Learning library
Unit 3 · Implementation and Agencies · Module 21 of 40
Types of Advertising Agencies
Learning objective
Distinguish full-service, creative boutique, media independent, digital and in-house models.
Concept summary
Full-service agencies bundle strategy, creative and media; boutiques sell craft depth; media independents sell buying leverage and neutrality; digital and performance shops sell velocity; in-house teams sell speed, cost control and data proximity at the cost of outside perspective.
Application task
Recommend an agency model for a startup and for a large advertiser, with two reasons each.