Agency is a company which provides services like Planning, Implementing, Handling and Manage Advertising campaigns on behalf of Advertisers or Clients

These agencies get the agreed percentage of margin from the advertiser media budget.

About Agencies

  • Independent Organisation
  • Works for advertisers
  • Composed of creative people
  • Develops, prepares and places advertising in media
  • Service organisation
  • Skilled Professionals and specialists

Most agencies have below functions and they are:

(1) Client Services

(2) Marketing Services

(3) Media buying and planning for their clients or customers

(4) Management & Finance services

(4) Account Planning, Management & Finance services


Factors To Consider When Choosing A Marketing Agency

  • Location
  • Compatibility
  • Background
  • Clientele – Client base
  • Budget
  • Credibility – past record
  • Expertise & Experience
  • Management Skills
  • Agency size and Financial strength
  • Types of services on offer
  • Image of Agency and it’s Ranking
  • Rates Charged by Agency
  • The agency is working for competitors


Let’s understand the role of the Agency in the ecosystem

  • Creating an advertisement on the basis of gathering information about the product.
  • Doing research on the company on the product and reactions of the customers
  • Planning for type of media to be used, When and where to be used, and for how much to be used .
  • Taking the feedback from the clients as well as the customers and then deciding the further line of action


Types of Ad agencies

  • Traditional ad agency which focuses on traditional forms of Media such as newspapers, radio, print, TV commercials etc.,
  • Digital Ad Agency specializes and focuses on Digital channels
  • Social Media ad agencies focuses on everything related to social media advertising
  • Branding Agencies focus on Branding objectives of advertisers and works for everything related to it
  • Creative agency works for brand’s design and graphics all related to this creative business
  • Media Buying Ad agency focuses on buying and planning media
  • Ad agencies work with different players in the ecosystem with respect to media buying. Let’s understand them one by one in detail


We already discussed that media agency works on behalf of advertisers and here you can see advertisers are connected to the agency

With the help of ad technology platforms like ad servers, media agencies can connect to other players and technology platforms like Publishers, Ad Networks, and Ad Exchanges.

Also, they use other technologies for various purposes of reporting, verification, creative services, measurement, etc.

We have already covered Advertisers, Publishers, and Ad servers and will discuss more ad networks and ad exchange in the next posts


Here are the few top media agency companies:

WPP, Omnicom Group, Publicis Groupe, IPG, Dentsu, MDC partners, Havas, Hakuhodo


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