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 four functions and they are:

(1) Client Services

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

(3) Creativity

(4) Account Planning


Factors To Consider When Choosing A Marketing Agency

Clientele – Client base
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 services

Account services
Marketing Services
Creative services
Management & Finance services

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. Most of this video we are covering about this media business


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 videos


Here are the few top media agency companies:

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


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