An advertising agency, often referred to
as a creative agency, is a business dedicated to creating, planning, and
handling advertising and sometimes other forms of promotion and marketing for
its clients. An ad agency is generally independent from the client; it may be
an internal department or agency that provides an outside point of view to the
effort of selling the client's products or services, or an outside firm. An
agency can also handle overall marketing and branding strategies promotions for its clients, which may include sales as well.
Typical ad agency clients
include businesses and corporations,non-profit organizations and private
agencies. Agencies may be hired to produce television commercials, radio
commercials, online advertising, out-of-home advertising, mobile
marketing, and AR advertising, as part of an advertising campaign.
dies show that successful advertising agencies tend to have a
shared sense of purpose with their clients through collaboration. This includes
a common set of client objectives where agencies feel a shared sense of
ownership of the strategic process. Successful advertisements start with
clients building a good relationship with the agencies and work together to
figure out what their objectives are. Clients must trust the agencies to do
their jobs correctly and accordingly with the resources they have provided.
Breakdowns in relationships were more likely to occur when agencies felt
undermined, subjugated or even feel they don’t have an equal status.
Traditionally advertising agencies tend to be in a position to take the lead on
projects but results are best when
there is a more collaborative relationship.
Stronger
collaboration happens in situations where a personal chemistry has been
established between both parties. Finding out similar likes and dislikes,
points of view and even hobbies and passions. Personal chemistry builds with
the length of the client relationship, frequency of meetings, and how far
mutual respect goes between parties. This was one trait that advertising
agencies were perceived to not always have. It was suggested that on occasions
media planners and researchers were more closely involved in the project
because of their personal relationships with their clients.Successful strategic
planning is best when both parties are involved due to the bond between sides
by understanding each other's views and mindset.
Involved
advertising account planners are seen to contribute towards successful agency
client collaboration. Planners of advertising agencies tend to be capable of
creating a very powerful, trusting relationship with their clients because they
were seen as intellectual prowess, seniority and have empathy in the creative
process.
Agencies
All advertising agencies are called that because they are acting
as agents for
their principals which
were the media. They were then,
and are now, paid by the media to sell advertising space to clients.
Originally, in the 18th century, and the first half of the 19th, advertising
agencies made all of their income from commissions paid by the media for
selling space to the client
Although
it is still the case that the majority of their income comes from the media,
in the middle of the 19th century, agencies began to offer additional services
which they sold directly to the client. Services such as writing the text of the advertisement.
Agencies believe there is only one rule for advertising to be
effective: "it has to be creative.” Even more than the visual presentation
or wording, most agencies seek innovative ways to pass on the message to
consumers. Success comes when agencies are able to be creative enough to break
through the targets’ mindset and ignite a brand relationship. Advertising agencies
can either play it safe and risk losing the marketing war or can try to
constantly come up with fresh ideas.
Creativity
Use of creativity by agencies is "unexpected" because
so much advertising today is expected. This will capture the attention of
audiences, therefore the message is more likely to get through. There have been
many advertisements that have surprised audiences because it was not normal for
them to see that in an advertisement of that nature. The best use of creativity
is when the agencies make consumers think about the product or brand. The type
of creativity is distinctive communication which is breaking through the
clutter.
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