An advertising agency or ad agency is an organization that provides services to business organizations for advertisement and marketing. They are dedicated to creating, planning and handling advertising and promotions. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. The clients of ad agency are usually businesses and corporations, non-profit organizations and government agencies. Agencies may be hired to produce television commercials and radio commercials as part of an advertising campaign.
Ad agencies can be in all sizes from small to medium sized agencies and offer variety of services like Creative agencies specialize in creative or design-based business models: their basic interest is in the creation of the advertisement or branding.
Some ad agencies offer services like media buying for advertising campaigns. Media buying agencies are good choice for larger businesses. These agencies provide services for the strategic planning and function of an advertising campaign. Then there are Specialist advertising agencies which provide full-service for general-line advertising. There are also agencies that specialize in particular kinds of advertising: recruitment, help-wanted, medical, classified, industrial, financial, direct-response, retail, yellow pages, theatrical/entertainment, and investment, travel, and so on.
In USA, there are many advertising agencies that provide services for in-house advertising. In-House agency is a team that focuses on one goal to sell the company’s product; they will handle all aspects of the brand. These agencies build up an image of brand over a number of years, therefore creating continuity between all aspects of separate campaigns.