Making the most of full-service advertising agencies in Washington, DC will help businesses stretch their advertising dollars. Because competition is so intense for DC advertising agencies, business owners have a variety of firms from which to choose.

While creativity is important, businesses should hire advertising agencies in Washington, DC that have similar values and goals. Making the most of full-service advertising agencies in Washington, DC allows businesses to partner with a firm that can increase company exposure in a cost-effective manner. Some key factors to consider include:

1. Determine why you want to hire DC advertising agencies.

2. Take time to evaluate various ad agencies.

3. Think long term when choosing DC ad agencies.

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

Outline your need for Washington, DC advertising agencies

The first step in finding the right Washington DC advertising firm is gaining a better understanding about why you want to outsource your advertising needs. Many businesses simply do not have the resources to employ in-house marketing professionals, while others seek ad agencies to complement their in-house advertising team. Be sure that you can clearly articulate your needs when interviewing ad agencies in Washington DC.

I recommend: Check out Articles.DirectoryM.com to read more about what to look for when choosing ad agencies in Washington DC. You may also read about etiquette tips for selecting DC ad agencies by visiting DCAdAgencies.Com.

Assess qualifications of various advertising companies in Washington, DC

Hiring an advertising agency is a critical business decision - one that shouldn't be taken lightly. It's important that you don't rush to hire the first advertising agency professional you meet. Take time to review the credentials of several full-service advertising agencies in Washington, DC before making a final selection.

I recommend: You may consider checking out DCpages.com for a list of advertising agencies in Washington, DC. You may also check out GetMequotes.com to find a reputable DC ad agency.

Focus on long-term success when selecting Washington, DC 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 DC ad agencies solely on creative ad campaign capabilities. For long-term success, choose advertising agencies that are trustworthy, reliable, dedicated to meeting deadlines, offer expanded services and have the right chemistry with your company management team.

I recommend: Consider checking out JDG Communications, an award-winning DC advertising agency. You may also consider contacting the Borenstein Group, a DC ad agency, which Advertising Age ranked as a Top 500 firm.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  It's a good idea to network with other companies in your industry to obtain referrals for Washington, DC advertising agencies. Doing so will help you find advertising agencies that can appropriately communicate your brand in a cost-effective manner.

Advertising agencies in Washington, DC are known for their political know-how. Although many full service advertising agencies in Washington, DC cater to the campaign crowd, many others target a vast array of markets and industries — both large and small.

Full service advertising agencies are creative powerhouses that handle all types of advertising, including television commercials, print ads, direct marketing campaigns, promotions, events, packaging, branding, design, new media and outdoor advertising. Hiring such an agency can jumpstart your campaign and ensure that all of your marketing efforts present a cohesive image and message.

You can choose any type of ad agency in Washington, DC by:

1. Deciding if you need a large national advertising agency or a small advertising firm.
2. Choosing advertising agencies in Washington, DC that specialize in political campaigns or have contacts in government or with lobbyists that you are targeting.
3. Washington, DC, is the eighth largest media market in the nation, and many full service advertising agencies in Washington, DC can handle your local campaign.

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

Search directories for ad agencies in Washington, DC

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

I recommend: The American Association of Advertising Agencies’ AAAAgencysearch.com lets you search for its members by state. DCPages.com lists ad agencies in Washington, DC. ProductionHub.com has listings of advertising agencies in the Capitol and the surrounding cities in Maryland, Virginia and Delaware.

Search for award-winning advertising agencies in Washington, DC

You don't have to have a multi-million dollar budget to work with an advertising agency in Washington, DC 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 Washington, DC and surrounding areas, search for winners of the ADDY Awards — part of the American Advertising Federation — or the Telly Awards.

Choose national or international advertising agencies in Washington, DC

Hiring one of the big-name advertising companies in Washington, DC or the greater DC metropolitan area can give your advertising campaign instant credibility and exposure.

I recommend: The Borenstein Group, Arnold Worldwide, Marmillion + Company, Qorvis Communications and Ogilvy Worldwide are some of the most highly respected Washington, DC advertising agencies.

Find an advertising agency in Washington, DC or the metropolitan area that targets the local market

If your company sells only in the local market, narrow your search to Washington, DC 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 Washington, DC. To find ad agencies that know your local market, consult the local DC Chamber of Commerce.

Opt for full service advertising agencies in Washington, DC that work for small and mid-sized busine

A number of advertising companies in Washington, DC work with small and mid-sized businesses.

I recommend: RMR & Associates, Inc. offers a Small Business Solutions Starter Kit to help establish a business identity and advertising plan. Boscobel Marketing Communications is a full service boutique ad agency that serves small and mid-sized clients. Edge Advertising provides small businesses with advertising strategies with big ideas.

Hire Washington, DC advertising agencies that specialize in DC-based industries

Washington is known for politics, transportation, non-profits, defense, energy and government. Look for full service advertising agencies in Washington, DC that handle these industries.

I recommend: At AAAAgencysearch.com, you can look up Washington advertising agencies by industry experience.

Tips & Tactics

Helpful advice for making the most of this Guide

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

The increase of Internet marketing is one of the most highly discussed full service advertising agencies in Washington, DC news and trends. Not too long ago, creating attention-grabbing television spots were advertisers’ answers for reaching a broad audience.

Today, television spots are nearly a marketing tool of the past as Flash video, search engine optimization (SEO) keywords and turnkey e-commerce sites have grown increasingly popular. Buyers are spending more time on the Web and less time watching television. Staying abreast of full service advertising agencies in Washington, DC news and trends will help your agency compete in New York’s advertising market. Consider the following tips to stay current:

1. Join local associations to network with local advertising agency professionals.

2. Set up email alerts to receive newsletters on emerging technologies used by DC ad agencies.

3. Read magazines and other media dedicated to highlighting DC ad agency news and trends.

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

Network with other ad agencies in Washington, DC

Networking is a great way to learn about the marketing industry and information important to Washington DC ad agencies. Joining professional industry organizations will help you gain a better understanding of methods used by DC advertising agencies and how to best cater to buyers in the market.

I recommend: Check out MDDC Press Association to stay abreast of the latest full service advertising agencies in Washington, DC news and trends. You may also obtain information about DC advertising agencies by contacting the DC office of the American Association of Advertising Agencies.

Stay abreast of technology used by advertising companies in Washington, DC

For nearly 400 years, Washington DC has been a center for commerce, which is why it's home to some of the nation's top advertising agencies. Today, Web advertising has emerged as a marketing method that works. Billboards are great, but today's advertisers are cutting through the clutter with interactive video and other Internet marketing strategies.

I recommend: Read more about e-marketing methods used by DC ad agencies by checking out DC Webwomen, an organization comprising 300 DC area advertising professionals. You may also learn more about Internet marketing in DC by checking out DirectoryM.

Watch out for evolving DC advertising agencies news and trends

Regularly reading news and trends and attending local industry events will help you stay alerted on upcoming new trends in marketing. It's important that you make time to gain knowledge on the latest marketing news to make sure you can compete with other advertising companies in DC and that you can provide the type of creative services required by your clients. Setting up email alerts from industry newsletters is an easy way to receive updates directly in your email box.

I recommend: Consider attending events sponsored by the DC chapter of the American Marketing Association. You may also check out the Direct Marketing Association of Washington.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Social networking sites like MySpace and Facebook have grown increasingly popular as businesses use them as tools to promote their services. It's a good idea to join these communities to network with other Washington, DC advertising agencies.

Washington, D.C., is a government town, which means that there is more positional advertising than in other areas, but there is plenty of product advertising, too. Working effectively with full-service advertising agencies in Washington, D.C., means you will have to become familiar with terms like account executive, creative director, rate cards, advertorials, blueline and eye tracking. By learning full-service advertising agencies in Washington, D.C., key terms, you will be well on your way to sounding like an expert.

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

Account executive

An account executive will be your primary point of contact when you work with a full-service advertising agency in Washington, D.C. Account executives are responsible for effectively communicating the client's needs to the agency and overseeing that the agency's approach is satisfactory to the client. Account executives rarely develop campaigns.

I recommend: WiseGEEK has a thorough description of the account executive position.

Creative director

The creative director supervises a team of 'creatives' who are responsible for developing the content and scope of advertising campaigns for full- service advertising agencies in Washington, D.C. This is one of the key positions in a full-service advertising agency anywhere.

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

Rate cards

If your goal is to impress your contacts at a full-service advertising agency in Washington, D.C., understand the term rate card. Rate cards are the published rates for ad space or ad time. You can often negotiate these rates.

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

Advertorials

Advertorials are ads that look like editorial copy. This is a terrific tool for high-level executives or government officials who want to communicate with their stakeholders. With an advertorial, the ad looks like a regular print story, but the full-service advertising agency controls the content.

I recommend: Advertorial offers an in-depth look at advertorials.

Blueline

This is another inside term used at a full-service advertising agency in Washington, D.C. Blueline is the final copy that you can check before an ad goes to press.

I recommend: Love to Know provides a definition of this term.

Eye tracking

Full-service advertising agencies in Washington, D.C., use this term to describe the process for laying out an ad to take advantage of established human reading patterns.

I recommend: A good description of eye tracking is available at Prompt Research Insights.