Agency that provides clients with a wide range of services including research; media planning; design, production, and placing of advertisements and publicity material; design of packaging and display systems; marketing and merchandising; and public and press relations.
The first advertising agencies began in London in the early years of the 19th century. From advising on which media to use and buying the necessary space, the agent advanced to giving advice on how to fill it, writing the ‘copy’ or text matter, creating illustrations, and ordering engravings. Advertising has become increasingly sophisticated and schedules are closely coordinated not only with the manufacturer's selling operations but with the earlier stages of production planning.
The Association of British Advertising Agents was formed in 1917. In 1927 the name was changed to the Institute of Incorporated Practitioners in Advertising, and membership became available not only to recognized agencies, but to qualified members on their staffs. In 1954 the title was changed again to the Institute of Practitioners in Advertising. To gain corporate membership as an Incorporated Practitioner an agency must: be equipped to provide a full advertising service and marketing advice; include among its personnel fellows or members of the institute; be free from any vested interest in advertising media or other facilities; pledge to observe the institute's standards of practice.
Largest agencies in UK
The leading advertising agencies in the UK in 2007 were Abbot Mead Vickers BBDO, JWT (formerly J Walter Thompson), McCann Erickson, M&C Saatchi, and Publicis Groupe SA.
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