The continuing evolution of the advertising agency (ad agency) is such that an advertising agency can provide far more than advertising. A full service agency is one that provides a comprehensive menu of services, including advertising, branding, direct marketing, sales promotion, package design, product placement, media planning and buying, traffic, event planning, public relations, sports marketing and an ever-evolving list of attributes that contribute to the marketing and selling of their client's goods and/or services.
For economic reasons, and because taking on a new client includes many initial internal agency expenses that are generally meant to be amortized over time, advertising agenciesb prefer to establish an Agency of Record (AOR) relationship with their clients. An AOR relationship includes a contract for a stipulated duration, encompassing details regarding fees, commissions, ownership and rights, as well as termination clauses.
Work done by an advertising agency (ad agency) without the benefit of a contract (or written agreement) is referred to as "project work." In that case, each and every "project" stands on its own and is priced and managed accordingly.
In considering advertising agency (ad agency) candidates for hire, it is no longer sufficient to
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