When businesses look for outside help with their website, brand tone or communications, they often come across two types of agencies: creative agencies and marketing agencies. While both aim to help companies succeed and bring in more customers, they do it in very different ways. 'Creative agency' and 'marketing agency' are names that are both used interchangeably, making it confusing to know which services are offered. Understanding these differences can help you to choose the right partner for your business.
What a creative agency does
We're a creative agency at Haddington & Haddington. This means we're a bunch of design and arts-obsessed professionals with creative CVs. We write, illustrate, design, film and make things. When working with other companies, we focus on how their brand looks, feels and communicates with their customers. We help them to create the right visuals and identity that commands attention and communicates a brand’s message clearly. Creative agency services typically include branding, graphic design, web design, digital design, illustration, photography, copywriting and content creation. The focus is on originality, consistency and engagement rather than directly driving sales.
For example, a coffee shop might work with a creative agency to design its logo, colour palette, packaging, website and social media visuals. The creative agency ensures the brand feels sleek and professional, appealing, and instantly recognisable within its market, giving it the best chance to succeed and grow as a result of more customers.
Apple’s design and product aesthetics are also widely celebrated. Their creative teams, often working through external creative agencies, shape the look, feel and identity of products – from the iPhone itself, to packaging. Design alone, however, doesn’t drive Apple’s sales – it’s the visual experience and brand story that has people hooked.
What a marketing agency does
A marketing agency is focused on promoting a brand, reaching the right audience and driving results such as leads, conversions and sales. It's focused on the money side of things rather than the creative, arty side. Services often include campaign strategy, market research, digital marketing, social media management, advertising, email campaigns and public relations.
Marketing agencies take the creative elements like logos, visuals and messaging and use them strategically to reach audiences and achieve specific business goals. Returning to the Apple example, marketing agencies play a critical role in generating excitement before product launches. They build anticipation, target the right audiences and drive engagement, ensuring that Apple products not only look appealing, but also sell in huge volumes.
Key differences between creative and marketing agencies
Put simply, a creative agency builds the brand and creates compelling visuals and content. A marketing agency promotes the brand and drives sales. Think of it like putting on a show (the brand being the star). One agency shapes the stage, the costumes and the story. The other sells tickets and fills the seats with customers.
Both are important, but don't get them confused. A new business or a brand undergoing a refresh may prioritise creative services to ensure their identity is strong. A business looking to grow its audience or increase revenue may focus on marketing services to get as many conversions and sales as possible. Many companies use both, as they serve different purposes and bring complementary strengths into the mix.
How creative and marketing agencies work together
Creative and marketing agencies often collaborate with one another. For instance, a marketing agency might develop a campaign strategy, while a creative agency executes the visual and content elements for that strategy. This may include for instance a social media campaign that requires visuals from the creative agency, which are then pushed out by the marketing agency's campaign strategy. This collaboration ensures campaigns are not only strategically effective, but also visually memorable.
Some agencies offer integrated services, combining creative and marketing functions under one roof. They may call themselves something like 'creative marketing agencies'. Be cautious though and look at the agency's track record and processes very carefully. Doing both types of service equally well requires tip-top expertise in very different skillsets, and it's likely that an agency won't deliver equal expertise in both areas (despite their promises). The risk is that one side of the business (creative or marketing) may be stronger than the other (which is likely), or that projects don’t get the attention they need. If you’re considering an integrated agency, look closely at their case studies and results to make sure they have a proven track record in both creative execution and marketing strategy combined.
Choosing the right agency for your business
Before choosing an agency, decide what you need from them. Is it a stronger brand identity or a new logo, more engaging visuals, or creative storytelling? Or is your priority reaching the right audience, generating leads, and driving more sales? Many businesses benefit from a combination of both approaches.
Next, look at the agency’s expertise. Review their portfolio and case studies to see whether they have experience in the services you need. Look at their values, brands they have worked with before, and check out their reviews.
Finally, consider how the agency works. Do they do everything in-house? Or outsource their work elsewhere? Do they collaborate with other specialists? Do they offer integrated solutions that combine creative and marketing services? Finding a partner that aligns with your brand’s values, approach and goals gives you the best chance of securing results.
Final thoughts
Creative and marketing agencies both play critical roles in helping businesses grow. Creative agencies focus on storytelling, visuals and brand identity, while marketing agencies focus on stats, numbers and figures, and drill down into strategy, reach and conversion. Now you know how these two types of agencies work, you can make smarter decisions about which type of agency will best support your company's goals.
