What is a media agency?
A media agency makes sure a marketing
message appeals to consumers, appears in the right place, at the
right time and that the advertiser pays the best possible
When media agencies were first
launched, their main focus was on their ability to buy media space
cheaper and more efficiently than the mainstream advertising
agencies, which had previously managed the process of media buying.
Their first clients were often direct response advertisers,
marketers who had to make sure each ad paid for itself in consumer
As the sector developed media agencies
added planning skills and an understanding of consumer behaviour to
their skillset. By understanding what motivates a target group of
consumers as well as the media they watch, read or hear, media agencies
became a vital source of communications advice for all types of
In today's complex media world, the
role of the media
agency is central to the development of effective
communications. By understanding what will motivate consumers to
change their behaviour as well as the best places and times for any
message to appear, media agencies are helping to maximise the
effectiveness of their client's marketing messages.