What type of agency generally manages extensive campaigns beyond creative work?

A full-service agency is designed to handle a wide range of marketing and advertising needs for clients, encompassing not only creative aspects but also strategic planning, media buying, public relations, and overall campaign management. These agencies provide a comprehensive suite of services, which enables them to create integrated marketing strategies that align with the client's business objectives. By managing extensive campaigns, full-service agencies coordinate various communication channels and ensure a cohesive message across different platforms.

In contrast, creative boutiques focus primarily on the creative side of advertising, offering specialized design and branding services rather than overseeing large-scale campaign strategies. Media specialists concentrate on purchasing and optimizing media placements but do not typically involve themselves in creative development or broader marketing strategy. Marketing strategy firms may provide consultancy and strategic direction but often lack the full-service operational capabilities required to execute and manage an extensive campaign effectively. Thus, full-service agencies are uniquely positioned to oversee all facets of an integrated marketing communication campaign.