Selecting the Top Advertising Agency for Your Business Depends on the Metrics You Measure

Many advertisers are looking for the top advertising agency for their brand. But what constitutes a top advertising agency? And how do you go about identifying and selecting the best advertising agency for the brand or organization?

The most obvious answer is that the top agency is the one that enjoys the highest profile in the industry. But what does this mean? Is it the one that wins the most advertising awards? Or the one with the most effectiveness awards? Or the one winning the most business?

The answer is that the best advertising agency for any advertiser depends on what criteria you chose. And the choice of criteria depends on the strategic requirements the brand or organization has of the agency.

This seems obvious, but it is a consideration that is often overlooked in the rush often observed in the process of selecting the advertising agency to act like a panacea to poorly performing advertising and marketing plans.

We have seen marketers select an agency based on industry reputation and profile alone. While this may appear like it is a good starting point, it often does not deliver the promised results because of a misalignment of the agency to the strategic needs of the advertiser.

The reason is obvious when you look at how the industry defines a top advertising agency compared to how you may define a top-performing agency against the strategic requirements.

When you look at how agencies build their reputations it is usually through the trade publications who report on the market place. The stories the trade-press report on are: business wins and losses, new campaign launches, creative awards, effectiveness awards and senior appointments.

Of these topics, the most insightful are the senior appointments as all of the other topics are usually dependent on the quality and depth of the relationship between the agency and the advertiser.

The big mistake some advertisers make is appointing an advertising agency with a reputation for creating outstanding work, only to be disappointed that their relationship with the same agency produces less than expected results. The reason is invariably because of the advertiser and the way they engage with that agency.

Rather than selecting agencies based on their reputation, it is more important to carefully define what attributes would be required by your brand or organization that would categorise advertising agency performance.

This is more than simply functional discriminators such as expertise, capabilities, client experience, size, resources and the like. It is also the more intangible discriminators like culture, trust, philosophy, attitude and chemistry.

Of course, the industry will continue to define the top advertising agency against the accepted criteria that make compelling reading in the trade publications. But it is more important that at best this is a starting point in the selection of an agency and not the only criteria in the selection of the right agency.

Services Offered by Advertisement Agencies

An advertising agency specializes in the creation of an awareness of different products and services. This can be done be utilizing different media such as television, radio, billboards, the web or other mediums. The main aim is to popularize a product or service to increase sales. An agency can take different forms; it may be a small organization or an international conglomerate.

Types of advertising agencies include:

· Generalized

· Specialist

· In-house

These are just a few different types of advertising agencies. Some organizations or businesses will choose to hire an advertising agency whether they have their own in-house marketing department or not. A good advertising agency can promote a product or brand very effectively as they provide an outsiders view and could bring something extra to the table which the client may have over looked.

Generalized agencies will deal broadly with advertising as a whole so if you don’t have in-house marketing then they can take care of everything from creative design, strategic planning to internet marketing.

Specialist agencies, well its all in the name. If your industry is a little more specialized, for example if you are in the biotechnology industry you may need an agency that has a more in depth knowledge for your field. Their expertise can make the difference between a great advertisement that is meaningful and a mediocre one.

But if you are looking to be a bit more hands on with your advertising, you may look to have your own marketing department and supply in-house advertising, where a company or a business will act as their own agency in order to have a dedicated team, operating under the companies’ supervision.

You may also look to social media agencies and search engine agencies. They may not produce visual images, and digital media as other advertising agencies do but these industries technically are advertising agencies. And can make a big difference in promotion of your products to potential customers and traffic to your site.

Whichever agency you choose to use there may be several different departments within an agency that will oversee different services.

Advertising agencies offer various services that include:

· Marketing services: market research, promotion, event marketing etc.

· Content business: involves the sale of broadcasting, sponsorship and other rights and the production and marketing of such content like films, sporting events, animated content and other entertainment.

· E-solutions and Digital Marketing: customer relationship management and e-business consulting, system integration services, search engine optimization, search engine marketing, social media marketing and e-promotions.

· Integrated branding services: involves assuring clients with branding services that will take care of the communication needs in an excellent manner.

All About Advertising Agencies

Advertising agencies are those firms that book advertisement space and time, design print on television, radio and internet advertisements, create new promotional ideas and do research surveys to help a client enter and succeed in a particular chose market. Advertising- agencies are not dependent on the advertisers because they have their own set of principles for the services they provide on behalf of their clients. The usual clients of advertising `agencies include corporations, partnership and sole proprietorship businesses, nonprofit seeking organizations and the government agencies. Depending on the aim of the advertisers, advertising. agencies may be employed to create commercial messages. This is also known as an advertising campaign. Such agencies can be small or large. Their size can be measured in capitalized buildings. Now capitalized buildings are the total of all the measured business which passes through the hands of the agencies. Such agencies having a large number of employees normally have multiple locations. The additional offices may be regarded as service offices, and provide local services.

The constant evolution of advertising: agencies is such that they can provide far more than normal advertising. A complete package of such agencies takes into account the services of branding, advertising sales promotion, public relations, event planning, traffic, media planning and buying, package designing, sports marketing, product placement and marketing and selling of the goods and services of their clients. For many economic reasons, advertising agencies prefer to set up an Agency of Record relationship with their clients. This relationship contains a stipulated time limit and has details regarding fees, ownerships, commissions as well as termination clauses. A project work is the work done by advertising agencies without any concern for benefit. In such cases, the project is independent, and the price is managed accordingly. If we consider the likes of advertising agencies, then it can be assumed that the firms only produce advertising.

Advertising agencies cater for valuable resources of any enterprise which seeks to increase the customer base. Such agencies are generally backed by firm knowledge about media placement and business strategy. The focus of various agencies may be different. Some may provide for a few large clients and not consent to new accounts. At the same time, some agencies may maintain stability with bigger companies. The bigger companies can also improve the reputation of small businesses. Ideally the advertising agencies should be familiar with the concerns of the small businesses. They must understand the considerations of the small businesses.

One of the best ways to choose from advertising agencies is to ask someone whom you can trust. If there is any advertisement that you genuinely like, then you can call up that business and leave a compliment for their pleasurable taste. You can then go on to ask about who does their advertisement copies. The relationship between the client and the agency should be based on trust. You can choose to work with any of the agencies with whom you have a substantial relation. The services that you will get will cost a considerable amount which will make you feel positive about your satisfaction throughout the relationship.’