Media agency

A media agency (or media shop) is a company which help companies to communicate with current and potential consumers and/or the general public.^[1]

These agencies work with their clients to understand the business issues, their markets and their consumers. It then identifies the consumer insights, which can help to devise a channel-neutral communication strategy which really connects with those consumers; using channels ranging from public relations (PR), events and sponsorship to advertising, interactive advertising, word of mouth and direct mail; to build a genuinely integrated campaign.

They also work with their clients' agency partners who develop and implement activity across PR, events, direct marketing etc. At the same time, implementation planners and buyers then create and execute activity for advertising, digital media and sponsorship.These agencies bring efficiency to their clients across media planning and negotiation points as they have the specific expertise, volume leverage and theoretically deliver economies of scale and reduce per media booking transaction cost.

The main difference between a media agency and their advertising agency counterparts is that return on investment (ROI) is key – ensuring that every element of the clients’ media investment is evaluated and accountable. They also differ from social media marketing agencies which specialize in promotion of brands in the social media space.

References

1. ^ Jack Zanville Sissors, Roger B. Baron, Erwin Ephron (2002). Advertising Media Planning. McGraw-Hill Professional. ISBN 0844215635.