Media agency

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A media agency is a company which help companies to communicate with current and potential consumers and/or the general public.

Media agencies work with their clients to understand the business issues, their markets and their consumers. The media agency 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.

Media agencies also work with their clients' agency partners who develop and implement activity across PR, events, direct marketing etc. At the same time, implementational planners and buyers then create and execute activity for advertising, digital media and sponsorship. Media 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.