PPA Blog


Ad Agency Relationships: What’s Your Type?

By Perry Passen

Mar 14, 2019 1:50:31 PM

Ad Agency Relationships: What’s Your Type?

What’s your relationship status with your ad agency? From project work to agency of record, advertising and marketing partners can provide many levels of support for in-house marketing/communications teams or small to mid-sized companies that don’t have these in-house teams. Detailed below are a few of the relationships you should consider when choosing your agency partner.

Agency of Record

When an ad agency acts as the Agency of Record (AOR) for a client, they handle all promotional efforts for that client. This can include traditional and digital efforts, ranging from creative and brand strategy to web development services and digital marketing. An AOR can be a one-stop shop for all of your advertising and marketing needs and desires.

Digital Partner

When a small to mid-sized company doesn’t have the budget to commit to a full-service agency contract, one option is to find an agency that can develop full campaigns on a monthly schedule. A digital partner can help you with a wide variety of digital marketing needs, from advising clients on which social media channels are best for your business to writing content and advertising on your behalf.

Preferred Vendor

Fortune 500 or other large companies may have an in-house marketing team, but might not be able to meet deadlines due to time constraints or limited resources. The overflow work needed can include creative projects such as catalogs, sales presentations and materials, smaller digital campaigns and more. That’s when having a list of approved vendor partners comes in handy! These agency partners need to be up-to-date with all brand standards and maintain legal and regulatory compliance. Different departments within the organization might even have different vendor partners they prefer to work with. This type of relationship works very well for large or time-sensitive projects.


Some clients enlist the help of an agency partner solely for project-based work. If an agency has a special niche, such as fast website development turnaround, PR expertise or professional video capabilities, they may be enlisted to complete a specific, one-time project. Oftentimes, this type of relationship can grow into something more serious if the project is a success.

Requests for Proposals

In some cases, your needs are more specialized. In this case, companies and nonprofits may send out a request for proposal (RFP) to determine which agency out of many can best fit their needs, timeline and budget.

Are You Ready to Make it Official?

At PPA, you’ll find a professional creative team of art directors, graphic designers, copywriters, web developers and digital strategists ready to complete your projects, regardless of the relationship you’d like to pursue. We cut through the clutter — quickly — and strike the delicate balance between cleverness and clarity.

Our services include but are certainly not limited to:

  • Advertising

  • Digital marketing

  • Website design and development

  • Graphic design and production

  • Trade show display and design

  • Sales materials

  • Catalogs

  • Branding

  • Dimensional design

  • Photography

  • Video

We understand that you have unique needs when it comes to marketing and advertising your business. From print media to social media, and everything in-between, we can do it all and capture that ideal messaging to spark action. Fill out the form below to contact us today and see if we're your perfect match!


Perry Passen

Perry Passen

President & Owner of PPA

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