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Using Ad Agencies and Designers


Advertising and promoting your business is expensive, so it's important to get the most from your advertising budget. That means understanding how to get the most from your ad agency or graphic designer.

Let's start by understanding the difference between agencies and designers. Typically, a designer will work on specific projects under your direction. For example, you may request an ad design for your Halloween event, and give the designer your copy (the text) and the party theme. You are responsible for booking the ad with the newspaper, getting flyers printed, having posters made, etc.

An ad agency plays a more active role in planning the promotion of your events. They can work with you to plan your ad schedule, suggest the right mix of promotional tools to reach your audience, help you evaluate the effectiveness of your promotions, and negotiate ad rates and printing rates on your behalf. They can also help with choosing promotional themes and writing ad copy. Of course, you will pay more for these additional services - but you may actually save money by letting your agency do your negotiations and booking.

Whether you are working with a designer or a full-service agency, it pays to plan ahead. If you can plan your advertising a year in advance you should be able to lock in much better ad rates. Leaving a couple of extra weeks when printing flyers will save you "rush printing" charges. And giving your designer extra lead time will almost certainly get you a better looking result!

A typical small agency might require final "concept and copy" at least a week in advance of newspaper deadlines, four weeks in advance of distribution for printed materials like flyers (to avoid rush charges), and six to eight weeks in advance for complicated projects (such as die-cut and folded invitations). Many business owners don't understand why final copy is required so far in advance? they ask the designer to do a design, and add the text later. But in a good design, text and typography are very important to the look of the piece. So if you want your advertising to look good, plan on providing the copy when you give the job to the designer.

The above lead times allow time for the client to proof the final artwork, and make minor corrections, based on a single design. But when working with a new designer, or when promoting an important event, you may want to see several design concepts, and possibly several versions of the artwork. This can add one to two weeks to the schedule (more for very complex ads), and of course will cost more than a single design.

When ordering the work, make sure the designer understands your market and the image you are going for. For example, you may look at a design and say, "That's not cool enough for our market." Another business manager may look at the same ad and say, "Whoa, that's way too weird for our customers." Show your designer ads you like (and don't like) to help them understand the look you want for your business.

But what if you don't like the designs your agency produces?

Well, you obviously shouldn't run an ad that you feel really damages your image, doesn't convey your message, or isn't what you requested. But at the same time, avoid the temptation to micro-manage the design. You are paying your designer for their professional skills; their judgment is probably better than yours when it comes to layout, typefaces, color choices, etc. Also, if designers feel that the work they do for you is going to be extensively changed, they won't give you their best efforts.

So find an agency or designer whose work you like, and trust their design sense. If you find you consistently don't like the work they're producing, talk to them about the problem, and if necessary find another design firm. But don't spend your time trying to "fix" the designs.

It's also very important that one person from your business deals with the design firm, and has final authority on all design and copy decisions (many agencies will insist on this). If a designer is getting conflicting input from several people, they can't do a good job for you. If you need to, talk about the design with everyone at your business who is involved in the decision? but select one person to convey your feedback to the design firm. (A good design firm can schedule meetings with clients where everyone can contribute ideas and feedback - as long as one person represents the client when it comes to final input and decisions.) Note that this can be complicated when co-op advertisers or sponsors are involved. Typically the person or company being invoiced provides the input, unless they specifically designate a different person.

So far we've talked about printed advertising and promotion, but for most businesses, the internet has also become an important promotional tool. Print design, web design, and e-mail promotions require different skills and tools, so you may use different firms for each. However, there are some advantages if you can find a single firm to handle all your needs. The design firm can make sure that your print and web communications project a consistent image. And you will only need to provide your event information and promotional goals to one firm, who can then make sure that the print ads are placed, the website is updated, and the e-mail invitations are sent. Some firms can also handle other design tasks, including menus, signs, and promotional items.

Typically, in order to get this range of services, you'll need to work with a mid-size agency or design firm. There are advantages and disadvantages to choosing large or small agencies:

An individual designer (free-lancer) or very small agency can give you personal attention and often lower rates. But you will need to work around their schedule if they are out sick or on vacation, and you will need to find a new designer if they change jobs. Individuals and very small agencies probably cannot provide a complete package of design services.

Mid-size firms give your somewhat less individual attention, and may charge a higher rate than free-lancers. But on the plus side, they can provide a broader range of services, and they have several designers on staff so they can accommodate your needs even if someone is out, or if you need a lot of work done for a key event.

Large firms can offer a full range of services and a large staff to meet all your needs. Unless you are a large account, you will probably get little personal attention. (In fact, in a large firm, the smaller accounts are often given to junior designers and trainees.)

So, how should you choose?

Above all, find a firm whose work you like! Ask for samples and references, and if possible meet with the designers before making a selection.

Decide if you want to hire a design firm (and manage the ad planning and placement yourself) or an ad agency to provide more assistance with your promotional planning (most ad agencies will also provide "design only" packages if you prefer).

Find a firm that is large enough to meet your needs, but small enough to care about your business. We typically find that local, neighborhood businesses are best served by free-lance designers or very small firms; regional or metro-market businesses do well with mid-size firms, and major national companies get the best results from large firms (and can afford to pay for them).

Talk to the firm about how you will measure the effectiveness of your advertising. It's a good idea to try different types of advertising over time to see what works best for you. Consider coupons and special offers to measure how many people are responding to your ads.

Remember that even the best advertising campaign gets stale over time. Plan for (and budget for) occasional reworking you advertising. Most designers respond very well to an opportunity to do something new for a client, and you will get the best results from both your design firm and your customers if you freshen your advertising every 6-12 months.

Thanks to LunaGraphica Inc (http://www.lunagraphica.com) for input and suggestions on this article! Lunagraphica is a boutique advertising and design agency specializing in the arts, entertainment and youth markets.

Bob Nicholson / WYGK Consulting provides business, technology and strategic consulting for small businesses, internet start-ups and entrepreneurs.

Visit http://www.wygk.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. December / 06 / 2023

Advertising on X right now might not be all bad – for some - Digiday
Advertising on X right now might not be all bad – for some  Digiday

This Year Next Year: 2023 Global End-of-Year Advertising Forecast - GroupM
This Year Next Year: 2023 Global End-of-Year Advertising Forecast  GroupM

Air France, Lufthansa and Etihad ads banned for misleading claims - The Guardian
Air France, Lufthansa and Etihad ads banned for misleading claims  The Guardian

Elon Musk And The Vulgarity Heard Around The Advertising World - Forbes
Elon Musk And The Vulgarity Heard Around The Advertising World  Forbes

Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending - The Wall Street Journal
Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending  The Wall Street Journal

Snap Stock Is Up for Its Ninth Day in a Row. Advertising Trends Could Be Helping. - Barron's
Snap Stock Is Up for Its Ninth Day in a Row. Advertising Trends Could Be Helping.  Barron's

Could X go bankrupt under Elon Musk? - BBC.com
Could X go bankrupt under Elon Musk?  BBC.com

Spanish newspaper association files multimillion-euro suit against Meta over advertising practices - The Associated Press
Spanish newspaper association files multimillion-euro suit against Meta over advertising practices  The Associated Press

Roundup: Pickleball first / Advertising downturn / AI rules - Greater Baton Rouge Business Report
Roundup: Pickleball first / Advertising downturn / AI rules  Greater Baton Rouge Business Report

Leading News Outlets Are Doing the Fossil Fuel Industry's Greenwashing - The Intercept
Leading News Outlets Are Doing the Fossil Fuel Industry's Greenwashing  The Intercept

Advertising with Austin Monthly - Austin Monthly
Advertising with Austin Monthly  Austin Monthly

Elon Musk And The F Bomb Heard Around The Advertising World - Forbes
Elon Musk And The F Bomb Heard Around The Advertising World  Forbes

Global Advertising Agency To Relocate New York Office - CoStar Group
Global Advertising Agency To Relocate New York Office  CoStar Group

CSL Plasma awarded $5M judgment against Boca Raton advertising agency - South Florida Business Journal - The Business Journals
CSL Plasma awarded $5M judgment against Boca Raton advertising agency - South Florida Business Journal  The Business Journals

Only around a third of ad dollars reach 'intended audiences,' ANA finds - Marketing Brew
Only around a third of ad dollars reach 'intended audiences,' ANA finds  Marketing Brew

Spanish News Media Group Sues Meta for €550 Million over Advertising Foul Play - VideoWeek
Spanish News Media Group Sues Meta for €550 Million over Advertising Foul Play  VideoWeek

Hyperlocology and Do it Best Partner to Transform Local Advertising and Co-op Marketing - Yahoo Finance
Hyperlocology and Do it Best Partner to Transform Local Advertising and Co-op Marketing  Yahoo Finance

Walmart says it is not advertising on social platform X - Reuters
Walmart says it is not advertising on social platform X  Reuters

Stay ADvised: Brand Protection & Advertising Law News - December 2023 - JD Supra
Stay ADvised: Brand Protection & Advertising Law News - December 2023  JD Supra

Microsoft Advertising Partners With Baidu Global For Chat Ads API - Search Engine Journal
Microsoft Advertising Partners With Baidu Global For Chat Ads API  Search Engine Journal

Local Classified Advertising - The Falmouth Outlook
Local Classified Advertising  The Falmouth Outlook

The Top Five Advertising Trends in 2024 - MediaVillage
The Top Five Advertising Trends in 2024  MediaVillage

Walmart says it has stopped advertising on Elon Musk's X platform - CBS News
Walmart says it has stopped advertising on Elon Musk's X platform  CBS News

Klika Tech Achieves New AWS Advertising and Marketing Technology Competency - PR Newswire
Klika Tech Achieves New AWS Advertising and Marketing Technology Competency  PR Newswire

Walmart Stops Ads on X, Joining the Advertising Exit - The Wall Street Journal
Walmart Stops Ads on X, Joining the Advertising Exit  The Wall Street Journal

DIRECTV Advertising Partners with FourthWall to Revolutionize Cross-Screen, Data-Driven Targeting with Precision ... - Yahoo Finance
DIRECTV Advertising Partners with FourthWall to Revolutionize Cross-Screen, Data-Driven Targeting with Precision ...  Yahoo Finance

Kentucky Statewide classified Advertising - The Falmouth Outlook
Kentucky Statewide classified Advertising  The Falmouth Outlook

Walmart Stops Advertising On X—The Latest Company To Pull Ads Off The Platform - Forbes
Walmart Stops Advertising On X—The Latest Company To Pull Ads Off The Platform  Forbes

Goldberg Appeals For More Lottery Advertising | Lottery | statehousenews.com - State House News Service
Goldberg Appeals For More Lottery Advertising | Lottery | statehousenews.com  State House News Service

KEVANI Unveils South Bay Pairing: A 7,000 Sq Ft Advertising Display Situated on Two Major California Freeways - Yahoo Finance
KEVANI Unveils South Bay Pairing: A 7,000 Sq Ft Advertising Display Situated on Two Major California Freeways  Yahoo Finance

As Advertisers Flee X, Threads Quietly Makes a Comeback - Tech.co
As Advertisers Flee X, Threads Quietly Makes a Comeback  Tech.co

Walmart joins growing list of companies to suspend advertising on Elon Musk's X - Business Insider
Walmart joins growing list of companies to suspend advertising on Elon Musk's X  Business Insider

To Redesign or Not: What's Best for Your Advertising Growth? with Robert Brill - Legal Talk Network
To Redesign or Not: What's Best for Your Advertising Growth? with Robert Brill  Legal Talk Network

Balkan study finds global brands spend billions advertising on misinformation sites - EURACTIV
Balkan study finds global brands spend billions advertising on misinformation sites  EURACTIV

Fake website imitating online retailer, advertising deeply discounted items - wmar2news.com
Fake website imitating online retailer, advertising deeply discounted items  wmar2news.com

Advertisers Say They Do Not Plan to Return to X After Musk's Comments - The New York Times
Advertisers Say They Do Not Plan to Return to X After Musk's Comments  The New York Times

Meta Faces Lawsuit From Spanish Media Over Advertising Practices - The Wall Street Journal
Meta Faces Lawsuit From Spanish Media Over Advertising Practices  The Wall Street Journal

How Musk's Tirade Against X Advertisers Affects Disney, Meta and Other Companies - Investopedia
How Musk's Tirade Against X Advertisers Affects Disney, Meta and Other Companies  Investopedia

Native Advertising Examples: 5 of the Best (and Worst) - WordStream
Native Advertising Examples: 5 of the Best (and Worst)  WordStream

Avianca advertising up to 85% off flights, but beware - Frequent Miler
Avianca advertising up to 85% off flights, but beware  Frequent Miler

Paris Hilton’s Feud With Elon Musk Over Advertising on X - Reality Tea
Paris Hilton’s Feud With Elon Musk Over Advertising on X  Reality Tea

In 2024, 'Buy Local' Takes on New Urgency For CTV Advertisers - MediaVillage
In 2024, 'Buy Local' Takes on New Urgency For CTV Advertisers  MediaVillage

Netflix faces ad buyers and pledges to ‘set a new standard’ - The Media Leader
Netflix faces ad buyers and pledges to ‘set a new standard’  The Media Leader

Should You Buy Direct Digital Holdings Inc (DRCT) in Advertising Agencies Industry? - InvestorsObserver
Should You Buy Direct Digital Holdings Inc (DRCT) in Advertising Agencies Industry?  InvestorsObserver

Walmart is the latest advertiser to pull ads from Elon Musk’s X - CNN
Walmart is the latest advertiser to pull ads from Elon Musk’s X  CNN

Walmart stops advertising on X, adding to growing list of companies - Fox Business
Walmart stops advertising on X, adding to growing list of companies  Fox Business

Streaming Video No Longer an Existential Threat to Linear or Pay-TV, Says Omdia Analyst: ‘Perversely, Advertising Keeps Creeping Into TV’ - Variety
Streaming Video No Longer an Existential Threat to Linear or Pay-TV, Says Omdia Analyst: ‘Perversely, Advertising Keeps Creeping Into TV’  Variety

Podcast Companies Begin to Advertise Like Hollywood Studios - The Wall Street Journal
Podcast Companies Begin to Advertise Like Hollywood Studios  The Wall Street Journal

After Musk tirade, X faces prospect of more advertisers fleeing - Reuters
After Musk tirade, X faces prospect of more advertisers fleeing  Reuters

DeSantis campaign blames its own super PAC for leaks, bad TV advertising - POLITICO
DeSantis campaign blames its own super PAC for leaks, bad TV advertising  POLITICO

In Global Ad Spend Forecasts, CTV Is Poised To Overtake Linear - AdExchanger
In Global Ad Spend Forecasts, CTV Is Poised To Overtake Linear  AdExchanger

Explore Future Trends In Advertising! | by World As One 4PEACE | data-driven fiction | Dec, 2023 - Medium
Explore Future Trends In Advertising! | by World As One 4PEACE | data-driven fiction | Dec, 2023  Medium

Biden, allies set off-year advertising record for incumbent president - NBC News
Biden, allies set off-year advertising record for incumbent president  NBC News

Musk Courts SMBs, After Telling Big Advertisers 'F*ck You' 12/04/2023 - MediaPost Communications
Musk Courts SMBs, After Telling Big Advertisers 'F*ck You' 12/04/2023  MediaPost Communications

Trump is stepping up his advertising in Iowa, where governor has backed DeSantis - ABC News
Trump is stepping up his advertising in Iowa, where governor has backed DeSantis  ABC News

Advertising Trends to Watch in 2024 - Insider Intelligence
Advertising Trends to Watch in 2024  Insider Intelligence

Spanish newspaper association files multimillion-euro suit against Meta over advertising practices - ABC News
Spanish newspaper association files multimillion-euro suit against Meta over advertising practices  ABC News

X ramps up new advertising strategy following Elon Musk's tirade - Financial Times
X ramps up new advertising strategy following Elon Musk's tirade  Financial Times

Walmart (WMT) Has Stopped Advertising on Elon Musk's X - Bloomberg
Walmart (WMT) Has Stopped Advertising on Elon Musk's X  Bloomberg

Why Tom Waits hates advertising firms: “Painful and humiliating” - Far Out Magazine
Why Tom Waits hates advertising firms: “Painful and humiliating”  Far Out Magazine

Sask. Opposition questions $238K government advertising spending at COP28 - CBC.ca
Sask. Opposition questions $238K government advertising spending at COP28  CBC.ca

The Fallout From Musk's Profanity-Laden Attack on Advertisers Isn't Over - The New York Times
The Fallout From Musk's Profanity-Laden Attack on Advertisers Isn't Over  The New York Times

Elon Musk's X is targeting smaller businesses for advertising revenue - MarketWatch
Elon Musk's X is targeting smaller businesses for advertising revenue  MarketWatch

Brightline debuts new suite with interactive ad formats - StreamTV Insider
Brightline debuts new suite with interactive ad formats  StreamTV Insider

Elon Musk pans Paris Hilton's advertising campaign on X after boycott - Business Insider
Elon Musk pans Paris Hilton's advertising campaign on X after boycott  Business Insider

Walmart joins the growing list of big companies pulling their ads from Elon Musk’s X after his endorsement of an antisemitic post - Fortune
Walmart joins the growing list of big companies pulling their ads from Elon Musk’s X after his endorsement of an antisemitic post  Fortune

BBB highlights advertising scams in the Midwest - KNSS
BBB highlights advertising scams in the Midwest  KNSS

Walmart says it’s no longer advertising on X - Engadget
Walmart says it’s no longer advertising on X  Engadget

Javier Campopiano, Industry Innovator and McCann Worldgroup CCO, Appointed Executive Jury President for NYF's ... - SHOOT Online
Javier Campopiano, Industry Innovator and McCann Worldgroup CCO, Appointed Executive Jury President for NYF's ...  SHOOT Online

X says it will chase SMB ad dollars after Musk’s ‘go f*** yourself’ comments to fleeing advertisers - TechCrunch
X says it will chase SMB ad dollars after Musk’s ‘go f*** yourself’ comments to fleeing advertisers  TechCrunch

Elon Musk apologizes for antisemitic tweet but crudely attacks advertisers - ABC News
Elon Musk apologizes for antisemitic tweet but crudely attacks advertisers  ABC News

Elon Musk Tells Advertisers Boycotting X to 'Go F-ck Yourself' - TIME
Elon Musk Tells Advertisers Boycotting X to 'Go F-ck Yourself'  TIME

X says Walmart pulled ads in October, weeks before Media Matters hate speech report and Musk rant - The Associated Press
X says Walmart pulled ads in October, weeks before Media Matters hate speech report and Musk rant  The Associated Press

Walmart latest big advertiser to drop Musk's X amid widening concerns over hate speech, reach - CBS News
Walmart latest big advertiser to drop Musk's X amid widening concerns over hate speech, reach  CBS News

What is the controversy about Walmart pulling their advertising from X? - AS USA
What is the controversy about Walmart pulling their advertising from X?  AS USA

Elon Musk curses out advertisers who left X over antisemitic content - Reuters
Elon Musk curses out advertisers who left X over antisemitic content  Reuters

U.S. Advertising Revenue Forecast Raised for This Year and Next, But With a Big Caveat - Hollywood Reporter
U.S. Advertising Revenue Forecast Raised for This Year and Next, But With a Big Caveat  Hollywood Reporter

X struggling to win advertisers back after Elon Musk’s profane outburst - The Guardian
X struggling to win advertisers back after Elon Musk’s profane outburst  The Guardian

Elon Musk Uses 'F' Word for Advertisers Boycotting Platform - The Wall Street Journal
Elon Musk Uses 'F' Word for Advertisers Boycotting Platform  The Wall Street Journal

Advertising Is Dead. Long Live Advertising. - WSJ - The Wall Street Journal
Advertising Is Dead. Long Live Advertising. - WSJ  The Wall Street Journal

True Convergence: How Best Practices Translate from Digital to CTV and Linear - TV Technology
True Convergence: How Best Practices Translate from Digital to CTV and Linear  TV Technology

The Most and Least Valuable Social Media Advertising - Statista
The Most and Least Valuable Social Media Advertising  Statista

Elon Musk says advertiser boycott at X could "kill the company" - CBS News
Elon Musk says advertiser boycott at X could "kill the company"  CBS News

VIIRL Marketing Awarded Yelp's Advertising Partner of the Year! - InvestorsObserver
VIIRL Marketing Awarded Yelp's Advertising Partner of the Year!  InvestorsObserver

Elon Musk uses f-word for advertisers who left X over antisemitism - The Washington Post
Elon Musk uses f-word for advertisers who left X over antisemitism  The Washington Post

Elon Musk Tells Companies Who Want to 'Blackmail' Him: 'Go F--- Yourself' - PEOPLE
Elon Musk Tells Companies Who Want to 'Blackmail' Him: 'Go F--- Yourself'  PEOPLE

Nexstar CEO Says The CW Will Be at Breakeven by “End of 2025” - Hollywood Reporter
Nexstar CEO Says The CW Will Be at Breakeven by “End of 2025”  Hollywood Reporter

TVNZ Enhances Personalized Advertising While Protecting Viewer Data and Privacy With AWS Clean Rooms - Amazon Press Release
TVNZ Enhances Personalized Advertising While Protecting Viewer Data and Privacy With AWS Clean Rooms  Amazon Press Release

Walmart stops advertising on X, becoming latest company to do so - Ad Age
Walmart stops advertising on X, becoming latest company to do so  Ad Age

X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out - The New York Times
X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out  The New York Times

Elon Musk to advertisers boycotting X: "Go f**k yourself" - Axios
Elon Musk to advertisers boycotting X: "Go f**k yourself"  Axios

Seven unveils new advanced advertising team – Campaign Brief WA - Campaign Brief WA
Seven unveils new advanced advertising team – Campaign Brief WA  Campaign Brief WA

Elon Musk apologizes for antisemitic tweet but tells advertisers ‘go f**k yourself’ - CNN
Elon Musk apologizes for antisemitic tweet but tells advertisers ‘go f**k yourself’  CNN

Why did Walmart suspend all advertising with X? What other companies have pulled their ads from Twitter? - AS USA
Why did Walmart suspend all advertising with X? What other companies have pulled their ads from Twitter?  AS USA

Musk uses expletive to tell audience he doesn't care about advertisers that fled X over hate speech - The Associated Press
Musk uses expletive to tell audience he doesn't care about advertisers that fled X over hate speech  The Associated Press

Elon Musk unleashed a wild tirade against Disney and other advertisers he accused of blackmailing X: ‘go F-CK yourself’ - Fortune
Elon Musk unleashed a wild tirade against Disney and other advertisers he accused of blackmailing X: ‘go F-CK yourself’  Fortune

Elon Musk Uses a Crude Insult to Slam Advertisers for Pulling Back From X. - The New York Times
Elon Musk Uses a Crude Insult to Slam Advertisers for Pulling Back From X.  The New York Times

Elon Musk Just Told Advertisers, 'Go Fuck Yourself' - WIRED
Elon Musk Just Told Advertisers, 'Go Fuck Yourself'  WIRED

Accountancy outsourcers settle advertising dispute - Accountancy Daily
Accountancy outsourcers settle advertising dispute  Accountancy Daily

The Washington Post Will Pause Its Advertising on X - Washingtonian
The Washington Post Will Pause Its Advertising on X  Washingtonian

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