Role of the Advertising Agency

Learn how an advertising agency can help your business reach its target market.
Learn how an advertising agency can help your business reach its target market. (Image: fleches image by herreneck from

Advertising agencies typically employ different professionals. Each of these professionals fills a specific role. While the ultimate role of an advertising agency is to help clients promote products or services, more detailed roles are filled along the way.


Some advertising agencies meet the marketing needs of a specific type of client, while others may be generalists. In the advertising agency world, the type of advertising is not the medium in which the advertisement is delivered, but rather what niche or area the agency focuses its efforts. The four main types are product, image, advocacy and public service advertising.

Client Attraction

Typically, the role of an account manager, one of the primary roles of an advertising agency, is to attract the type of clients it services. Once the client agrees to work with the advertising agency, the agency then works with the client to develop an advertising and marketing strategy plan. One or more account managers from the agency may be assigned to a client.

Idea Generation

Advertising agencies come up with ideas to promote and sell the client’s product or service. The agency uses a creative team to generate advertising ideas, design the advertising concepts and create the advertisements that will be used to implement the campaign. Some of the creative roles the advertising agency assumes for the client include copywriting, graphic design, and video and audio production.

Marketing Research

Full-service advertising agencies fill the role of researcher for the client. The agency conducts research to determine the client's market situation and competition. Advertising agencies use focus groups and market surveys to gain this information.

Media Planning

Advertising agencies also determine which types of media to disseminate the client’s advertising campaign. Advertising agencies employ cost structures, ad placements and scheduling to understand which mediums will reach the client’s target audience.


After the rollout of an advertising campaign, advertising agencies are also responsible for tracking and reporting the results to the client. This includes an evaluation of whether the campaign was a success and recommendations for future advertising campaigns.

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