Signs & Large Format Print
An advertising agency – a definition without jargon
An advertising agency is a company that takes over the thinking about advertising, and its organisation, from the client. The client says what they want to achieve – more customers in a new showroom, brand awareness, sales of a new product. The agency proposes how to do it, prepares the message and materials, and then makes sure everything ends up where it should.
The industry uses two abbreviations worth knowing. ATL (above the line) means advertising in mass media: TV, radio, press, billboards, online. BTL (below the line) means activity closer to the customer: point-of-sale materials, promotions, events, merchandise, company print. Some agencies do both; some specialise in one.
In practice the term 'advertising agency' is used very loosely. It describes a large network agency with a strategy department, a one-person graphic designer and a printer with a small studio. So what matters more than the name is what the company does in-house.
The services of a typical agency
- Analysis and strategy. Who the customer is, what the competition says, which message will set the brand apart, which channels are worth using.
- Creative. The campaign concept, the slogan, the key visual – the main graphic motif that is then adapted to different media.
- Copywriting. Copy for ads, flyers, catalogues, spots, posts.
- Graphic design and visual identity. Logo, colours, typography, brand guidelines, material templates.
- Media planning and buying. Where and when the advertising should appear, negotiating rates with publishers, outdoor media owners and online platforms.
- Production. Print, outdoor advertising, signs, wayfinding, merchandise, exhibition stands. An agency usually has no machines of its own, so it orders from manufacturers and is answerable to the client for the result.
- Events and promotions. In-store activations, sampling, conferences, stands.
- Account handling and reporting. An account manager coordinates everything, keeps to deadlines and budget, and summarises results at the end.
Not every agency does everything on this list. Those that claim the full scope call themselves full service – what that means in practice is covered in full-service 360° agencies.
Types of advertising agency
| Agency type | What it does | Where it works |
|---|---|---|
| Full service | strategy, creative, media, production, events under one roof | big brands, campaigns across many channels at once |
| Creative | concept, slogans, key visual, spots | a new campaign, a brand refresh |
| Media (media agencies) | planning and buying airtime and advertising space | large budgets in TV, radio, online, outdoor |
| BTL / promotional | point-of-sale activity, POS materials, loyalty programmes | manufacturers and retail chains |
| Events | conferences, company events, stands, open days | one-off events with heavy logistics |
| Digital / interactive | websites, search and social media campaigns, content | companies that sell or win customers online |
| PR | media relations, crisis communication, reputation | companies that want a media presence |
| Design studio | design: logos, flyers, catalogues, packaging | small businesses with a specific design need |
The boundaries are fluid, and many agencies combine two or three of these profiles. An advertising agency is especially often confused with a marketing agency – we describe the differences in advertising agency vs marketing agency.
- 01Brief
Description, sizes, site photos and deadline — a few sentences are enough.
- 02Design and quote
Our designers prepare artwork or a visualisation and you get a price.
- 03Approval
You approve the design; for brand colours we provide a proof.
- 04Production
35+ machines in our own plant in Poland: 3.2 m UV print, CNC, laser, 3D, sewing.
- 05Installation or delivery
Own crews and vehicles across Europe, partner network, couriers worldwide.
What working with an agency looks like
- Brief. The client describes the goal, the audience, the budget, the deadline and any constraints. The more specific the brief, the fewer rounds of changes.
- Proposal. The agency comes back with a concept and a quote. For larger contracts several agencies compete in a pitch.
- Creative and approval. Designs, copy, visuals. The client comments, the agency revises.
- Production and media buying. The agency orders print, displays and merchandise and books media. This is where printers and sign manufacturers come in.
- Roll-out. Installation, distribution, campaign launch, running the event.
- Invoicing and reporting. Invoices, a summary of results, lessons for next time.
The advantage of this model is simple: the client has one contact and does not need to understand print technology or media buying. The cost is simple too: you pay for coordination. On a large campaign it pays for itself; for a single banner on a fence it usually does not.
Where the sign manufacturer fits in
The agency comes up with the idea and coordinates, but the light box over the entrance, the vehicle wraps or the exhibition stand are made in someone's workshop. Most agencies work with trusted manufacturers, and many order production on a white label basis: the product reaches the agency's client with no trace of the real maker, and the installation crew acts on the agency's behalf. How it works is covered in white label in advertising.
We are on that other side: a large format printer and sign manufacturer with our own design studio and installation crews. For agencies we produce under their brand; details on our page for advertising agencies. We also work directly with companies that need specific materials: design, print, signage, wayfinding and installation. If you are not sure whether your job is for an agency or a manufacturer, see agency, printer or manufacturer.