According to Statista, There are around 14.000 advertising agencies in the U.S. They all have different focuses and orientations. With so many types of agencies, it’s difficult to keep track – because the names are similar, the services are so different.
We help you by giving you an overview of the most common agency types. At the same time, you will receive tips on how to find the right service provider for your needs. In short: we comb the sand for you and find real treasures together.
Why use an agency at all?
Often in small and medium-sized companies, the choice of an agency is project-related. But even large companies usually rely on external help when it comes to marketing. It’s obvious why this has worked.
First and foremost, agencies are a hotbed of creative experts with a wide variety of talents. Many creative people hire there because of the wide range of opportunities and projects. Of course, this does not go unnoticed by the companies that are happy to draw on these skills.
Just for small and medium-sized companies, it would be more complex to set up a separate department that can provide such a service. After all, it would need designers, programmers, and copywriters … So it makes sense to hire external specialists for this. Even large companies often cannot be so well positioned in all areas of the creative process.
Because agencies stand above all for expertise and creativity. They can look back on a wealth of experience with a wide variety of customers. Overall, it would therefore be more difficult to build up such a rich, fruitful structure in the company itself than to maintain good cooperation with a service provider.
These types of agencies exist
Of course, there are a large number of agencies that are also active in a wide variety of areas. In our list, we therefore only refer to marketing and advertising agencies. Of course, there are also some in the areas of PR, events, models, booking, etc. We are also excluding the area of radio media (TV, radio) at this point, as it is of little relevance to the majority of companies for various reasons.
Print Agency: Experts for printed matter
Probably the oldest form deals exclusively with printed matter. This includes various advertising media such as flyers, brochures, and catalogs, but often also magazine ads or advertising posters. Print agencies are familiar with the requirements for successful offline marketing and thus achieve the best possible print results. In some cases, different priorities are set. So there are e.g. B. Providers who specialize exclusively in billboard advertising.
If you only want to advertise with printed matter, this is the right choice for you. However, many offline specialists now also offer online services. However, you should critically examine whether you really have enough expertise and experience to implement your project in a meaningful way
Web agency: everything the internet has to offer
No doubt: The majority of marketing now takes place online. The offers in this area are correspondingly diverse. The classic web agency offers its service for online marketing, taking into account various focal points.
Possible focal points include:
- Search Engine Marketing (SEO and/or SEA)
- Social Media
- Web designB2B or B2CWeb Development
- E-Commerce
Such an internal focus often goes back to the time when the company was founded. After all, as a new service provider, you can’t offer everything and so you start in a certain area. Some always keep their specialization, while others broaden their offer over time. Whether you choose the specialized or a more diverse variant ultimately depends on your needs and the respective service provider. If you only need support in a certain area, you’ll do very well with real specialists. Otherwise, a wide range offers you more options.
Full-service agency: the all-rounder
The classic full-service agency offers you all services from a single source. Whether offline or online – here you will be looked after and cared for all around. This has both advantages and disadvantages.
The disadvantages first: Isn’t it often the case in restaurants that a large menu card is a deterrent? After all, no chef can manage 100 different dishes without the support of the good old freezer.
How is one service provider supposed to cover so many areas?
The answer to that is simple: It simply depends on the size and structure of the company. Of course, five people will not be able to adequately depict the entire world of marketing – unless they look after a maximum of 2-3 customers. However, if the service provider is larger and the departments are set up correctly, it is quite possible to collect enough know-how in the various areas.
That also works directly to the advantage of the full-service agency: it is, as the name suggests, the complete package. You have a permanent contact person. A provider with whom you coordinate and coordinate your marketing measures. A service provider who gets to know you as well as possible and acts perfectly tailored to your needs.
Of course, this requires a lot of experience and skills on the part of the agency – and on your side some confidence. But ideally, you will get this trust repaid with the best possible performance.
How to choose the right agency!
All-rounder or specialist, small and local or huge creative business – the decision for a service provider is difficult for many companies. To make this decision-making process easier, we have put together a list of questions for you.
- Are you looking for a specific service or comprehensive advice?
- Does the selected agency offer your desired service? Does it employ proven experts in this field and have a wide range of references?
- Does the agency take the time to really get to know you and your needs before you are commissioned?
- Is the service provider available to you locally or far away?
- Already customers from a similar industry?
- Do you have experience with companies of your size? Or do you only work with smaller or larger customers?
- Is the offer tailored to you personally or run-of-the-mill?
