AMBASSADOR MARKETING

What Is a Full-Service Marketing Agency? Services, Price & How to Choose

In 2024, the full-service digital marketing industry was worth over $343 billion.

By 2037, it's expected to hit $1.08 trillion.

This boom underlines a growing need for all-in-one marketing solutions.

Businesses want agencies that handle everything—ads, content, SEO, and more—all in one place.

This guide breaks down what full-service marketing agencies do, why they matter, and how to choose the right one.

Let’s dive in.

P.S. Want to see top agencies that deliver measurable results? Check out the Best 41 Performance Marketing Agencies to find experts who optimize every marketing effort for maximum impact.

TL;DR:

Full-service marketing agencies handle all aspects of marketing, from branding and ads to SEO, content, and influencer marketing.

Market growth: The industry was worth $343B in 2024 and is projected to reach $1.08T by 2037, reflecting a demand for comprehensive marketing solutions.

Full-service vs. niche agencies: Full-service agencies offer broad expertise and integrated campaigns, while niche agencies focus on specialized areas like influencer marketing or SEO.

Core services include:

• Strategic planning & market research to align campaigns with consumer behavior.
• Branding & creative services for consistent messaging.
• Digital marketing (SEO, content, social media, influencer marketing, email).
• Traditional marketing (TV, radio, print, billboards).
• Web design & development for user-friendly, high-converting sites.
• Public relations & crisis management to build and maintain brand reputation.
• Analytics & performance tracking to optimize marketing spend.

Cost: Agencies charge between $1,500 to $10,000+ per month, depending on services and scope.

Benefits of full-service agencies:

• Integrated strategy & consistency for brand recognition.
• Cost efficiency through bundled services.
• Diverse expertise covering all marketing needs.
• Flexibility & scalability to adapt to market trends.

How to choose the right agency:

• Review expertise and case studies.
• Ensure services match business goals.
• Check communication processes.
• Understand pricing models and contract terms.

Top agencies:

• inBeat: Micro-influencer and UGC marketing.
• Rooster Marketing: Integrated campaigns with 15+ years of experience.
• Ketchup Marketing: Full-scale services across branding and digital marketing.

Potential drawbacks:

• Risk of generalized expertise instead of deep specialization.
• Communication bottlenecks between multiple teams.
• Slower response to rapid market changes compared to smaller, agile firms.

Bottom line: A full-service agency offers comprehensive marketing under one roof, making it easier to manage and scale campaigns. However, businesses should assess their needs to determine if they require a broad service approach or a niche expert.

What Is a Full-Service Marketing Agency?

A full-service marketing agency handles every marketing service in one place.

Historically, agencies began as space brokers, purchasing advertising space in newspapers.

Then, as marketing got more complex, agencies expanded to cover everything—ads, branding, digital campaigns.

Businesses wanted a single team to keep their messaging consistent.

Now, these agencies run everything from TV spots to social media ads, making sure brands stay visible and relevant.

But what sets a full-service agency apart from a specialized or niche agency?

Let's explore the differences:

Full-Service vs Specialized/Niche Agencies

Full-service agencies handle almost all marketing-related aspects, while niche marketing agencies focus on a key aspect. More services mean a cohesive campaign, broad expertise, scalability, and even some discounts for bulk packages.‌‌

Here’s a detailed comparison of full-service marketing agencies and specialized/niche agencies:‌‌

The distinctions above bring us to our next point:

Core Services Offered by Full-Service Marketing Agencies

Let's dive into the core services provided by full-service marketing agencies:

Strategic Planning & Market Research

Full-service marketing agencies handle strategic planning and market research.

That means analyzing the market, understanding consumers, and studying competitors.

But strategy alone isn’t enough – in fact, 67% of well-planned strategies fail due to poor execution. Yes, that stat is about well-planned strategies.

“Strategic planning is worthless - unless there is first a strategic vision.” - John Naisbitt, American author and public speaker in the area of future studies.

‌‌Solid research and planning based on a vision is what helps agencies create marketing strategies that actually connect with the right audience.

The result?

More effective campaigns that align with real consumer behavior and market trends.

Branding & Creative Services

Full-service marketing agencies handle everything from logo design to brand messaging and visual identity.

They create a clear, consistent brand that connects with your audience.

Strong branding helps businesses build trust and stand out, directly impacting sales.

Notably, 88% of consumers consider authenticity a key factor when deciding which brands to support. So, make sure your branding efforts reflect your true colors.

Digital Marketing

Full-service marketing agencies offer everything you need to increase your brand's visibility and engagement online:‌

Key offerings include:

• Search Engine Optimization (SEO): Agencies optimize website content to improve search engine rankings, increasing organic traffic. That’s essential because 68% of online experiences begin with a search engine.
• Content marketing: Multi-service marketing agencies can develop valuable content to attract and retain audiences, building up your trust and authority in the niche. You need that because companies with blogs produce 67% more leads monthly than those without.
• Email marketing: Creating personalized email campaigns helps nurture leads and drive conversions. Besides, email marketing offers an average return of $42 for every dollar spent, so you need that, too.
• Social media management: Managing brand presence across platforms increases engagement and brand loyalty. Over 3.6 billion people use social media worldwide, which proves why it’s so important to add it to your marketing mix.
• Influencer marketing: Collaborating with influencers means leveraging their reach to promote products authentically. The influencer marketing industry is projected to be worth $9.29 billion by 2025, and that’s just the beginning.

The benefit here is that you can opt for a discounted bulk package encompassing more services.

Even better, you’re working with one agency, which means they’ll be able to coordinate multiple departments seamlessly, so your strategy will be more consistent. For example, the SEO team can see in-house data about the ads driving most clients, so they can look for organic opportunities targeting similar keywords/ content niches.

Traditional Marketing

Full-service marketing agencies still handle traditional advertising alongside digital campaigns.

That includes print, TV, radio, and billboards. Traditional ads aren’t dead—far from it. In 2023, global spending hit $806 billion, and it’s expected to jump to $1.75 trillion in 2024.

Agencies use these channels to reach different audiences and ensure full coverage.

Mixing traditional and digital methods keeps your messaging consistent, strengthens brand presence, and maximizes impact.

Web Design & Development

Full-service marketing agencies handle everything from building websites to designing the user experience and keeping things running smoothly.

Good design isn’t just about looks—it directly impacts credibility, with 75% of users judging a site based on its design.

That’s why professional web design matters.

These agencies make sure websites work well, look sharp, and match a brand’s identity while meeting user expectations.

Public Relations & Communications

Full-service marketing agencies handle PR and communications to keep your brand’s reputation solid.

Here’s what they do:

• Media relations: Connect with journalists to get your brand in the news.
• Press releases: Share company updates with the public and media.
• Crisis management: Develop strategies to protect and defend a company facing a public challenge to its reputation.
• Event marketing: Organize events to promote products or services.

Analytics & Performance Tracking

Full-service marketing agencies track campaign performance with real data, not guesswork.

They monitor key metrics like click-through rates, conversions, and customer lifetime value to see what’s working and what’s not.

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” - Peter Drucker, Austrian American management consultant, educator, and author.

‌‌Pro tip: Utilize our Free Toolkit to jumpstart your analytics and performance tracking. This resource equips you with the tools needed to seamlessly measure and enhance your campaign's impact.

This helps businesses focus on strategies that deliver results instead of wasting money on ineffective tactics.

Remember: Companies that use marketing analytics tend to be more profitable.

The next step is evaluating the cost of these services and how they fit within your marketing budget:

How Much Does Full-Service Marketing Cost?

Full-service marketing agency costs vary based on services, goals, and agency experience.

On average, businesses invest between $1,500 and over $10,000 per month, with a typical expenditure of around $3,500.

Specific services influence pricing; for instance, social media marketing ranges from $900 to $20,000 monthly, while SEO services can cost between $1,000 and $30,000 per month.

Benefits of Partnering with a Full-Service Marketing Agency

Here’s why working with a full-service marketing agency can scale your business growth:

Integrated Strategy & Consistency

Working with a full-service marketing agency keeps your brand’s message clear and consistent.

That builds trust and makes people remember you. In fact, integrated campaigns are 31% more effective at brand building.

Cost Efficiency & Streamlined Processes‌

‌‌Working with a full-service marketing agency saves money because they tend to offer bulk services and discounts.

Besides, you skip the hassle of managing everything in-house, which speeds up execution.

That’s why 60% of businesses outsource marketing—to get better results without the extra overhead.

Access to Diverse Expertise

Working with a full-service marketing agency gives you access to experts in every area of marketing.

Instead of juggling multiple vendors, you get everything handled in one place by specialists who know what they’re doing.

Flexibility & Scalability

Working with a full-service marketing agency means you can easily adjust and scale your marketing efforts to keep up with market changes and grow your business.

These agencies are quick to tweak campaigns to match current trends and consumer behaviors, helping your brand stay up-to-date in a fast-moving market.

How to Choose the Right Full-Service Marketing Agency

While the advantages of collaborating with a full-service marketing agency are clear, selecting the right partner requires careful consideration.

Here’s how to choose an agency that actually fits your business:

Assess Agency Expertise and Portfolio

Checking out an agency's previous work, like case studies and past campaigns, is key.

You also want to see what their clients have said about them.

It's worth noting that 90% of people read online reviews before they decide to use a business.

This shows just how crucial those client testimonials are in proving an agency's worth.

Pro tip: Ask for case studies that show what the agency did, how they did it, and the results. Talk to past clients to see if they were happy with the work.

Understand Service Offerings and Customization

When choosing a full-service marketing agency, make sure their services match your marketing goals.

With a solid alignment between sales and marketing, the agency will be better equipped to meet your specific needs.

In fact, getting this right can increase your marketing revenue by up to 208%.

Pro tip: Ask for a customized strategy outline before signing with an agency. That way, you’ll see if their approach fits your marketing needs and whether they can adjust to your audience and business goals.

Evaluate Communication & Collaboration Practices

When choosing a full-service marketing agency, check if they use project management tools like Trello or Asana to keep tasks organized.

‌Ask how often they report on progress so you’re not left guessing.

Clear processes and honest communication make for a better working relationship.

Pro tip: Set clear communication rules from the start—what channels to use, how fast to respond, and who to contact. This keeps things running smoothly and avoids confusion.

Analyze Budget, Pricing Models, and Contract Terms

When selecting a full-service marketing agency, it's important to understand their pricing models.

Agencies may offer retainer agreements for ongoing services or project-based pricing for specific campaigns.

Some agencies also provide performance-based models, where fees are tied to campaign success.

Evaluating these options ensures alignment with your budget and marketing objectives.

Pro tip: Check the agency’s contract terms to see how they handle billing and contract changes. Make sure you can adjust your marketing spend as needed.

Top 3 Full-Service Marketing Agencies

Let's explore the top 3 full-service marketing agencies that stand out in the industry:

1. inBeat

inBeat Agency is a great full-service marketing agency due to its results-oriented approach and impressive client portfolio.

Specializing in micro-influencer marketing and user-generated content (UGC), inBeat creates personalized campaigns that resonate with target audiences.

Their notable clients include New Balance, Linktree, Hopper, Nissan, Disney, and Hurom.

By leveraging data-driven strategies and collaborating with top-tier content creators, inBeat ensures high engagement and measurable results for brands across various industries.

2. Rooster Marketing

‌Rooster Marketing is a full-service marketing agency with over 15 years of experience delivering integrated marketing campaigns.

They specialize in creating insightful marketing concepts and providing complete solutions that drive growth and success.

Their services include strategy, branding, creative design, web development, content creation, SEO, PPC, social media management, and event management.

3. Ketchup Marketing

Ketchup Marketing is a full-service marketing agency offering a comprehensive range of services, including marketing strategy, digital marketing, graphic design, branding, and website development.

Their in-house team comprises qualified marketers, designers, developers, and copywriters, ensuring cohesive and effective campaigns.

Cons of Full-Service Marketing Agencies

Full-service agencies cover everything, but they’re not perfect.

Here’s what to watch out for:

Potential Drawbacks of a Full-Service Approach

While a full-service marketing agency offers broad capabilities, you risk diluting specialized expertise.

This "jack-of-all-trades" approach may struggle with deeply technical or niche markets like virtual reality or advanced technologies.

To mitigate this, choose an agency that works with tech-savvy specialists or domain experts who bring technical depth.

Communication Bottlenecks Across Multiple Teams

Coordinating multiple teams in a full-service agency can lead to misalignment, duplicated efforts, and inconsistent messaging. To avoid this, implement a single source of truth—a shared project management platform like Asana, Trello, or Monday.com—to centralize tasks and streamline collaboration.

Define clear approval workflows to prevent delays and assign dedicated liaisons between teams. The point is to ensure smooth execution across all marketing channels.

Adapting to Rapid Market Changes

A full-service agency can struggle with staying agile in fast-moving markets, leading to outdated strategies and missed opportunities.

This is true because full-service agencies operate with broader scopes and larger teams, which can slow down decision-making and adaptability.

To stay ahead, establish a real-time data monitoring system using tools like Google Trends, Brandwatch, or Sprout Social to track shifts in consumer behavior.

Leverage AI-driven analytics to predict trends and adjust campaigns proactively. Implement agile marketing sprints to test and refine strategies quickly. All this is to make sure your approach remains competitive and adaptable.

Full-Service Marketing Agencies: Worth It or Too Much?

A full-service marketing agency handles everything—ads, branding, content, SEO, and more—so you don’t have to juggle multiple vendors.

It keeps your marketing strategy consistent and saves you time.

The upside? You get a single team that covers all your marketing needs across digital platforms and traditional media.

The downside? Some agencies spread themselves too thin, making it harder to get deep expertise in niche areas. Communication can also get messy across multiple teams.

The key is finding an agency that knows how to stay agile, uses advanced technologies to track market trends, and actually understands your business goals.

P.S. Wondering which agencies actually deliver? Check out our Top 16 Performance Creative Agencies to find experts who turn strategy into results.

Frequently Asked Questions

What is a full-service market?

A full-service market refers to a business model where a marketing agency delivers a comprehensive solution across all marketing disciplines. Instead of relying on multiple marketing agencies, businesses get a single team managing everything from strategy development to advertising efforts.

‌‌What does a full-service agency offer?

A full-service agency provides a broad range of marketing services under one contract. This includes search engine marketing, social media advertising, email marketing campaign execution, and display ads management. Some agencies also handle business presentations, branding services, and motion marketing.

‌‌What is a full-service communications agency?

A full-service communications agency specializes in content creation, public relations, and advertising strategies. They manage press releases, brand messaging, and customer experiences while coordinating social media posts and client reviews to maintain brand reputation.

‌‌What is the structure of a full-service agency?

A full-service digital agency typically includes branding teams, digital marketers, creative development specialists, and content team members. Some larger firms also integrate SEO services, conversion rate optimization, and business model consulting for clients.

‌‌How is a full-service marketing agency different from a niche agency?

A full-service ad agency covers a variety of marketing services, while a niche marketing agency focuses on a specific aspect of marketing, such as influencer marketing agencies or Google Local Service Ads management. Full-service agencies offer comprehensive marketing plans, whereas niche firms provide personalized experiences in one area.

‌‌Who should hire a full-service marketing agency?

A business owner looking for comprehensive solutions should consider a full-service agency. This is ideal for companies that need to manage cross-functional campaigns without hiring multiple individual specialists.

‌‌How much does a full-service marketing agency cost?

Costs range from marketing retainers at $1,500/month to over $10,000 for larger brands requiring comprehensive services. Pricing depends on advertising services, email campaigns, and social media campaign complexity. If they’re offering branding strategies and creative strategy, too – they will probably charge premium rates.

‌‌What industries benefit the most from full-service agencies?

Industries that require multi-channel marketing, strong brand consistency, and specialized digital strategies—such as eCommerce, healthcare, SaaS, and service-based businesses—gain the most. These sectors require cohesive marketing campaigns, digital strategy, and high-impact social platform engagement.

‌‌Can a full-service agency replace an in-house marketing team?

Yes, but it depends on business needs. A full-service solution offers a cohesive team with expertise in digital ad campaigns, content strategy, and branding agency work. However, companies needing full control over their active audience interactions may still require house teams for internal execution.