Advertising is the main source of communication between a company and consumers. Businesses can choose in-house advertising or use an external advertising agency. The amount of money allocated for advertising plays an important role in whether a company chooses to use an in-house source or an external advertising agency. Using an external agency has several advantages, including:• Reduced costs such as less employee time spent on promotion and design• More expertise• An outside perspective• Access to talent (Clow & Baack, 2014, p. 121) External agencies can provide all or part of the necessary services. Some agencies provide specialized services while others may provide services in all avenues of marketing and promotions. Full-service agencies not only create advertisements, but also develop a complete marketing approach for their clients' product or service. Advertising agencies work with their client company to determine the target market and the best way to relay the company's message. They then create a message theme and design an ad using the best message strategy, execution framework and spokesperson. Advertising Agencies Three of the top ten advertising agencies were selected for comparison. The agencies are the Gray Group, BBDO and Wieden+Kennedy. Each agency offers a full range of services and builds an impressive customer base. The Gray Group opened its doors in 1917. Its portfolio includes clients such as the NFL, Direct TV, Playtex, Olive Garden, E*TRADE, Febreze and Cover Girl. BBDO has 127 years of experience in the advertising field. Their list of well-known clients includes AT&T, Lowe's, Visa, Mars, Mercedes-Benz and HP. Wieden+Kennedy only has thirty years of experience. Nik...... middle of paper ......ting, branding, advertising and promotions. In collaboration with the client company, the agency creates an advertising design. Most advertisers include an affective message strategy in their advertisements. An emotional message strategy is used to arouse a person's emotions. Emotional appeals are made in the majority of these advertisements. Emotional advertising is effective in establishing a connection between the consumer and the brand. Works Cited BBDO. (nd) Customers all over the world. Retrieved from: http://www.bbdo.com/files/upload/bbdo_fact_sheet.pdf Clow, K. & Baack, D. (2014) Advertising, promotion and integrated marketing communications. (6th ed.) Upper Saddle River, NJ: Pearson Education, Inc. Gray. (2013) Famously Effective Since 1917. Retrieved from: http://grey.com/aboutWieden+Kennedy. (2013) Ivoryisms [Video file]. Retrieved from: http://www.wk.com/