Types of Advertising Agencies

Advertising Agency Types

Full-Service Agency

Provides all services necessary to handle the total advertising function, including planning, creation, production, placement and evaluation of advertising.

Tasks include:

Diagnosing the marketing ("peeling the onion")

• Who’s the target market?
• Where’s the target market?
• Demographics and psychographics
• Determine product features and benefits
• Evaluate competition

Setting objectives and developing strategy

Positioning or branding the product. Give consumer an image or concept to grasp.

Creating the communication

Deciding on "creative," produce ads.

Notifying trade of upcoming campaign

Billing and Payments

Specialty Service Agencies

These do not offer the entire range of services that a full service agency does. Any of the agencies below would be considered a specialty agency.

Talent and Production Agencies

Usually offers talent like entertainment stars or well known persons as spokesmodels, plus writers, directors, etc for creative part of advertising process. E.g. LeBron James

Independent Creative Services

Boutique agencies that serve special niches or offer creative talent on a freelance basis. Strictly creative: no research, account execs, media buyers etc.

A La Carte Agencies

Offer a menu of services related to advertising. You choose from the menu, they charge according to individual services.

Rolodex Agency

Very similar to an a la carte agency. Hired guns. Often provide individuals for specific services, specific times, or specific projects.

In-House Agency

Some big companies have their own advertising departments which are “housed” within their own property.

Media Buying Services

Specialize solely in placing ads with different media outlets.

Provide specialized expertise and may be able to negotiate better deals for clients because they control multiple accounts.

Also see: an overview of advertising agencies and how to choose an advertising agency.