Agency of Record (AOR)

Agency of Record (AOR) is a designation meaning your agency is the primary—and often exclusive—agency partner for a specific service category or marketing function. When a client names you their AOR for "digital marketing" or "media buying" or "creative," they're committing to route the majority or entirety of that work through you. AOR relationships represent significant revenue, strategic importance, and often long-term partnerships. They're the holy grail of agency-client relationships for many firms. AOR status typically comes with specific commitments. The client agrees to use your agency as their primary (or sole) provider for the designated category. In return, the agency often provides dedicated resources, priority access, strategic partnership, and sometimes preferential pricing. The scope might be defined in a master services agreement with work orders or Statements of Work for specific initiatives. The relationship is often substantial—AOR engagements frequently run into six or seven figures annually. Winning AOR status usually requires a formal review or RFP process. Clients evaluate multiple agencies on capabilities, experience, team, approach, and chemistry. The stakes are high—losing an AOR you hold is a major blow; winning one is a transformative opportunity. Agencies often invest significant effort in AOR pitches, including extensive discovery, custom proposals, and in-person presentations. Managing AOR relationships requires dedicated attention. The client expects elevated service—you're not one of several agencies, you're the primary partner. This typically means dedicated account and potentially dedicated delivery resources, regular strategic touchpoints, and proactive value delivery. AOR clients also tend to have more complex needs and higher expectations; the revenue is significant but so is the responsibility. Common mistakes include taking AOR relationships for granted (competitors are always pitching), under-resourcing AOR accounts (failing to meet elevated expectations), not adapting when client needs change (AOR scopes evolve), and not cultivating the relationship at multiple levels (over-relying on a single contact). The most successful agencies treat AOR relationships as strategic assets—investing in the relationship, consistently delivering value, and proactively identifying ways to grow and protect the engagement.