24 Mar Know your agency: How to pick the right team for the job
So you want to hire an agency.
How do you pick the right kind? That’s a very valid question, and if you’re in a pinch and trying to get things done as quickly as possible, you might even wonder what’s the difference between them all. Well, you’re not alone. It can be tough to decipher what some agencies actually do (especially when plenty of them claim to be things that they’re most certainly not).
We’ve got your back, and we’re here to demystify some of the most common types of agencies and what they actually do.
Let’s get this all cleared up.
Full-service digital agencies are known for taking care of every component of a campaign from concept to media buy. These tend to be the giants you read about in Adweek. Full-service teams are great for projects that span multiple disciplines and often outsource portions of their projects to smaller, specialized agencies.
These days, it isn’t very hard to find an agency that claims to be full-service, but it’s much harder to find ones that can deliver. And when they do, they’re not always budget-friendly. Though they can produce incredible work, smaller agencies have put the full-service agency in crisis mode.
There are countless specialized agencies popping up that offer specific expertise, which brings us to the rest of the agencies…
These are the people who will take care of your media buy. Ad agencies will think about your overall marketing strategy and help you figure out how to get your finished projects in front of the people you need to see it. Sometimes that means going through PR agents or a separate media agency that can place your ads, and at other times, they might even specialize in media planning themselves. Ad agencies buy space from networks, and then the agency is ultimately responsible for filling that space.
At the end of the day, they’re all about that ad buy.
(Oh hey! 👋🏽)
Creative agencies are the ones who take care of the actual content of your project. These agencies know the ins and outs of design and can either take on smaller projects or build long-term relationships with clients to help develop a digital strategy. Apart from overall creative strategy, these agencies also focus on any components needed to support design work like copywriting, UX, and branding. These are the people who see the big picture.
And remember: It’s important to optimize both the creative and its delivery.
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