What to Look for in an Advertising Agency

An advertising agency can be a valuable asset to your marketing efforts. Unlike traditional advertising, where a client retains the copyrights and ownership of the finished form, advertising agencies work as an employee of their clients. They perform planning functions, prepare advertisements for the media, and place them with them. The role of the advertising agency has shifted from that of a mere agent to a strategic partner. Here are a few characteristics to look for in an agency.

Lessons from Charles Barker

If you are starting an advertising agency, you should learn lessons from Charles Barker, who founded a successful communications agency in 1811. The savvy businessman used his connections as a messenger for the British King during the Napoleonic Wars to return to England faster than anyone else after the Battle of Waterloo. Barker's early insight into important events was crucial to the agency's success, so he partnered with influential banker Nathan Mayer Rothschild to create a unique communication strategy.

The company was originally founded by a man named Lawson and Barker. Charles Barker took over Lawson & Barker in 1830 and traded under his name thereafter. His contracts during this period were spectacular, including Rolls Royce, advertising films, and many international offshoots. But even his success didn't guarantee him a lucrative future. After all, he was a "crazy" businessman who needed the money and needed to find it.

Characteristics of an advertising agency

A good advertising agency should know what your company's goals are and have a clear vision of how you would like your company to promote itself. In addition, you should have a relationship with an account representative, who will be a valuable asset to you as an advertiser. Although advertising is an effective marketing ingredient, it can't achieve its full potential without other marketing ingredients, like the right mix of other promotion tools and a realistic understanding of your competition.

An advertising agency should be located near your company. Advertising agencies often prefer to work with companies that are growing and are based nearby. Agencies also prefer to work with advertisers who are experiencing a decline in sales and would be receptive to switching agencies. The following chart shows a typical advertising agency organization. Advertising agencies are divided into three broad categories: creative services, account management, and research and promotional services. Some organizations don't hire advertising agencies. Others feel they can accomplish their advertising goals more efficiently. Captive agencies are a common choice for some organizations. If you're going to hire an agency, make sure to build a good working relationship with the staff. Be sure to explain your marketing objectives and strategy to the advertising agency personnel.

Costs of working with an advertising agency

Most advertising agencies charge for their services. This fee covers everything from account management and creative services to media placement, advertising research and profit margin. Some agencies have monthly retainers as high as $150,000. Whether the agency charges a monthly retainer or a one-time fee, you'll need to decide what your budget is. While these fees may seem excessive, they are worth every penny. Keep reading for more information.

The cost of advertising varies widely. For example, a full-page print ad from a mid-sized agency could cost $2,000, while a similar ad produced by a larger agency could cost $3,000 or more. Those costs are acceptable to large corporations because they can be confident that the ad will be produced to the highest standard. However, a $10,000 difference might not be worth it to most companies.

Requirements for hiring an advertising agency

If you're looking to hire an advertising agency to create a marketing campaign for your company, you'll want to make sure that you know what to look for. Many agencies offer free consultations to prospective clients. They also keep up with industry news and have a well-maintained portfolio of past clients. During your free consultation, the agency should explain its services and what works and doesn't work for other clients.

Make sure that the creative team is made up of permanent employees, rather than outsourcing the job. Ask about their fee structure and how they measure their results. Ask whether they have specialized training for their employees. Also, make sure that you understand the goals of the advertising campaign and the creative team's roles in achieving them. Once you've answered these questions, choose an agency. Then, compare their answers.