Marketing & Advertising

Full-service shops and single-channel specialists share this category. Digital Marketing is where the full-service agencies sit; if the work is already narrowed to search, social, email or editorial, that is SEO & SEM, Social Media Marketing, Email Marketing & CRM or Content Marketing. Advertising Agencies buy space and make the ads that fill it; Public Relations chases coverage nobody paid for.

Branding & Design means naming, positioning and identity systems, not the production of individual assets — that is Graphic Design, in Media & Creative Services, where Web Design & Development also sits. Market Research & Analytics lists the agencies running the research; the automation and CRM platforms themselves are software, under Software & Technology, and print and merchandise fall to Printing & Packaging.