Advertising Agency Case Study

Define the Role of the Advertising Agency

Examination of the strategic role of the advertising agency The strategic role of an advertising agency is such that these agencies can give an organization a competitive edge. The reason for this is that agencies have broad knowledge of entire industries. Advertising agencies often specialize in a given industry or industries that are related to the type of business in which a firm participates. Firms in the adverting industry also have access to some of the best printers, engravers, photographers, typographers, and other media people in the industry (Belch & Belch, 2012). Also, these organizations have created advertisements for multiple organizations, so they know what does and does not work. Agencies also seem to know how to divide an advertising budget to get the

In fact, at Ogilvy & Mather, a full-service advertising agency, 50% of the organization’s revenue comes from clients that want both consulting services and general advertising services (Bruell, 2013). Many organizations, such as Proctor & Gamble, want the consulting services to determine how to work in social media into the organization’s ad campaign (Bruell, 2013). Many firms also feel that, although a strategic partnership is important, it becomes more difficult to maintain this type of relationship over time (Harris & Taylor, 2003). In fact, over time, a high level of trust also develops, and the agency becomes part of the family (Harris & Taylor, 2003). With this familiarity, however, it appears that the agency feels as if it already knows what the client wants, and there is less and less of a partnership over time (Harris & Taylor, 2003). One of the most important aspects regarding the partnership is that the information provided by the client is kept private by the agency (Harris & Taylor,