Advertising Agencies

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Recommended: Major marketing strategies

Advertising is the primary source of communications between a company and consumers. Companies may choose in-house advertising or utilize an outside advertising agency. The amount of money that has been allocated for advertising plays a large role in whether a company uses an in-house source or an outside advertising agency. Utilizing an outside agency has several benefits including:
• Reduced costs such as less employee time spent on promotion and design
• More expertise
• An outside perspective
• Access to talent (Clow & Baack, 2014, p. 121)
Outside agencies can provide all or part of the services needed. Some agencies providespecialized services while others can provide services in all avenues of marketing and promotions. Agencies that provide full services not only create ads but develop a full marketing approach for their client’s product or service.
Advertising agencies work with their client company to determine the target market and the best way to relay the company’s message. They then create a message theme and design an ad utilizing the best message strategy, executional framework and spokesperson.
The Advertising Agencies
Three of the top ten advertising agencies were selected for comparison. The agencies are the Grey Group, BBDO, and Wieden+Kennedy. Each agency provides a full range of services and retains an impressive line of clientele. The Grey Group first opened their doors in 1917. Their portfolio includes clients such as the NFL, Direct TV, Playtex, Olive Garden, E*TRADE, Febreze and Cover Girl. BBDO has 127 years of experience in the advertising arena. Their well-known client list includes AT&T, Lowe’s, Visa, Mars, Mercedes-Benz, and HP. Wieden+Kennedy have only thirty years of experience. Nik...

... middle of paper ...

...ting, branding, advertising, and promotions. Working with the client company, the agency creates an ad design.
Most advertisers include an affective message strategy in their advertisements. An affective message strategy is used to elicit a person’s emotions. Emotional appeals are made in the majority of these commercials. Emotional advertising is effective in building a connection between the consumer and the brand.

Works Cited

BBDO. (n.d.) Worldwide clients. Retrieved from: http://www.bbdo.com/files/upload/bbdo_fact_sheet.pdf Clow, K. & Baack, D. (2014) Integrated advertising, promotion, and marketing communications. (6th ed.) Upper Saddle River, NJ: Pearson Education, Inc.
Grey. (2013) Famously effective since 1917. Retrieved from: http://grey.com/about
Wieden+Kennedy. (2013) Ivoryisms [Video file]. Retrieved from: http://www.wk.com/

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