How Advertising Agency Promote themselves ...

1. AgenciesPromotion

2. Types of Advertising Agencies
 Full-service Agencies (Traditional advertising agencies)
 Limited-Service Advertising Agencies (offer only one or two of the basic services)
 Specialist Advertising Agencies (Specialize in particular kinds of advertising)
 In-House Advertising Agencies (Provide basic advertising agency function within company)
 Interactive Agencies (offering a mix of services)
 Healthcare Communication Agencies
 Medical education Agencies
 Other Agencies
Source: Adage

3. Full-service Agencies
Source: Adage
Main Services:
 Planning
 Creating
 Producing advertising
 Performing research
 Selecting media
Other Services:
 Strategic market planning
 Direct market promotion programs
 Interactive marketing
 Web site design
 Public relation

4. Limited-service & Specialized Agencies
Source: Adage
Main Services:
 Specialize in certain function (copy, art, media)
 Specialize in Solution and creative (branding and advertising)
 Specialize in certain audiences (minority youth)
 Specialize in industries (health, computers)
 Specialize in marketing communication area (direct marketing, sales promotion, public relation)

5. Types of Advertising Agencies
Source: Adage

6. How the best agencies market and promote themselves
 Events
 Social Media (Don’t forget good old LinkedIn)
 PR
 Newsletters
 SEO
 Show reel (A fantastic way of showcasing your best work)
 Trade bodies
 Speaking opportunities
 Award
 Website
Source: Thedrum

7. What is the Strongest signal of Credibility for an advertising Agency?
 Client Testimonials (Client story of success)
 Case Studies (Present ability to solve a variety of issues)
 Industry Award (Getting recognized by a respected third party)
 Being Quoted by the Press
 Rock Star Employees & Thought leaders
 Speaking Gigs
 Web Site’s design & functionality (websites says a lot about a company)
 Editorial contributions to industry publications
 Advertising (one way of buying your reputation)
 Conference Sponsorships
Source: TopRank

8. What is the Strongest signal of Credibility for an advertising Agency?
Source: TopRank
0%
0%
0%
2%
2%
2%
2%
2%
4%
4%
4%
4%
5%
7%
11%
13%
15%
25%
0% 5% 10% 15% 20% 25% 30%
Speaking Gigs
Industrt Awards
Advertising
Brand - Message, Identity, Logo
Being Included On Industry "lists" of Top Agencies
The Agency Offices
CEO, Executive and/or company Blog
Press Releases
Web Site's Design
Editorial Contributions to Industry Publications
Research Published
Search Engine Ranking on Competitive Industry Terms
Rock Star Employees
Client List
Being Quoted by the Press
Case Studies
Word on the Steet
Client Testimonials

9. Benchmark

10. Bench marking | Ogilvy
 Ogilvy: "If you can’t advertise yourself, what hope have you of
being able to advertise anything else?“
 your clients will read your house advertisements. If you boast
about your genius for brilliant ideas, you run the risk that they
will ask you why you don’t give them brilliant ideas.
Source: Hubspot

11. Bench marking | DDB
 Bob Levenson wrote this ad in response to Time magazine
inviting ad agencies to create an ad in the public interest.
 Telling the truth about a product demands a product that’s
worth telling the truth about. Sadly, so many products aren’t.
So many products don’t do anything better. Or anything
different. So many don’t work quite right. Or don’t last. Or
simply don’t matter. If we also play this trick, we also die.
Because advertising only helps a bad product fail faster.
 No donkey chases the carrot forever. He catches on. And quits.
That’s the lesson to remember. Unless we do, we die.
Source: Hubspot

12. Bench marking | WPP - The & Partnership
 The print ad explained that while people were questioning
the value of the old agency network model, The &
Partnership was doing things differently.
 “RIP IT UP & STARTAGAIN”
Source: CampaginLive

13. Bench marking | Saatchi & Saatchi’s agency firing app
 In 2014, Saatchi & Saatchi Thailand has created an app that
apparently helps clients fire every other agency.
 “Sometimes our industry is too serious, especially when it
comes to promoting ourselves in front of clients. We have
enjoyed firing all our competitors and we look forward to
the 1,964,952 pitches we now have on this week.”
Source: Marketing interactive

14. Bench marking | DWA’s tennis balls
 Last year, the DWA sent tennis balls to its clients to invite
them to a tennis tournament.
 The balls were embellished with its logo, and the bats co-
branded with the DWA and the invitee’s company logo. This
was sent out with a printed invitation.
Source: Marketing interactive

15. Bench marking | Fields
 The Brazil-based agency promoted its physique and
dedication to creating.
 “Our Sport is to Create.”
Source: Hubspot

16. Bench marking | McCann
 McCann ran a series of ads promoting the
"power of advertising."
Source: Hubspot

17. Bench marking | Burner
 Brunner showed off its experience
in the construction industry.
 “We know how brands are built.”
Source: Hubspot

18. Bench marking | Young & Rubicam
 Young & Rubicam ran an ad in every issue of Fortune magazine for 40
years. David Ogilvy said this was "the best ever run for an agency."
Source: Hubspot
 IMPACT
 According to Young & Rubicam: The quality in an advertisement
which strikes suddenly against the reader’s indifference and enlivens
his mind to receive a sales message.

19. Bench marking | Concept Farm
 Concept Farm launched a fun website where people could guess if a quote was said by Kayne or your local arrogant creative director.
Source: Hubspot

20. Bench marking | David & goliath
 This was shot on the roof of the agency’s building.
Source: Hubspot

21. IRANMarketAnalysis

22. IRAN Market Analysis
Services
Tarh
Baran
Iran
Novin
Aftab Maat Badkoobeh
DNA
Union
Age. Rank
Main Services
Planning 3.50 3.25 3.75 2.00 2.50 4.75 3.3
Creating 3.75 3.25 2.75 2.00 3.00 3.25 3.0
Producing advertising 5.25 6.50 5.75 3.75 6.50 5.50 5.5
Performing research 2.25 2.00 2.25 1.25 1.75 6.75 2.7
Selecting media 5.75 6.00 6.00 2.00 3.75 2.50 4.3
Total Main Services 20.5 21 20.5 11 17.5 22.75 18.9
Other Services
Strategic market planning 1.00 2.25 1.25 1.00 1.00 2.25 1.5
Direct market promotion programs 0.25 1.50 0.75 0.25 0.25 1.25 0.7
Interactive marketing 0.00 0.00 0.00 0.00 0.00 0.00 0.0
Website design 2.50 4.50 2.50 1.75 4.75 2.75 3.1
Public relation 2.00 3.50 2.75 0.75 5.25 2.50 2.8
Total Other Services 5.75 11.75 7.25 3.75 11.25 8.75 8.1

23. IRAN Market Analysis
3.5
3.75
5.25
2.25
5.75
3.25 3.25
6.5
2
6
3.75
2.75
5.75
2.25
6
2 2
3.75
1.25
2
2.5
3
6.5
1.75
3.75
4.75
3.25
5.5
6.75
2.5
3.3
3
5.5
2.7
4.3
0
1
2
3
4
5
6
7
8
Planning Creating Producing advertising Performing research Selecting media
Main Services Index
Tarh baran Iran Novin Aftab Maat Badkoobeh DNA Union Industry Average

24. 1.00
0.25
2.50
2.00
2.25
1.50
4.50
3.50
1.25
0.75
2.50
2.75
1.00
0.25
1.75
0.75
1.00
0.25
4.75
5.25
2.25
1.25
2.75
2.50
1.5
0.7
3.1
2.8
0.00
1.00
2.00
3.00
4.00
5.00
6.00
Strategic market planning Direct market promotion programs Website design Public relation
Other Services Index
Tarh baran Iran Novin Aftab Maat Badkoobeh DNA Union Industry Average
IRAN Market Analysis

25. Conclusion