The Relationship between Client and Advertising Agency
Traditional or digital advertising agencies create advertisements and plan where, how, and when they will be delivered before handing them to the client (company). Consistently, advertising agencies implement efforts toward ensuring that the products of a client sell. These agencies employ experts in specific fields relevant to the products advertised, ensuring the client reaches the target audience. A solid partnership between the client and an advertising agency is necessary to ensure advertisements are effective.
The relationship between an advertising agency and the client is based on a collaborative approach, whereby both parties work toward meeting a client’s objectives. There is a need for mutual trust and confidence between the two parties to create a successful relationship (Laurie & Mortimer, 2019). In case of confusion or disagreements, both parties are encouraged to resolve the conflicts through direct talks. Another critical aspect of the relationship is that both parties need to align with the terms and conditions of a contract. Since advertising agencies work based on goals, both parties measure the outcomes of an ad regularly. Subsequently, both parties implement necessary adjustments to ensure success in the future. A collaborative relationship is vital to ensure targets materialize.
Apart from the main marketing message, creatives in an advertising agency include other ingredients such as music, colour, motion, and light. For instance, ads selling healthy products may incorporate a bit of fear to convince the target market that they need a product (Clow, 2012). In the same breath, informative messages may be humorous to draw the attention of a target audience. Further, as companies offer new products and services to the market, they need to explain the value and benefits of these new offerings to current and potential customers. This is where integrated marketing communication comes in. An integrated marketing communication approach requires advertisers to deliver consistent messaging across all platforms, such as television, social media, magazines, and the Internet (Clow, 2012). In the long term, consistent information creates a long-lasting brand image for all audiences across all platforms.
Conclusion
In conclusion, advertising agencies bridge the skill gap between in-house marketing and outsourced expert marketing. The relationship between a marketing agency and a client (company) is based on a collaborative mechanism, with both parties working together to attain targets. The creative team in an advertising agency incorporates additional ingredients such as music, colors, and movements to make advertisements attractive. Consistently, advertising embraces integrated marketing communication to deliver consistent messaging across all platforms.
References
Clow, K. E. (2012). Integrated advertising, promotion, and marketing communications (4th Ed). Pearson Education India.
Laurie, S., & Mortimer, K. (2019). How to achieve true integration: the impact of integrated marketing communication on the client/agency relationship. Journal of Marketing Management, 35(3-4), 231-252.
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Question 
Unit IV Journal
Assignment Content
The purpose of this journal is for you to reflect on what you have learned so far in this course and to describe the relationship between the client and the advertising agency, as well as to describe the process of advertising design. Compiling effective advertising campaigns involves a partnership between the advertising agency and the company (the client). Through this partnership, advertisements are designed with the goal of reaching the target market in the most effective manner. Compose your journal response by addressing the following points.
The Relationship between Client and Advertising Agency
Describe how an advertising agency develops a relationship with a client. Why is this important?
Explain how the creative team within an advertising agency utilizes appeals and message strategies in the process of designing an advertising campaign.
Explain how advertising enhances the concept of integrated marketing communication.
Include an introduction, a clear discussion that demonstrates critical thinking, and a conclusion. Be sure to proofread your work for its organization and proper writing mechanics. Use APA Style to format your essay.