Marketing vs Advertising agencies – what’s the difference?

What’s the difference?

When a business decides to engage the services of a professional agency to increase sales and brand awareness they face the decision of what agency can best deliver on their needs – a marketing or advertising agency. Before you can determine the best fit for your business, it’s important to understand the differences between the two. Let’s take a look.

Advertising agencies

As the name suggests, the primary specialisation of an advertising agency is all things advertising. Across formats including, print, radio, television, direct mail and digital, creating advertising material is what they do best. Advertising agencies will have specialist copywriters, designers and brand strategists, and depending on the size of the agency they may also have capabilities for other promotion materials, research and some marketing capabilities. Again some larger agencies will have a media planning and buying department but typically an advertising agency will work with a media agency to determine the channel selection and buying for the advertisements they’re creating.

Marketing agencies

Again it’s all in the title – a marketing agency covers all marketing related activity. Like Lemon Tree Marketing, a good marketing agency will be offer a full range of end- to-end services including strategy and planning, digital, advertising, social media, design and copywriting. They can manage all stages of a holistic marketing strategy, developing a cohesive marketing plan based on market research to execution and implementation or a marketing agency can deliver on a specific business need only.

Which agency is right for my business?

If you’ve already got a marketing strategy in place and internal marketing professionals to execute the plan, but require assistance in advertising development then engaging an advertising agency would be sufficient to meet your immediate needs. However, if you’re looking for an agency partner with the capabilities to develop and manage all your marketing activities, then a marketing agency is the one for you.