailchimp 101) for setting up audiences, importing contacts, and scheduling campaigns.
  • Note: Mailchimp login credentials are maintained with the Creative or Central Ops Team.
  • Training Manual here
  • 5. Content Development
  • Identify the core message and objective of the newsletter:
  • If it’s a product shoutout, include USPs, launch stats, platform reach.
  • If it’s a campaign success, showcase creatives, results, client testimonials.
  • If it’s a festive note, keep it personal, warm, and visually aligned with the season.
  • Ensure relevance and avoid information overload—focus on clarity, value, and visual hierarchy.
  • 6. Creative Layout & Design
  • Coordinate with the Creative Team for layout ideation and visual themes.
  • Conduct a brainstorming session if needed for custom illustrations or layout innovations.
  • Once ready, get sign-off from the Department Head and MD (Sri or Satheesh).
  • Previously done newsletters are here Link
  • 7. HTML & Asset Handover
  • On approval, the design should be HTML-ed for Mailchimp.
  • Share all required files with the Creative/Operations team:
  • Final creative
  • HTML file
  • Subject line
  • Audience database (specify which list to use if existing)
  • 8. Testing & Final Approval
  • Send a test blast internally to check design alignment, CTA links, and responsiveness.
  • Gather internal feedback and make edits if required.
  • Share final green light with Creative/Marketing to proceed with the blast.
  • 9. Post-Blast Reporting
  • After 24–48 hours, login to Mailchimp and pull analytics:
  • Open Rate
  • Click Rate
  • Bounce Rate
  • Unsubscribes
  • Top clicked elements
  • 10. Internal Reporting
  • Present the final campaign performance during the AM Weekly Call with the CEO.
  • Highlight learnings (e.g., subject line performance, audience engagement) to refine future campaigns.
  • Refer to AM master sheets > Newsletter Stats (GCC (Link Here ), India (Link Here ), Malaysia (Link Here ))
  • At Ad Scholars, we proactively develop award-winning case studies and publish impactful stories on LinkedIn to strengthen our brand positioning, highlight client success, and demonstrate innovative campaign execution. These case studies serve as a testament to our strategic thinking, creativity, and result-driven solutions.
  • Our case studies are crafted not only for marketing visibility but also to compete across leading industry platforms such as:
  • MMA Smarties (MENA, APAC)
  • MENA Digital Awards
  • Digixx India
  • The Drum Awards
  • Effies (Regional)
  • For step by step guidance, click here
Ad Scholars SOP – Newsletter / Emailer Creation
  • To standardize the planning, creation, execution, and reporting of emailers and newsletters across Ad Scholars. These emailers could include product announcements, campaign highlights, festive greetings, leadership content, or creative showcases, aimed at informing and engaging our media partners and clients.
  • Step-by-Step Structure
  • 1. Calendar Planning
  • Refer to the AM Master Sheet to define quarterly or monthly newsletter timelines.
  • Highlight important occasions (e.g., Ramadan, New Year), product launches, new partnerships, or events that merit an emailer blast.
  • Update the marketing calendar accordingly.
  • 2. Lock the Dates & Themes
  • Identify the newsletter intent (e.g., Paramount+ shoutout, festive greeting, leadership article).
  • Confirm date of blast considering the recipient’s market calendar (avoid weekends, holidays, etc.).
  • Align with the Sales and Account Management teams on event relevance.
  • 3. Audience Database Building
  • Request the Sales Team for updated media contact lists: Name, Designation, Email ID, Agency.
  • Segregate the database based on market, seniority, or campaign relevance if needed.
  • Save and label the file with the month and campaign (e.g., “Feb_2025_Paramount_DB”).
  • Email Addresses Database (2025)
CountrySheet Link
GCCHere
IndiaHere
MalaysiaHere
PhilippinesHere
  • 4. Familiarize with Mailchimp Manual
  • Refer to the internal guide or onboarding doc (Mailchimp 101) for setting up audiences, importing contacts, and scheduling campaigns.
  • Note: Mailchimp login credentials are maintained with the Creative or Central Ops Team.
  • Training Manual here
  • 5. Content Development
  • Identify the core message and objective of the newsletter:
  • If it’s a product shoutout, include USPs, launch stats, platform reach.
  • If it’s a campaign success, showcase creatives, results, client testimonials.
  • If it’s a festive note, keep it personal, warm, and visually aligned with the season.
  • Ensure relevance and avoid information overload—focus on clarity, value, and visual hierarchy.
  • 6. Creative Layout & Design
  • Coordinate with the Creative Team for layout ideation and visual themes.
  • Conduct a brainstorming session if needed for custom illustrations or layout innovations.
  • Once ready, get sign-off from the Department Head and MD (Sri or Satheesh).
  • Previously done newsletters are here Link
  • 7. HTML & Asset Handover
  • On approval, the design should be HTML-ed for Mailchimp.
  • Share all required files with the Creative/Operations team:
  • Final creative
  • HTML file
  • Subject line
  • Audience database (specify which list to use if existing)
  • 8. Testing & Final Approval
  • Send a test blast internally to check design alignment, CTA links, and responsiveness.
  • Gather internal feedback and make edits if required.
  • Share final green light with Creative/Marketing to proceed with the blast.
  • 9. Post-Blast Reporting
  • After 24–48 hours, login to Mailchimp and pull analytics:
  • Open Rate
  • Click Rate
  • Bounce Rate
  • Unsubscribes
  • Top clicked elements
  • 10. Internal Reporting
  • Present the final campaign performance during the AM Weekly Call with the CEO.
  • Highlight learnings (e.g., subject line performance, audience engagement) to refine future campaigns.
  • Refer to AM master sheets > Newsletter Stats (GCC (Link Here ), India (Link Here ), Malaysia (Link Here ))
  • Ad Scholars as a trailblazer in digital media innovation and campaign effectiveness. These platforms allow us to:
  • Showcase Our Excellence: Highlight breakthrough strategies, creativity, and performance across global campaigns.
  • Build Industry Credibility: Winning or even being shortlisted enhances our brand equity among clients, agencies, and partners.
  • Strengthen Client Relationships: Demonstrating their campaign success on global stages reinforces trust and pride in our partnerships.
  • Attract Top Talent: Awards are a reflection of our culture of innovation, making Ad Scholars an aspirational workplace.
  • Drive Business Growth: Recognition in reputed forums boosts inbound interest, opens new pitch opportunities, and differentiates us in a competitive landscape.
  • Page Link
  • Case Studies:
  • How To Build A Case Study for LinkedIn:
  • How To Build A Case Study for an Award:
  • Page Link
  • MMA 2024 Repository Link Here (This include all the campaign nominations, signed consent forms, voice over, scripts, approved video case studies)
  • To outline the standardized process for planning, executing, and delivering client gifting initiatives, typically aligned with key moments like Ramadan, Christmas, or New Year. Gifting serves as a thoughtful gesture to appreciate our media partners and strengthen long-term relationships.
  • For detailed explanations, click here
  • 1. What is Gifting?
  • Gifting is a bi-annual marketing initiative designed to acknowledge and thank our media fraternity—including planners, buyers, and decision-makers—for their continued support throughout the year. These gestures are aligned with culturally significant periods (e.g., Ramadan or year-end holidays) and executed as brand-positive PR acts.
  • 2. Eligibility & Recipient Selection
  • Who Gets the Gifts?
    Media Planners, Account Directors, Media Executives, and C-suite decision-makers across agencies and partners.
    Decision Process:
    Recipient list is finalized jointly by the Sales team and Senior Management (Satheesh / Sri) based on strategic value, relationship history, and relevance.
  • 3. Planning Timeline
  • Gifting discussions should begin 2–3 months in advance of the target occasion to accommodate:
  • Vendor shortlisting and approvals
  • Sample evaluations
  • Delivery logistics during busy seasons
  • International shipping considerations (especially for KSA and other GCC markets)
  • 4. Ideation & Proposal Process
  • Responsibility: Account Managers
  • Task: Present 3–5 gifting concepts to Higher Management, each including:
  • Gift description
  • Pros and cons
  • Cost estimates
  • Vendor options
  • Sample material availability
  • Delivery timelines
  • Packaging or personalization feasibility

Note: This is a detail-driven presentation. The Account Manager must be ready to answer multiple rounds of Q&A from higher management.

  • 5. Vendor Identification & Evaluation
  • - Gather quotations from at least 2–3 vendors for the same concept.
  • - Compare on key factors:
  • Pricing
  • Customization options
  • Delivery timelines
  • Responsiveness and flexibility
  • - If vendor lacks delivery capabilities, AM must explore local alternatives or courier services (e.g., Aramex for KSA as done in 2024).
  • 6. Recipient Database Preparation
  • Create a final recipient master list in Excel with the following fields:

 

NameAgencyGenderEmail IDAgency POCAd Scholars POCDelivery Address
  • Create a final recipient master list in Excel with the following fields:
  • 7. Gift Box Design & Theming
  • - Collaborate with the Creative Team to ideate a thematic box/packaging that aligns with the gifting occasion.
  • - Ensure consistency with Ad Scholars branding.
  • - All designs must be approved by Sri or Satheesh before production.
  • 8. Greeting Card / Newsletter
  • - A custom-designed card or digital newsletter must accompany the gift.
  • - Message tone: Warm, personal, brand-aligned.
  • - Encourage recipients to:
  • Share feedback via email
  • Post a photo with the gift on LinkedIn (optional PR opportunity)
  • Optional: Use QR codes or short URLs in the card to track social engagement or link to a thank-you video/message.
  • 9. Delivery Coordination
  • Confirm whether the vendor can manage direct delivery. If not:
  • Arrange courier services (e.g., Aramex for GCC)
  • Consider local delivery support per market
  • Double-check:
  • Labeling accuracy
  • Fragility instructions (if needed)
  • Dispatch timelines
  • 10. Financial Approvals
  • All costs related to gifting—vendor payments, logistics, printing—must be pre-approved by:
  • Head of Account Management
  • Managing Director
  • CEO
  • Maintain proof of approvals and invoices for finance records.
Quick Checklist Summary
TaskOwnerTimeline
Gifting concept proposalAccount Manager-2.5 months
Vendor quotes & samplesAccount Manager-2 months
Recipient list finalizationSales + Management-1.5 months
Gift box design approvalCreative + Sri/Satheesh-1 month
Greeting card/newsletterMarketing + Creative-1 month
Delivery plan lockedAccount Manager-2 weeks
Gifts dispatchedVendor / Courier-1 week
Feedback/PR follow-upMarketing+1 week

Repository Link: Here

  • We actively participate in key industry events, conferences, and summits to showcase our cutting-edge digital solutions, network with industry leaders, strengthen agency partnerships, and stay ahead of market trends. These engagements help reinforce our thought leadership and drive new business opportunities across regions.
  • For detailed guidance, Click here
Ad Scholars Participation of Event SOP
Step & DescriptionOwnerDeadline / TimelineChecklist (✓ if Done)
1. Event Identification
(Track key industry events via newsletters, invites, or client recommendations. AMs/Sales can flag events.)		AM / Sales2–3 months before event 
2. Internal Evaluation & Proposal
(Prepare a 1-pager with event name, reason for participation, type (booth/speaker), estimated cost, and suggested rep.)		AM / MarketingImmediately after event flagging 
3. Approvals
(Submit to Satheesh/Sri for final approval; loop in Finance for cost sign-off.)		Senior Management / FinanceUpon proposal submission 
4. Branding & Creative Requirements
(Post-approval, coordinate with Creative Team for booths, decks, flyers, and merchandise. Align with brand guidelines.)		AM / Creative Team2–3 weeks post approval 
5. Logistics & Planning
(Coordinate booth booking, shipping, hotel/flights. Ensure material readiness before event.)		AM / Marketing / Vendors2–4 weeks before event 
6. Presence & On-Ground Execution
(Attend early to oversee setup. Network with clients/media. Capture event photos and track leads.)		Delegate(s) / AMDay of event 
7. Post-Event Activities
(Share event recap on LinkedIn, track ROI, and follow up on leads. Document learnings.)		AM / Content / SalesWithin 1 week after event 

Past Events Repository: Click here

  • Ad Scholars’ PR & Publications initiative aims to strengthen our brand authority by consistently publishing thought-provoking, value-driven content across industry platforms. From leadership interviews and campaign spotlights to innovation showcases and cultural moments, we highlight our expertise, creativity, and market leadership. These efforts not only boost brand visibility but also foster industry relationships, attract talent, and drive inbound opportunities through earned media and recognition.
  • For More details, Click here

To position Ad Scholars as a thought leader in the digital advertising ecosystem by publishing strategic content through industry-relevant platforms, showcasing leadership insights, campaign successes, innovations, and internal culture.

Content Buckets & Ideas:
  • 1. Leadership Thought Pieces
  • Interviews with MD, CEO, or Country Leads on industry trends, tech evolution, or market outlooks
  • Opinion articles on topics like:
  • The future of gaming adtech
  • Brand safety in a programmatic world
  • Middle East media transformation post-2024
  • Industry commentaries (e.g., what Apple Vision Pro or AI means for marketers)
  • 2. Campaign & Client Success Stories
  • Case study spotlights in trade publications (e.g., Campaign ME, Exchange4Media, Communicate)
  • Behind-the-scenes stories of award-winning campaigns
  • Collaborative stories with partners (FIFA+, Paramount+, etc.)
  • 3. Product & Innovation Announcements
  • Launch articles for new proprietary formats like ScrollNest™, EchoFrame™, etc.
  • Strategic alliances with tech partners or media platforms
  • Innovation in CGI/interactive formats (showcasing execution journey + visual assets)
  • 4. Festive or Cultural Relevance
  • PR around seasonal campaigns or market-specific innovations (e.g., Ramadan in KSA, Diwali in India)
  • Leadership quotes on cultural intelligence in regional media planning
  • 5. Talent & Culture
  • “Day in the life” articles with AMs or Campaign Managers
  • “Meet the Team” profiles for LinkedIn or internal blog
  • Articles on internal events, DEI initiatives, team wins, or awards
  • 6. Speaking Engagements & Panels
  • Share pre/post writeups for industry panels, events (e.g., Step Conference, MMA, IAB MENA)
  • Post-event blogs with key takeaways
  • 7. Newsletter Columns or Industry Contributions
  • Monthly expert columns for newsletters (e.g., Ad Tech Trends to Watch)
  • Contributions to media journals, trade magazines, or even AI/digital podcasts
Execution Workflow (Brief):
  • 1. Ideation & Content Planning
  • Brainstorm topics based on quarterly business priorities, campaign milestones, or industry news cycles.
  • Lock the tone: thought leadership, opinionated, brand building, cultural, etc.
  • 2. Drafting
  • Use internal writers or brief ghostwriters (internal/external) based on availability
  • Include visuals (campaign images, product snapshots, leadership headshots)
  • 3. Review & Approvals
  • Content to be reviewed by Marketing/AM Lead, followed by MD/CEO for final inputs
  • 4. Publishing
  • Identify right platform (organic blog, earned media via PR partners, or paid placements)
  • Coordinate with editorial contacts or publications for publishing
  • 5. Distribution
  • Amplify via newsletter, LinkedIn posts, and regional media
  • 6. Post-Publication
  • Track reach, engagement, reposts
  • Maintain a live tracker of published pieces, leads generated, and impact
  • Srikanth Rayaprolu (10 July 2025)
  • Srikanth Rayaprolu (10 July 2025)
  • Neha Mehta (10 July 2025)
  • Neha Mehta (10 July 2025)
Add Your Heading Text Here (10 July 2025)

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Agency Roadshows, Award Partcipation, Event Participation, Gifting Process, Newsletter, Publications
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