Posted in Marketing and Strategy Terms, Total Reads: 369
Definition: Business to Business Agency
Not every company has a marketing department. For financial, strategic or operational reasons, a company may choose to outsource its marketing and advertising services to a business-to-business (B2B) advertising agency.
These business-to-business agencies could be contracted on a pay-for-performance or a retainer basis. One of the most famous and commonly known business to business marketing and advertising agency is Ogilvy & Mathers. For example, in 2013, Google India hired Ogilvy & Mather India to create an advertisement for the Google suite of products. Ogilvy India came up with Reunion (about the Partition of India) which had great impact and went viral in both India and Pakistan.
The advantage of outsourcing such marketing and advertising functions to business to business agencies is that the specialization developed by business-to-business agencies allows them to offer expert advise, rare perspective and keep abreast of the latest trends.
Just like the global investment banks, the global business-to-business marketing agencies also have league tables. For example, in 2013, the league table was topped by OgilvyOne.