Architects of the Pervasive and Persuasive

The McKenna Agency is a small advertising and business consulting firm with an omnipresent marketing philosophy. Moreover, we also specialize in the development of media for corporate training programs. Our primary market focus is the creation of high-appeal visuals and compelling audio content for the web, mobile devices, print and video marketing materials. Using a combination of your companies expertise and our business, media development and marketing knowledge, we work with all levels of an organization to develop custom corporate training programs and compeling marketing. The content we create is delivered via mobile devices, the web, CD/DVDs, broadcast television, mobile applications and print. We are dedicated to helping business entities and their employees succeed in new and existing markets.

Essentially, The McKenna Agency assists businesses in the formulation, development and execution of their marketing and training programs. In short, we add value by accelerating a clients business development and marketing objectives.

What we do and what typical Ad Agencies do

Long-gone is the era of Madison Avenue men. What is cornerstone to a modern day Ad Agency isnt high profile clients, but the value that an advertising company can provide Clients of all sizes, budgets and unique needs. Our Clients include entrepreneurs, sole proprietors, small businesses, corporations, non-profit organizations and government agencies. We are often contracted by to produce multifaceted media campaigns for all types of industries. While some advertising agencies limit the amount and kind of service they offer. Such agencies usually offer only one or two of the basic marketing services. For example, although some agencies that specialize in "creative" also offer strategic advertising planning service, their basic interest is in the creation of advertising. Similarly, some "media-buying services" offer media planning service but concentrate on media buying, placement, and billing. On the other hand The McKenna Agency has 5 specilized divisions;

1) Northwest Photo and Video - HD Video and Stock Photography services,

2) The Web Masters - full browser compliant & highly visual web design and mobile application services,

3) System Interactive Communications - Search Engine Marketing services

4) Avondale Studio - voiceover recording, audio design and commercial music composition services,

5) Systemic, Inc - marketing, management and employee development consulting services specializing in the creation of corporate training programs.

When the client chooses to use limited-service advertising agencies, it must assume some of the advertising planning and coordination activities that are routinely handled by the full-service advertising agency. Thus, the advertiser who uses limited-service agencies usually takes greater responsibility for the strategic planning function, gives greater strategic direction to specialist creative or media agencies, and exercises greater control over the product of these specialized agencies, ensuring that their separate activities are well-ordered and -coordinated.

Specialist Advertising Services

In addition to the full-service, general-line advertising agencies, there are also agencies that specialize in particular kinds of advertising: recruitment, help-wanted, medical, classified, industrial, financial, direct-response, retail, yellow pages, theatrical/entertainment, investment, travel, and so on. As a general rule our agency does not focus a specific industry.

Specialization occurs in such fields for a variety of reasons. Often, as in recruitment advertising, for example, specialized media or media uses are involved that require knowledge and expertise not ordinarily found in a general-line agency. In other cases, such as medical or industrial advertising, the subject is technical and requires that writers and artists have training in order to write meaningful advertising messages about it.
Such specialist advertising agencies are also usually "full-service," in that they offer all the basic advertising agency services in their area of specialization plus other, peripheral advertising services related to their area of specialization.

Interactive services

Interactive services differentiate themselves by offering a mix of web design/development, search engine marketing, internet advertising/marketing, or e-business/e-commerce consulting. Interactive agencies rose to prominence before the traditional advertising agencies fully embraced the Internet. Offering a wide range of services, some of the interactive agencies grew very rapidly, although some have downsized just as rapidly due to changing market conditions. Today, the most successful interactive agencies are defined as companies that provide specialized advertising and marketing services for the digital space.

The digital space is defined as any multimedia-enabled electronic channel that an advertiser's message can be seen or heard from. The 'digital space' translates to the Internet, kiosks, CD-ROMs, DVDs, and lifestyle devices (iPod, PSP, and mobile). Interactive agencies function similarly to advertising agencies, although they focus solely on interactive advertising services. They deliver services such as strategy, creative, design, video, development, programming (Flash and otherwise), deployment, management, and fulfillment reporting. Often, interactive agencies provide: digital lead generation, digital brand development, interactive marketing and communications strategy, rich media campaigns, interactive video brand experiences, Web 2.0 website design and development, e-learning Tools, email marketing, SEO/SEM services, PPC campaign management, content management services, web application development, and overall data mining & ROI assessment.

The recent boost in the interactive agencies can also be attributed to the rising popularity of web-based social networking and community sites. The creation of sites such as MySpace, Facebook and YouTube have sparked market interest, as some interactive agencies have started offering personal and corporate community site development as one of their service offerings. It still may be too early to tell how agencies will use this type of marketing to monetize client ROI, but all signs point to online networking as the future of brand marketing and Interactive being the core of Brand's Communication and Marketing Strategy.

Due to the social networking explosion, new types of companies are doing reputation management. This type of agency is especially important if a company needs online damage control. If a customer becomes disgruntled, it is very easy to damage a companies reputation over social networking sites. Because of how rapidly the information spreads, it becomes absolutely necessary to address any rumors, gossip or other negative online press immediately.

Search engine services

Lately, pay per click (PPC) and (SEO) search engine optimization firms have been classified by some as 'agencies' because they create media and implement media purchases of text based (or image based, in some instances of search marketing) ads. This relatively young industry has been slow to adopt the term 'agency', however with the creation of ads (either text or image) and media purchases, they do technically qualify as 'advertising agencies'.

Social media services

Social media agencies specialize in promotion of brands in the various social media platforms like blogs, social networking sites, Q&A sites, discussion forums, microblogs etc. The two key services of social media agencies are:

•social media marketing
•online reputation management
Legal communications services
Legal communications delivered via print, video, web and mobile communications for both marketing services and trail presentations for any business in Law related fields.

Healthcare communications services

Healthcare communications agencies specialize in strategic communications and marketing services for the Healthcare and Life Science industries. These agencies distinguish themselves through an understanding of the strict labeling and marketing guidelines mandated by the U.S. Food and Drug Administration (FDA) and industry group guidelines, most notably ADVAMED and PHARMA.
Notable examples include: Dudnyk

Medical education services

Medical education agencies specialize in creating educational content for the Healthcare and Life Science industries. These agencies typically specialize in one of two areas:

•Promotional education - education and training materials tied to the promotion of a given product or therapy
•Continuing medical education - accredited education and training materials created for continuing physician and medical professional education.

The Left and The Right Brain

Technical services

While not advertising agencies services as such, our enterprise technology services often work in tandem with our advertising services to provide a specialized subset of services such as those offered by Web 2.0 website design and development, Content management systems, web application development, and other intuitive technology solutions for the web, mobile devices and emerging digital platforms.

General Agency Services

Creative services

The people who create the actual ads form the core of an advertising agency. Modern advertising agencies usually form their copywriters and art directors into creative teams. Creative teams may be permanent partnerships or formed on a project-by-project basis. The art director and copywriter report to a creative director, usually a creative employee with several years of experience. Although copywriters have the word "write" in their job title, and art directors have the word "art", one does not necessarily write the words and the other draw the pictures; they both generate creative ideas to represent the proposition (the advertisement or campaign's key message). Creative departments frequently work with outside design or production studios to develop and implement their ideas. Creative departments may employ production artists as entry-level positions, as well as for operations and maintenance. The Creative Process forms the most crucial part of the advertising process.

Account services

Agencies appoint account executive to liase with the clients. The account executives need to be sufficiently aware of the client's needs and desires that can be instructed to the agency's personnel and should get approval from the clients on the agency's recommendations to the clients. Creativity and marketing acumen are the needed area of the client service people. They work closely with the specialists in each field.

Media services

The media services department may not be so well known, but its employees are the people who have contacts with the suppliers of various creative media. For example, they will be able to advise upon and negotiate with printers if an agency is producing flyers for a client. However, when dealing with the major media (broadcast media, outdoor, and the press), this work is usually outsourced to a media agency which can advise on media planning and is normally large enough to negotiate prices down further than a single agency or client can.


Without the production department, the ads created by the copywriter and art director would be nothing more than words and pictures on paper. The production department, in essence, ensures the TV commercial or print ad, etc, gets produced. They are responsible for contracting external vendors (directors and production companies in the case of TV commercials; photographers and design studios in the case of the print advertising or direct mailers). Producers are involved in every aspect of a project, from the initial creative briefing through execution and delivery. In some agencies, senior producers are known as "executive producers" or "content architects".

Modern agencies might also have a media planning department integrated, which does all the spot's planning and placements.

Personnel; well versed in changing hats
As a small agency; employees may do both creative and account service such as production work, Internet advertising, planning, or research, for example; an often forgotten, but integral, department within an advertising agency is traffic. The traffic department regulates the flow of work in the agency. It is typically headed by a traffic manager (or system administrator). Traffic increases an agency's efficiency and profitability through the reduction of false job starts, inappropriate job initiation, incomplete information sharing, over- and under-cost estimation, and the need for media extensions. In small agencies without a dedicated traffic manager, one employee may be responsible for managing workflow, gathering cost estimates and answering the phone, for example. Large agencies may have a traffic department of five or more employees.

• Research and analysis: Gathering information regarding industry, competition, customer product or service; as well as presenting findings in verbal/written form with recommendations
• Involvement in internal meetings and, when appropriate, client meetings
• Assisting account services in the management of creative projects

Interns often take part in the internal creative process, where they may be charged with creating and managing a website as well as developing an advertising campaign. Hands on projects such as these help interns learn how strategy and well-developed marketing are essential to a sound advertising and communications plan.

During their internship, the intern will experience the development of an ad, brochure and broadcast or communications project from beginning to end. During the internship, the intern should be exposed to as much as possible within the agency and advertising process.

Omnipresent Marketing

Marketing is everywhere, but chances are your firms marketing is not. Effective advertising encompass the emergence of digital, computerized, or networked information and communication technologies that have become all present.

Engagement and Interactivity have become the terms for the modern media use options evolving from the rapid dissemination of Internet access points based on the digitalization of the media, and media convergence. In 1984, Rice defined the new media as communication technologies that enable or facilitate user-to-user interactivity and interactivity between user and information. [21] Such as Internet replaces the "one-to-many" model of traditional mass communication with the possibility of a "many-to-many" web of communication. Any individual with the appropriate technology can now produce his or her online media and include images, text, and sound about whatever he or she chooses. [22] So the new media with technology convergence shifts the model of mass communication, and radically shapes the ways we interact and communicate with one another. Vin Crosbie described three communications media in “What is new media?”. He saw Interpersonal media as “one to one”, Mass media as “one to many” and, finally New Media as Individuation Media or “many to many”.

When we think of interactivity and its meaning, we assume that it is only prominent in the conversational dynamics of individuals who are face-to-face. This restriction of opinion does not allow us to see its existence in mediated communication forums. Interactivity is present in some programming work, such as video games. It's also viable in the operation of traditional media. Other settings of interactivity include radio and television talk shows, letters to the editor, listener participation in such programs, and computer and technological programming. [23]

Interactivity can be considered as a central concept in understanding new media, but different media forms possess different degree of interactivity [24], even some forms of digitized and converged media are not in fact interactive at all. Tony Feldman [25] considers digital satellite television as an example of a new media technology that uses digital compression to dramatically increase the number of television channels that can be delivered, and which changes the nature of what can be offered through the service, but does not transform the experience of television from the user’s point of view, as it lacks a more fully interactive dimension. It remains the case that interactivity is not an inherent characteristic of all new media technologies, unlike digitization and convergence.

New Media changes continuously due to the fact that it is constantly modified and redefined by the interaction between the creative use of the masses, emerging technology, cultural changes, etc.




We know how to guide you into an Ad Campaign that has value Vs., one that is over priced and offers little return. Even if you dont use our services we will stear you from the wrong path. Call for a free competitive estimate
Rob McKenna, Creative Director.
* Hayden Lake:(208) 762-4014
* Sales Cell:(208)

Ad Agency Mailing Address:
11494 Avondale Loop Road, Hayden Lake, ID 83835
We work on a global network with various partners and affiliates. The bulk of our solo projects takes place in the USA with a concentration in the Northwest United States; Seattle, Olympia & Spokane, Washington and Boise, Coeur d'Alene, Sandpoint, Post Falls & Hayden, Idaho. We also facilitate projects in Los Angeles, San Diego & San Francisco, California as well as Nevada, Utah, Oregon and Montana.




Our creative services focus on harnessing the motives that drive the human heart and mind with today's media mechanisms to deliver the right message at the right time, in the right manner, to the right target audience , . . .