Agency Meaning
The plain-language dictionary
/ˈmiːnɪŋ/
Short, honest definitions of the words people use at work, with examples and the mix-ups to avoid.
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- 01 What a word stands for.
- 02 What someone means by it.
- 03 Why it matters in practice.
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A brand or identity
- brand identityThe visible and verbal elements that express a brand, such as logo, colors, typography, imagery and tone.
- branding agencyAn agency that creates or refreshes a brand's identity, including strategy, name, visual style and verbal tone.
- brand strategyA plan that defines what a brand stands for, whom it serves and how it will be different and consistent over time.
- brand voiceThe consistent personality and style a brand uses in its words, across all channels.
Advertising
- above the lineMass-media advertising aimed at a broad audience, such as television, radio, print and outdoor, as opposed to targeted tactics.
- account directorA senior agency role responsible for the overall client relationship and the commercial health of one or more accounts.
- account managementThe agency function that manages the client relationship, coordinating briefs, timelines, budgets and approvals.
- account plannerA strategist who uses audience insight and research to guide an agency's creative and media direction.
Being found online
- keyword researchThe process of discovering the words and phrases people use in search engines and judging which are worth targeting.
- link buildingThe practice of earning links from other websites to your own, as a signal of relevance and authority to search engines.
- local SEOOptimizing a business's presence so it appears in searches with a geographic intent, such as near me or a town name.
- search engine optimizationThe practice of improving a website so that search engines can find it and show it prominently for relevant searches.
Press and reputation
- crisis communicationsPlanned and rapid communication to manage reputation and trust when an organization faces a serious problem.
- earned mediaPublicity gained through merit, such as news coverage, reviews and shares, rather than paid placements or owned channels.
- media relationsThe practice of building and maintaining working relationships with journalists and editors to secure accurate coverage.
- PR agencyAn agency that manages a client's reputation and relationships with journalists, the public and other stakeholders.
A contract to read
- actual authorityThe power an agent genuinely has because the principal expressly granted it or clearly implied it.
- agency agreementA contract that sets out the terms under which one party acts as agent for another, including authority, payment and duration.
- apparent authorityThe appearance of authority that a principal creates, leading a third party to reasonably believe an agent can act for them.
- change orderA written agreement that adjusts scope, cost or schedule after the original contract has been signed.
Topics
Browse by topic
Every term sits in one topic.
- A brand or identity Strategy, voice, guidelines and rebrands. Terms: 6
- Advertising Campaigns, media buying and the numbers behind them. Terms: 18
- Being found online Search, content and links. Terms: 8
- Press and reputation Media relations, releases and crisis work. Terms: 7
- A contract to read Fees, scope, liability and termination. Terms: 19
- Creative work Briefs, concepts, copy and design. Terms: 10
Guides
Read it through
Longer explainers for the decisions around the words.
- Advertising Metrics Explained: CPM, CPC, CPA, ROAS and Attribution
- Agency Contracts Explained: MSA, SOW, Kill Fees and More
- How Agencies Charge: Fee Models Explained in Plain English
- How to Choose an Agency: A Step-by-Step Selection Guide
- How to Run an Agency Pitch That Gets Better Work
- How to Work With an Agency: Onboarding, Feedback, Reporting and Exit
Questions
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