Action Steps
The best contacts and resources to help you get it done

Check diversity stats of NY ad agencies

Diversity continues to be a hurdle for many New York advertising agencies. Many regularly host annual diversity job fairs and other programs in an effort to recruit professionals of various cultures and backgrounds. If diversity is a key component of your business, be sure to inquire about the current and planned diversity efforts of the New York full-service ad agency with which you intend to work.

I recommend: Consider checking out PRSA to find out more about diversity efforts by New York advertising agencies. Read more about hiring practices of NY ad agencies by visiting USA Today.

Choose NY ad agencies that are familiar with your industry

Advertising is not always one size fits all. For example, legal marketing is a unique area in which advertisers must be knowledgeable about recent court rulings on what attorneys can and cannot say about their experience. Inquiring about industry experience should be high on your list when interviewing NY advertising agencies.

I recommend: Consider contacting Potratz, a New York advertising company offering television, radio, print and various other types of advertising campaigns. You may also consider checking out the range of services offered by Daley Advertising.

Focus on long-term success when selecting NYC advertising agencies

Creativity is one of the key aspects of getting your company noticed. However, it's not a good idea to base your selection of New York advertising firms solely on creative ad campaign capabilities. For long-term success, choose New York ad agencies that are trustworthy, reliable, dedicated to meeting deadlines, offer expanded services and have the right chemistry with your company management team.

I recommend: Check out the New York City Metro listing of NYC advertising agencies. You may also research New York advertising firms by searching AdHub.

Helpful advice for making the most of this Guide

• •  Advertising and marketing professionals are knowledgeable about appropriate strategies and methods to increase a company's visibility. If your company doesn't have in-house marketing professionals, it's a good idea to review qualifications of the numerous high-skilled New York advertising agencies. Doing so will ensure your brand is appropriately communicated in a timely and cost-effective manner.

Guide to Full Service Advertising Agencies in New York

Get started with successful ad campaigns with big ideas from ad agencies in New York

By Jenni Simcoe

1. Although the best-known New York advertising agencies are the giants of Madison Ave, you can also find many ad agencies in New York that cater to smaller businesses, so shop for an advertising agency in New York that fits your business size.
2. Full service ad agencies in New York often specialize in certain industries, like financial or pharmaceutical, or target groups like Hispanics or teens, so you can tailor your search for a New York advertising agency to your target audience.
3. New York City is the No. 1 media market in the U.S. and many full service advertising agencies in New York can handle your local campaign.

Action Steps
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Search online directories for full service advertising agencies in New York

Several websites allow you to search for advertising companies in New York by region, county or city or by the consumer groups they target.

I recommend: Search the The AdHub for agencies in Albany, Buffalo, Hudson Valley, Rochester, Southern Tier, Syracuse and Westchester areas of New York. The American Association of Advertising Agencies’ AAAAgencysearch.com lets you search for its members by state. Reed Business Information’s New York 411 lists New York advertising firms that offer production services as well.

Search for award-winning advertising agencies in New York

You don't have to have a multi-million dollar budget to work with an advertising agency in New York that has won awards. Many awards are handed out based on the size of an advertising agency.

I recommend: To find award-winning ad agencies in New York, search for winners of the ANDY awards — part of the Advertising Club of New York — or the New York American Marketing Association’s Effie awards.

Choose national or international advertising agencies in New York

Hiring one of the big-name advertising companies in New York can give your advertising campaign instant credibility and exposure.

I recommend: BBDO, DDB Worldwide Communications Group, Deutsch, JWT and Saatchi & Saatchi are some of the most highly respected New York advertising agencies.

Find an advertising agency in New York that targets the local market

If your company sells only in the local market, narrow your search to New York advertising firms that focus on your region.

I recommend: At Respond, you can search for “local firms only” to ensure that you find ad agencies in New York. To find ad agencies that know a local market in New York, consult with a chamber of commerce.

Opt for full service advertising agencies in New York that work for small and mid-sized businesses

Even in The Big Apple, you can find advertising companies in New York that work with small and mid-sized businesses.

I recommend: M2Design is one of many full service advertising agencies in New York that offers big agency talent on a small business budget. The James Group serves mid-sized businesses with more than $5 million in annual revenue. Ad Forum’s advanced agency search allows you to search for full service advertising agencies in New York by size of agency and clients.

Hire New York advertising agencies that specialize in New York-based industries

New York is known for finance, fashion and publishing. Look for full service advertising agencies in New York that handle these industries.

I recommend: At AAAAgencysearch.com, you can look up New York advertising agencies by industry experience, including fashion, financial services and media.

Helpful advice for making the most of this Guide

• •  Ask vendors and colleagues in professional associations for referrals for advertising companies in New York.
• •  Determine upfront how you will pay the advertising agency. In New York, agencies use a variety of fee structures, including billable hours, monthly retainers and by project.
• •  If you opt for small ad agencies in New York, ask if work is outsourced and if so, who has accountability for the freelance portion of the project.

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Stay updated on how the economy affects New York advertising agencies

In today's economy, it's common to work with a vendor today and read the headlines tomorrow that it's closing. Many New York advertising agencies as well as firms across the United States are finding unique and creative ways to stay afloat despite economic troubles.

I recommend: Check out the International Herald Tribune to read news and trends of creative advertising campaigns. You may also check out the New York Times to learn more about the advertising agency industry in New York.

Research diversity issues affecting New York ad agencies

Over the past few years, diversity has been a hurdle for many New York advertising agencies. Many regularly host annual diversity job fairs and other programs in an effort to recruit professionals of various cultures and backgrounds. If diversity is a key component of your business, be sure to inquire about the current and planned diversity efforts of the New York full service ad agency with which you intend to work.

I recommend: Consider checking out Workforce to find out more about diversity efforts by New York advertising agencies. You may also read more about the city’s efforts by visiting BNet.

Watch out for new technologies offered by NY ad agencies

Online New York advertising agencies are holding steady. To keep up with the industry, many New Your advertising agencies are going online and taking advantage of new technology. Emerging technologies enable New York advertising agencies as well as firms across the United States to cost-effectively reach a broader audience.

I recommend: Visit Business Wire to read more about the success of online New York ad agency, Epic Advertising. You can also check out news on out of home video networks at MediaWeek.

Helpful advice for making the most of this Guide

• •  For long-term success, it's important that you choose New York ad agencies that are not only creative, but also trustworthy, reliable, dedicated to meeting deadlines, offer expanded services and have the right chemistry with your company management team.

Action Steps
The best contacts and resources to help you get it done

Account executive

The account executive is the primary point of contact between a full-service New York advertising agency and its clients. Account executives are responsible for making sure the agency is delivering on the clients' needs and that the clients are happy with the agency's approach. On occasion, account executives provide suggestions for ad campaigns, but they are not primarily responsible for the development of the campaign.

I recommend: At Connexions-Direct there is a thorough description of the account executive's role, with examples.

Creative director

The creative director runs a team of 'creatives.' At full-service New York advertising agencies, creative directors are responsible for the approach and content of a campaign, including the types of media in which to buy time or space.

I recommend: Sessions Online School of Design offers a description of the creative director position.

Rate card

If you really want to impress your contact at the full-service New York ad agency, you will use this term. A rate card is the published rates and ad space availability for a particular media such as a newspaper, magazine, radio station or Web site. These published rates are usually subject to change and often negotiable.

I recommend: Crucial Marketing gives a definition of rate cards.

Tag line

The tag line is the spiffy little phrase that often follows the brand name. It is usually a description of the brand's goals and is aimed at appealing to consumers. A tag line will be part of most ad campaigns developed by full-service New York advertising agencies.

I recommend: Tag Line Guru offers a list of companies and their tag lines. Visit its homepage for more information on what a tag line is.

Zine

Zines are magazines published online instead of on paper, and you can only find them on the Internet. They usually appeal to a targeted market and are a nice value play for clients of full-service advertising agencies in New York because they have smaller audiences, but the audiences are usually very predictable in terms of interests and scope.

I recommend: At Ink Pot you can review different zines from several categories and find an explanation of how zines work.

Advertorial

Advertorials are ads dressed to look like editorial content. Full-service New York advertising agencies use advertorials to help their clients communicate with their stakeholders.

I recommend: Visit Advertorial for a full definition of the term.