Digital agencies come in all shapes and sizes, from small boutique agencies with just a handful of employees to large global agencies with thousands of employees. But no matter how small or large the agency, the internal structure will have similarities. Any digital agency has several key departments with unique skill sets who collaborate for the benefit of their clients. Agency roles and capabilities constantly evolve, but let’s take a look at some of the more common ones.
The Leadership has expertise and experience managing the business and leading strategy, conception, and business development.
Account management, also called client services, is the liaison and manager of relationships between the client and internal agency teams. They think about how to build the business, oversee strategy, initiate projects, and ensure messaging and creative are integrated across marketing touch points.
Strategic Planning Department
Strategic planning teams combines research with strategic thinking to uncover consumer insights and write an effective, inspiring creative strategy, also called the creative brief for the creative team. They think through the user experience, and facilitate integrated messaging across touch points, whether it’s mobile, social media, contact marketing, or emails.
The creative team includes several roles and levels, such as creative directors with creative development, copywriters, art directors, or graphic designers. Together, the creative team develops the creative idea that aligns with the brand and creative strategy.
A creative technologist team focuses on up-and-coming technologies and their connection to customer behavior, usage, and business opportunities. A web developer creates websites and applications. They evaluate how much traffic a website can hold, how much speed it can handle, and create content. Developers monitor the website to make sure it’s functional on all browsers, and test and update as needed.
The analytics team analyzes data to uncover insights that tell a story about the brand and its customers, they measure how a campaign performs in market, so you’ll know what’s working, or what you need to fix. They inform decisions about investment, targeting, and segmentation, and website usage.
There are also project managers and resource managers who manage multi-disciplinary integrated resources across multiple projects and client accounts. They partner with account management to manage client expectations, timelines, and deliverable.
Depending on the agency and its various clients needs, there are all sorts of capabilities, such as media planning and buying, social community managers, paid and organic search, content marketing strategists, customer relationship managers, and more.
To learn more about digital agency departments and capabilities you can search for digital marketing jobs on LinkedIn, and read job descriptions, or go to agency websites and read their open job descriptions.