Advertising is the main source of communication between a company and consumers. Businesses can choose internal advertising or use an external advertising agency. The amount of money allocated for advertising plays an important role in whether a company uses an internal source or an external advertising agency. Using an external agency has numerous benefits, including:• Reduced costs, such as less employee time spent on promotion and design• Greater expertise• An external 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 forms of marketing and promotions. Full-service agencies not only create ads but develop a complete marketing approach for their clients' product or service. Advertising agencies work with the client company to determine the target market and the best way to convey the company's message. They then create a message theme and design an ad using the best message strategy, execution structure and spokesperson. Advertising Agencies Three of the ten leading advertising agencies were selected for comparison. The agencies are Gray Group, BBDO and Wieden+Kennedy. Each agency provides a full range of services and maintains an impressive clientele. The Gray Group first opened its doors in 1917. Their portfolio includes clients such as NFL, Direct TV, Playtex, Olive Garden, E*TRADE, Febreze, and Cover Girl. BBDO has 127 years of experience in the advertising field. Their well-known client list includes AT&T, Lowe's, Visa, Mars, Mercedes-Benz, and HP. Wieden+Kennedy has only thirty years of experience. Nik... at the center of the card... information, branding, advertising and promotions. Collaborating with the client company, the agency creates an advertising project. Most advertisers include an affective message strategy in their ads. An affective message strategy is used to elicit a person's emotions. In most of these commercials, emotional appeals are made. Emotional advertising is effective in building a connection between the consumer and the brand. Works CitedBBDO. (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. Grey. (2013) Notoriously effective since 1917. Retrieved from: http://grey.com/aboutWieden+Kennedy. (2013) Ivoryismi [Video file]. Retrieved from: http://www.wk.com/