full-service agency

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An advertising agency with its own departments for creative work, market research, and media planning and buying. Many of the major agencies have ‘unbundled’ some of their services, focusing on account handling (see account handler). Smaller advertising boutiques are variously media independents (specialist media agencies handling media buying and planning), creative specialists (see creatives), and production specialists (video and broadcast production companies).

Subjects: Media Studies.

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