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What is a marketing agency’s role

I had an interesting conversation with a friend of mine who told me that we would ‘steal’ his job if we as IQD came on board. This baffles me because it’s simply insane! Our job is to make marketing managers look good and help the brand grow. Through the years the agency world has changed a lot due to the digital and social media world. Traditional agencies had and still have to evolve and understand a different mentality.

The role of a marketing agency remains fairly simple;

Help a brand increase their sales, brand equity and loyalty. Nothing less. This has not changed since agencies were first invented.

So what would a small marketing agency like us do? What is our responsibility? Well an agency’s job is to bring creativity, ideas, design, increase the bottom line, increase loyalty and share their point of view on marketing. Their job is to know where the attention of the consumer is. Create content, create stories, design artworks, copywriting, run PPC campaigns and report. When there is one or two people working in a marketing department of a brand they don’t have the time to do everything and it’s understandable. That’s where we come on board. The agency has a broader view because it works with different clients.

For example, we work with different clients. Some companies have marketing managers, some have departments and some don’t and in other cases the managing director is doing the marketing. It always depends on the size of the business of course.

Let’s take a step back and have a look at what responsibilities a marketing manager has;

  • Managing all marketing for the company and activities within the marketing department
  • Developing the marketing strategy for the company in line with company objectives
  • Co-ordinating marketing campaigns and sales activities
  • Overseeing the company’s marketing budget
  • Creation and publication of all marketing material in line with marketing plans
  • Overall responsibility for brand management and corporate identity
  • Preparing online and offline campaigns
  • Monitor and report on effectiveness of marketing communications
  • Creating a wide range of different marketing materials
  • Working closely with marketing agencies and assisting with new product/service launches
  • Analysing potential strategic partner relationships for company marketing
  • Oversee content marketing strategy


These are the core responsibilities. Then, we have other activities such as creative work for content (blogs, Instagram, Twitter, Snapchat, Facebook, Pinterest, podcasts, infographics) and other creative work that the marketing manager will need. Once the creative is done you will need a copywriter to write your copy on social and blogs that will have a consistent tone of voice. What about when you want to promote a campaign? PPC ads, creative for that, monitor the campaign, analyze the campaign.

A marketing agency is responsible for different things, it always depends on the clients needs. Let’s have a look at some responsibilities;

  • Content strategy
  • Content development; blog, twitter, facebook, instagram, podcasts
  • Native designs
  • Run online campaigns
  • Analyze

Each marketing agency has talented people, so in many cases the agency can perform better than you might be able to. The copywriter is an expert at using words to persuade a customer to take action. The art director knows what appeals to customers on a visual basis and will incorporate their artistic skills into the ad’s design. The media planner knows which type of media — online, offline or a combination — is right for the message you are trying to convey and will negotiate to obtain the best possible rates. A marketing executive will create a comprehensive strategy and an authentic story and will ensure that all messages are conveyed.

The other important part that an agency is involved in is ideas. Of course, we sell ideas for campaigns. This is done with internal brainstorming meetings, meetings with clients and a lot of effort to create something amazing. For the past ten years we have been developing content for social channels, in order to provide value, humanize the brand, be present in search engines and more.

The bottom line is that agencies help marketing managers grow their brands and build a great relationship together. Nobody is here to steal anybody’s job. To think that another human being will want to harm the other person and ‘steal’ their job is just insane. An agency’s job is to create a great relationship with the marketing team and grow together. Marketing in today’s noisy world got so much harder that’s why skills and know-how matter a lot.


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