{ "media_type": "text", "post_content": "This might be a dumb question, but I’m relatively new to marketing and trying to learn about different types of agencies. Are media agencies involved in the creative process at all or it’s literally just media planning and buying? I’m looking at different company websites like omd, mindshare, etc. and it looks to me like they are doing projects that creative agencies typically do. Is there a big difference these days between a creative agency and a media agency or there is a lot of overlap?", "post_id": "60d29b9209401f001c54788e", "reply_count": 6, "vote_count": 2, "bowl_id": "5abefede7030340018a79722", "bowl_name": "Digital Media Buying" }

This might be a dumb question, but I’m relatively new to marketing and trying to learn about different types of agencies. Are media agencies involved in the creative process at all or it’s literally just media planning and buying? I’m looking at different company websites like omd, mindshare, etc. and it looks to me like they are doing projects that creative agencies typically do. Is there a big difference these days between a creative agency and a media agency or there is a lot of overlap?

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It's posted in a media bowl so you're going to get media perspectives (including mine). I only say this because this is perspective of one - Media agencies are increasingly working with media partners on one-off executions that include creative elements, though production of said creative assets is usually built by the partner with oversight from the creative agency to ensure it still aligns with the Brand's overall messaging and goals. Creative agencies lead building the overall creative messaging/concept/idea that ties everything (all executions/media placements) together. TL;DR - creative agencies build the structure and framework from an overall standpoint, media agencies help steward media-specific creative within singular partners.

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In an ideal world, creative and media should always be working together towards the same end goal

It really varies from agency to agency and to make things more complicated most agencies are owned by one of 4 holding companies and most clients will randomly take some functions in house and then move back to the agencies.

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Also depends on the channel. I work in Social and we have little to no input on the creative development. We offer recommendations on ad unit types and the overall number of assets but we don't develop any copy or images/video. I prefer it this way as media buying and creative are two distinct disciplines. I know I don't want creative agencies telling us what or how to buy.

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