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In this day and age, there is a multitude of types of agencies that provide marketing/communication services for businesses, but for clarity's sake, we can broadly separate them into 3 different types of agencies: Creative, marketing, and advertising.
? Principal: The person or entity on whose behalf and subject to whose control an agent acts. ?? For example, your boss at work. ? Agent: A person who agrees to act on behalf of and instead of his or her principal, subject to the principal's control. A good example would be an insurance agent.
The most common agency relationships are: Buyer's Agency; Seller's Agency; Dual Agency.
An agent, in legal terminology, is a person who has been legally empowered to act on behalf of another person or an entity. An agent may be employed to represent a client in negotiations and other dealings with third parties. The agent may be given decision-making authority.
An agent binds the principal by his acts. In other words, a principal is responsible for the acts of the agent to the third parties. When an agent acts for his principal, he has the capacity of his principal. There are 3 classes of agents: General agent, Special agent and Mercantile agent.