Advertising agency: what it is and how it works in practice

By May 18, 2020No Comments

“A brand without advertising is a dead brand.” With this phrase, Zaioa Ortega of Procter & Camp; Gamble, expresses the importance of advertising today.

This phrase allows us to reflect on the scope that a brand can have with the help of advertising. Logically, no one wants to have a dead brand and that is why every businessman pays special attention to this department, although often independently.

For this reason some doubts may arise: am I doing a good job with my brand? could I do a better job? with a different path could I get better results?

In this post you will learn a little more about advertising agencies so you can decide if its time to have the help of one of them.

Here we go!

What is an advertising agency?

An advertising agency is an organization that advises the advertiser in everything related to the execution of an advertising campaign, directed to a specific public with a predefined budget.

The agency provides its services for the creation, execution and distribution of an advertising campaign. The distribution can be done in the traditional media such as television, radio, magazines, newspapers, etc, or it can also be done in the digital media such as website, social networks, blogs, forums, etc.

What is the difference between an advertising agency and a marketing agency?

After having seen these things about advertising agencies, you may have doubts about the difference between an advertising agency and a marketing agency.

So Ill summarize it for you.

As we have seen, an advertising agency is basically dedicated to creating, executing and distributing an advertising campaign, while a marketing agency goes far beyond that.

The work of a marketing agency starts much earlier. It is dedicated to create the strategy as a whole, it starts discovering who the ideal customer is and creating the buyer person, determining a communication language and segmenting the audience so that the advertising agency can do a good job. Afterwards, it is the marketing agency that does the follow-up and data analysis and determines the path to follow for the campaign according to the results.

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As you can see, the work of the advertising agency is complemented by the work of the marketing agency. Therefore, if your company already has a marketing department or a person responsible for this, you only need an advertising agency, otherwise you will first need a marketing agency.

How to choose an advertising agency?

Here are some points to consider when choosing an advertising agency:


A very important point before choosing an advertising agency is to find out if the agency you are considering has already worked with your industry, it is a plus if they already know and understand your market in order to achieve better results


Another very important thing is this point, if the agency works with other companies in your sector, you must be sure that your brand information is totally secure.


Campaigns are worked with deadlines and it is essential that the agency strictly complies with them.

Level of professionals

Choose an agency whose professionals are recognized in the market and do creative work, this last point is fundamental to obtain better results.

A little bit of history…

Before advertising agencies came along, lets look at a little bit of this story…


The first known advertising agent was William Tayler. This professional sold advertising space in the London newspapers.


In this year James White, besides selling advertising space, also began to write ads and thus became the first “copywriter”.


The first advertising agencies were created in London: Newton & Company and Baker & Company, which sold exclusively advertising space, were known as Ad Agencies.


Volney Palmer opened the first advertising agency (already under this name) in Philadelphia, USA, the agency was called News Paper Agency.


The advertising agency “Calkins” is the first to create a complete plan for an advertising campaign.

From there many things changed about the operation of an advertising agency, but it was all thanks to this natural evolution that occurred until the 19th century.

Interesting, isnt it? If you liked the post and want to go deeper into the subject, find out everything about advertising by reading this very complete article.

Good reading!

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