Glossary

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Marketing Agency

A marketing agency is a service provider for measures concerning the marketing mix: communication, price, product, and sales. They assist companies with the planning, design, and execution phases of their marketing activities. Full service agencies take on all three of these phases.

Marketing agencies are often considered to be the same as advertising agencies. These latter, however, focus entirely on communicative campaign aspects, such as ads, TV spots, online advertising, and so on. Some advertising agencies even focus on an even narrower field (for example only digital communication).

What is the difference between marketing consulting and brand consulting?

Not all marketing agencies are the same. There are specialists for the various disciplines and sub-disciplines of the marketing mix.

Unlike a brand consultancy, which deals with the fundamental strategic orientation of a company and its brand(s), meaning the cause, a marketing agency operatively works on communicating the brand positioning to customers by means of appropriate measures (effect). See also the glossary item Marketing versus Brand.

Conversely, this means: In order to successfully establish a brand, the measures developed by marketing agencies must be aligned with the respective brand strategy.

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