The question of whether an advertising agency and a communications agency perform the same tasks is common among potential clients.
This article aims to clarify this distinction.
The answer is negative; despite sharing similar objectives, advertising and communication agencies differ. It is crucial to understand that communication encompasses advertising, but this represents only a fraction of the entire landscape.
Both start from the assumption that selling without advertising is extremely difficult, as Thomas Macaulay, a nineteenth-century British historian, underlined:
“No one except the mint can make money without advertising.”
This concept remains, although the context is now more competitive with the advent of digital channels, expanding advertising and communication opportunities.
Communication and advertising: strategy and media
Communication and advertising require a defined strategy. An advertising agency will guide you in choosing channels for your ads if you already have a strategy; otherwise, a communications agency may be needed to develop an effective message.
Furthermore, if an advertising strategy has not produced the desired results, reconsidering it with the assistance of communications experts could be useful.
When planning a promotional strategy, it is crucial to evaluate the means of communication. Common traditional and digital channels include TV, print, blogs, social media, email, etc.
Traditional communication and advertising channels:
- TV
- Information press
- Sector magazines
- Exhibitions
- Road signs
- Bus
- Flyers
- Giant screens positioned in some points of the city
- Press releases
- Leaflets and catalogues
Digital communication and advertising channels:
- Google and other search engines
- Website and eCommerce
- Blogs
- X
- YouTube
- TikTok
Traditional advertising is increasingly ignored as people have changed their habits, focusing their attention on smartphones and other digital devices. Therefore, modern communication requires a strategy that integrates the right tools to reach audiences both online and offline.
But what exactly does a communications agency do?
The main difference between an advertising agency and a communications agency is the global evaluation of the company and the planning of a comprehensive strategy. A communications agency will work with you to grow your business and achieve your business goals.
The services offered by a communication agency can cover all the phases of your business marketing plan, including:
- Market research
- Logo design planning and branding
- Creation of a Creative Concept
- Declination of the coordinated image
- Website development
- Inbound marketing activities
- Social Media Marketing
- Marketing Automation
- SEO (search engine optimization)
- Pay Per Click Advertising
- Video creation
- Design and production of advertising campaigns
- Evaluation of all components of existing marketing strategies
Collaboration with a communications agency can range from involvement in a specific project, such as the creation of a website or brochure, to overall management of corporate marketing and communications, with an integrated, long-term plan.
A communications agency has the time and experience needed to focus on creating and implementing strategies aimed at growing your company, improving results and achieving set goals.
Additionally, communications agencies often operate in a variety of industries, thus bringing a diverse and valuable perspective to the marketing decision table. By working with outside professionals, you can rest assured that your marketing choices are well thought out and achievable.
If your past ad campaigns aren’t producing the results you want, it may be time to evaluate whether it’s down to strategy. If so, a professional communications agency could be the key to correcting your efforts and achieving success in today’s competitive market.
