Get In Touch
I just need to clarify the headline of this ad blog when I refer to this statement as applying to local media reps and not national media reps. This ad blog will touch the nerve of only a few sales reps, because it holds validity. National media reps LOVE ad agencies because it's those ad agencies which drive their revenue and bonus money. As an agency we will have the odd local client tell us that the media rep has relayed to them not use an agency because they will save money by buying direct from them. When I come across this comment it's usually from a business owner who has been in touch with a radio or print sales rep, and you'll see why.
As agencies work for the best interest of the client in terms of how ad dollars are spent most efficiently, an agency does not represent any one media but rather consults for the best fit based on a list of factors ranging from budget, type of campaign, creative, location, target audience etc.
The agency's job is to get more for the same amount of money a client would spend or less. When I refer to "More" it could apply to a more efficient schedule, bonus commercials, promotions or better rate.
Overall the agency acts as a strategist, gate keeper and negotiator as a partner with the client on their behalf. As an example, a local radio rep represents usually 1 - 3 radio stations which are either independently owned or owned by a conglomerate. Not only are radio reps in competition with people on their own team, they are in competition with other stations in the market. The rep may typically have the viewpoint that everyone is in competition with them for those available ad dollars from a business in the marketplace. Now you can see how an agency can be a bee in the resp bonnet ensuring the client's ad budget is not being over-killed and driven to the reps own stations. In many small to medium sized markets there are typically more radio and print options in the marketplace, hence these reps are slightly more pugilistic in nature when vying for ad dollars.
As opposed to writing a long dissertation as to why some media reps prefer businesses not to use an agency to media buy allow me to bullet point it: