As a freelance copywriter I am bound to have some bias but let’s look at all the options.
It really depends on what your business needs are. To find out exactly what that is, you will need to provide a brief. The brief helps identify what outcome you hope to achieve with your marketing, your workload capability and the budget you have to work with. Designing a branding package can be costly and something to consider if you are a home based business and only want to work 3 hours a day, 2 days a week.
Generally big companies with big budgets will hire an ad agency. They have a product they want to get out there to the most people as fast as possible. The best way to do that is through television and agencies can provide that. They will have a creative team that specialises in different areas of expertise and they will collaborate to create a brand and an ad campaign. Having a whole creative team and a project manager will get the job done faster with minimal do overs.
On the other hand, if you don’t fall into the above category, a good freelance copywriter might be the perfect match for you. Generally speaking a copywriter works best at producing copy. Ad agencies will often hire freelance copywriters who specialise in niche markets. With a copywriter you won’t have to pay a retainer to maintain your social media page, blog or newsletter. You only have to pay WHEN you want it.
But that’s not to say a copywriter is less capable of providing the same service as an ad agency. These days, copywriters have access to a network of experts to collaborate on projects at a click of a mouse, which has the added benefit of providing income for other small businesses.