



By some estimates, there are more than 120,000 marketing and advertising agencies in the U.S. alone. It’s no wonder, then, that so many of us have gone to great lengths to craft clever brand identities that we hope will differentiate us from the guys down the road.





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At end end of the day, however, most marketing and advertising agencies at can be placed in one of 3 buckets, or agency types, that best describe how the agency approaches the business it handles for clients. Sometimes this approach is dictated by the conditions under which the agency is hired in the first place. Mostly, though, it’s a matter of philosophy that’s embedded deep in the agency’s DNA – a way of doing business that tends to permeate the agency’s work on all projects.

Let’s take a look at each type:

Sales Enablers:

This type of marketing or advertising agency-client relationship tends to be highly task-focused on activities that are related to revenue for the client. Sometimes, the Sales Enabler agency is hired to perform a specific task or set of tasks that supports the client’s big-picture goals. In other cases the Sales Enabler is hired to support what we like to call “auto pilot marketing” – marketing tasks done without much thought or analysis, because “we’ve always done it” or because the business takes for granted that said auto-pilot activity is worth their time and money.

In the most effective task-oriented agency-client scenarios, the agency has at least some insight into the client’s big picture, which means that the agency’s execution is powered by an understanding of marketing strategy

Evaluation and analysis in the task-focused scenario tends to be highly tactic