Institution - Advertising Agencies

The role of advertising agencies is to create artwork, posters, web-based media, or any other kind of commission for the company they are hired by. For example, if the WWF wanted to start a new advertising campaign, they would hire an advertising agency to create the media for them.
This would increase awareness of the campaign, and encourage more donations.
The image to the left is an example of the role of advertising agencies.
This image was commissioned by Greenpeace and created by Ogilvy and Mather, an advertising agency that have created work for Ford, Comfort, Nestle and many other companies.
The charity, therefore, would need to have contact with the agency, and inform them of their ideas and what they want the product to acheive.
Here is another example.

This is another image by Ogilvy and Mather. This one was created for the WWF.
The image depicts a sprawling city with houses, stadiums and skyscrapers in the shape of an elephant.
The text reads 'Our life at the cost of theirs?' and the message is that humans sacrifice the lives of animals and rainforests in order to build and extend their own 'lives' - their buildings, structures and roads, excetera. I think this image also denotes that because the buildings are in the shape of an elephant, it seems like 'space' - like an invasion of the animals' space; their territory i.e. the rainforests, swamps and jungles.
The pure black and white of the image also reflects the black and white of the WWF logo.
This image is effective because it includes everyday things like roads and flats which we would be used to seeing. It makes us see those things for what they are - an invasion of the space that animals could be inhabiting. This is what the advertisment portrays and makes us question whether it is worth sacrificing wildlife for our lives.

The role of the advertising agency in a charity's work is very important. It helps to make a brand recognisable, helps to portray to the general public what the charity's intentions are, in a way that the majority of people would understand.