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Advertising and media
Marketing agency types at a glance
| Agency type | Hire them for | Typical output | Check before hiring |
|---|---|---|---|
| Creative | Campaign ideas, launches, repositioning | Campaign concept, key visual, scripts | Media buying is often outsourced |
| Branding | Brand foundations and consistency | Strategy, name, identity, brand book | You get usable guidelines, not just a logo |
| Digital | Websites, social media, content, SEO, CRM | Site, content plan, community management | Which parts are really done in-house |
| Performance | Leads and sales from paid channels | Paid campaigns, tests, conversion reports | Ad accounts and data belong to you |
| Media | Deciding where and how much to spend | Media plan, buying, post-campaign report | Usually does not create the ads |
| PR | Media presence and reputation | Press relations, announcements, crisis plan | Be wary of guaranteed coverage |
| Event and BTL | Live experiences and in-store activations | Events, sampling, promo staff, logistics | How they handle problems on site |
| Production | Video, photo, animation and sound | Finished content files | Which director and crew you get |
| Agency type | Hire them for | Typical output | Check before hiring |
|---|---|---|---|
| Creative | Campaign ideas, launches, repositioning | Campaign concept, key visual, scripts | Media buying is often outsourced |
| Branding | Brand foundations and consistency | Strategy, name, identity, brand book | You get usable guidelines, not just a logo |
| Digital | Websites, social media, content, SEO, CRM | Site, content plan, community management | Which parts are really done in-house |
| Performance | Leads and sales from paid channels | Paid campaigns, tests, conversion reports | Ad accounts and data belong to you |
| Media | Deciding where and how much to spend | Media plan, buying, post-campaign report | Usually does not create the ads |
| PR | Media presence and reputation | Press relations, announcements, crisis plan | Be wary of guaranteed coverage |
| Event and BTL | Live experiences and in-store activations | Events, sampling, promo staff, logistics | How they handle problems on site |
| Production | Video, photo, animation and sound | Finished content files | Which director and crew you get |