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Marketing Agency

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A marketing agency is an agency that is dedicated to providing marketing services to other businesses. There are two main types of agency that can be used here:

• A full-service marketing agency -- here the agency can take on all elements of the marketing mix to meet virtually any of their customer needs. So, for example, they could have consultants who can work on advertising campaigns, market research surveys, direct marketing programs and PR writing and distribution. This is a ‘one-stop’ service offering in many cases.
• A specialist marketing agency -- some agencies will solely specialise in one area of marketing. So, for example, an agency may solely work on market research, on advertising or on branding initiatives.

Companies use marketing agencies in different ways. Some will work with one or more agencies on a retained basis and they will use their services regularly. Others may have their own marketing department and/or may simply hire in specialist skills as and when they need them.

Many marketing agencies will not be set up to be sector specific although they may have business sectors that they have worked with in the past on a regular basis. Others will solely focus on one or a few business sectors and will give marketing services to companies working in those sectors rather than to the business world as a whole.

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