The Importance of Choosing the Right Marketing Agency: Full-Service vs. Above-the-Line vs. Below-the-Line

Choosing the right internet marketing agency is a big decision. But, this decision is also an exciting one. With so many options available to you, it’s important to understand the different types of marketing agencies to help narrow down your selection process. A full-service marketing agency offers every type of service under one roof, while an above-the-line or below-the-line agency specialises in either traditional or digital channels respectively.

In this article we’ll explore these differences further and give you tips on how to choose the right company for your business!

Full-Service Marketing Agency

Full-service marketing agencies are the most comprehensive of the three types. They provide a variety of different services, including:

  • Brand strategy development and execution
  • Creative design and production (print materials, websites, signage)
  • Digital marketing (social media management, search engine optimisation/SEO)

Full-service marketing agencies can help you with all aspects of your marketing campaign. If you’re looking for an agency that will help with everything from creating a brand strategy to designing and producing print materials to managing social media accounts and optimising your website for search engines, then this is probably what you should choose.

Related: The Power of Google Business Profile: How to Optimise Your GBP to Boost Online Visibility

Above-the-Line Marketing Agency

Above-the-line marketing is a term used to describe advertising that is intended to reach a large audience. Examples of above-the-line marketing include traditional advertising, such as television and radio commercials.

Above-the-line (ATL) agencies typically offer services in the following areas:

Planning –

The ATL agency works with you to develop strategies for reaching your target market through various forms of media. They will help you determine what type of message should be conveyed in order to achieve your goals, as well as how best to present it so that it resonates with consumers at all levels of awareness about your brand or product line.

Production –

ATL agencies handle all aspects related to producing commercials and print materials such as scripts, voiceovers, graphics design etcetera . They can also provide additional services such as casting models/actors; location scouting; hiring camera operators etc.

Below-the-Line Marketing Agency

Below-the-line marketing is a type of marketing that uses non-traditional techniques to promote products and services. It can include direct mail, public relations campaigns, online advertising and more. Below-the-line marketing tends to be less expensive than above-the-line methods because it doesn’t require as much money to produce ads or commercials.

Deciding which marketing agency is right for your business involves defining your brand and choosing which service fits the needs of your business.

Before you can choose the right marketing agency for your business, it’s important to define your brand and choose which service fits the needs of your business.

Once you know what kind of marketing agency is right for you, it will be much easier to find an agency that fits within those parameters.


We hope that this article has helped you understand the differences between full-service marketing agencies, above-the-line and below-the-line agencies. In our experience, choosing the right partner is paramount to the success of your business.

The best way to do this is by knowing what type of internet marketing agency fits your needs and budget best so that when you find them, it will be an easy decision!

Looking for a manufacturing marketing agency? Or perhaps an engineering marketing agency? Contact Sarah on 07816071112 or email

Furthermore, if you found this blog useful, check out: Understanding The Return On Marketing Investment For Universities

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