Knowing what type of agency you need is not always easy, especially if you do not even know what it is you really need… and the concepts of the agencies will not be any fewer: media agency, advertising agency, communications agency, web agency, PR agency, digital agency and so on. So what do the different consultants really do for you?
Those who are close to each other are:
-
Web agency / Digital agency – the web agency has a greater focus on the website overall and how it works. These agencies, for example, help you build your site and service it from a technical perspective. A digital agency takes greater responsibility for your digital channels and customer journey, project management, optimization of SEO and to some extent also content (sometimes).
-
Advertising agency / Communication agency / PR agency – an advertising agency focuses on what you communicate and how, with a stronger focus on the message not the channel. A PR agency focuses on organic exposure, for example, to be seen without paying for it and to establish the brand in the right context and in the right environments. A communications agency moves in the space between the two previously mentioned.
-
Media agency / Communications agency – for a media agency, it’s about buying media for their customers, and getting the right exposure based on the brand platform you have created (often together with an advertising agency or communications agency). A communications agency can sometimes help with this as the tools for buying media have become simpler and more accessible.
The Digital Agency
If you hire a digital agency, you probably have a greater need to establish a digital presence, and probably less knowledge of how to proceed. You get the skills needed to build your digital presence on your site, in your social media channels and to create content that makes you searchable. Common skills at a digital agency include: Project Manager, Digital Strategist, Designers, UX, Conversion Specialists, SEO Specialists, Digital Analysts, Front-end developers, Back-end developers, Content managers, Domain and rewrite specialists, and testers.
The advertising agency
An advertising agency is important if you want to clarify your market position and what your brand stands for. You get help with developing a structured plan for what you communicate, how you communicate it and who the customer is. An advertising agency is so important and often becomes an integral part of your business as they really delve into what you stand for, where you are going and who the customer is. Common services & roles an advertising agency provides: Creative Director – Responsible for the creative process and that the final delivery is of high quality, Project Managers, Art Directors, Strategists, Copywriters, Designers and Production Managers.
The media agency
The media agency helps launch your strategies and drive branding and traffic to your digital channels (or stores). The media agency often has established contacts with various publishers and media channels that they use for their customers. Media purchases that a media agency often helps with includes: print, TV, cinema, keyword advertising, social media, events, etc. A media agency has expertise in the various advertising platforms that can often be very technical. They also help to report on the various activities so that you as an advertiser have an overall picture of your advertising.
