A marketing agency is company that counsels and accompanies its customers in matters of internal and external communications. The marketing agency is responsible for guiding and accompanying companies, as well as for others in their choice of communication. The agency immerses itself in the world of the customer to improve and set up the best and the most cost-effective strategy of communication. The marketing agency is in charge of the internal communication to unify the staff with respect to the objectives of the company, and it’s also in charge of external communications to “ promote the image” of the company in the eyes of the public, external partners, providers, etc. The so-called global agencies take care of all the needs of marketing a company may have through five major areas of the communication field. Several areas offer their expertise. And that’s why we are saying that a global communication can work in advertising as well as in direct marketing. From a general point of view, all marketing agencies act under a standard protocol:
1. It performs an analysis of the existing communication.
2. It proceeds to the creation of a communication strategy destined for the public.
3. It designs a communication strategy specifically internal.
4. It entrusts the graphic studio with the task of creating the advertising image.
The marketing agencies need to listen to their customers and integrate their business components, in order to better understand their marketing problems. Customers are waiting for recommendations on their communication and creative solutions to put them into practice. The external communication is used to promote the image of the company to its customers and to a particular public it wants to target, through social networks, trade brochures or a website for example. There are so-called “global” communication agencies that take care of all the communication of their customers, from advertising to marketing. Other agencies are specialized and work only in certain well-defined areas of communication such as advertising, media, web, paper-based communication, marketing, public relations or press or events.
The clients of a marketing agency are companies, local authorities, associations or even liberal professions wishing to make themselves better known, to present their activities to as many people as possible, and ultimately to acquire new customers or reach a particular audience.
What is the role of a marketing agency?
The marketing agency’s main role is to promote the brand image of its customers to their prospects, their partners or their suppliers. For this purpose, it implements a communication strategy through actions and communication media. On the web, the essential tools are the website, e-marketing, social networks. In paper format, the business card, the information or commercial brochure, the flyer for a specific event, remain safe values in terms of communication.
With all these elements, the marketing agency offers what is called a “communication plan”. The latter defines and synthesizes all the operations and communication actions put in place, and allows a follow-up of the objectives to be achieved, after an analysis, a reflection and the arbitration of the communication actions to be carried out, in consultation with the client. The purpose of the communication plan is to present all the communication tools in focus and applied to convey the desired message. The agency is allocated a budget by its clients, either for a particular communication action, or for the whole of its communication plan to be put in place. It analyzes its sector of activity, its competitors, its budget, its objectives.
Legal obligations and responsibilities of a marketing agent
– Apply and respect the instructions and requirements of his client
– Keep the client constantly informed of his professional activities on his behalf.
– Provide detailed and regular reports on his management.
– Immediately return any money collected on behalf of the supplier (otherwise, interest may be charged)
Finally, be aware that in the event that a marketing agent does not take basic precautionary measures, he may be held liable for the insolvency of the persons with whom he contracts in the name and on behalf of the client.