Traditionally, ad agencies conceive and produce commercial messages that are delivered to a variety of audiences through different media outlets. These ads are typically used to promote products or services that are offered by their clients, known as clients or accounts. Clients are generally businesses (e.g. sole proprietorships, partnerships, LLC’s or corporations), but also can be government agencies and non-profit organizations.
The hit TV series “Mad Men” gave the public a glimpse into how advertising agency sales people pitch campaigns to clients. While the fictional version of this process involved grooming clients over martini lunches, modern sales representatives use data analytics, market comparisons and sales projections to convince clients they have what it takes to land the account.
Once an agency has landed the account, the creative team works with the client to develop strategies that will meet marketing goals and budget parameters. Successful strategic planning happens best when there is a strong bond between client and agency. This usually comes from establishing common likes and dislikes, points of view and even hobbies and passions.
An ad agency is often able to save its clients money by ensuring that their advertising dollars are being spent wisely. For example, ad agencies will help their clients avoid running ads during the Super Bowl when they know that their audience is not likely to be watching. Ad agencies will also know how to optimize digital display advertisements for maximum reach and effectiveness.