What Jay Advertising does

Jay Advertising (legal entity: JAY Marketing & Communications) is a privately held full-service advertising agency founded in 1973 and headquartered at 170 Linden Oaks, Rochester, NY. The firm operates from three U.S. offices — Rochester (headquarters), Phoenix/Scottsdale, and New York — and serves clients locally, regionally, and nationally across automotive, banking and financial services, healthcare, higher education, non-profit, tourism, legal, construction, retail, and sports verticals. The agency employs 101-250 people and claims a 500+ client portfolio with named enterprise relationships including Southern California Buick GMC Dealers (24 dealerships), Five Star Bank (Progress in Action Initiative), National Bank of Arizona, St. John Fisher College, Visit Rochester, and multiple regional SMB accounts.

The firm delivers integrated marketing services across eight core product lines: Brand Strategy, Content Production (with a 3,000 sq. ft. shooting stage supporting 2D/3D animation, video and editing), Media Research Planning & Buying, Digital Marketing (social, search, display, email, app, connected TV), Innovation & Creativity (ideation, print, outdoor, logo/identity), Events/Sponsorship/Promotion, Music Production (anchored by a world-class in-house recording studio led by Music Hall of Fame icon Ferdinand Jay Smith), and Web Development & Design. A distinct 'Digital 360' offering bundles multi-channel digital advertising with device-level targeting across desktop, laptop, smartphone, tablet, and Smart TV. Technology stack comprises Google and Meta advertising platforms, DSPs, ad servers, Google Analytics & Tag Manager certified developers, real-time segmentation and audience activation tooling, and customized live marketing dashboards providing clients real-time campaign transparency.

The revenue model is professional-services based across project fees, retainer agreements, campaign-based billing, and media buying commissions across six documented revenue streams. Go-to-market is sales-led: direct client engagement through a dedicated Business Development Manager and account management teams, supplemented by event-driven demand generation (Arizona & Colorado Bankers Conference, RBJ events) and thought-leadership content (webinars, blog, social). Customer concentration is diversified across verticals with a mix of enterprise anchors (dealer groups, regional banks) and SMB/community clients. Leadership continuity is maintained through the Smith family (Ferdinand Smith as Chairman, Guy Smith as VP). The firm holds regional awards including four Graphis International Advertising Awards (2022), AMA Pinnacle Awards, a Silver Telly (2018), and multiple Rochester Business Journal Reader Rankings honors (2020-2022).

Name

Jay Advertising

Legal name

JAY Marketing & Communications

Website

https://jayww.com

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

101–250 employees

Short description

Jay Advertising is a privately held, full-service advertising agency founded in 1973, operating from Rochester, Phoenix, and New York, delivering integrated brand strategy, creative production, media buying, digital marketing, music production, and web development to enterprise and mid-market clients across automotive, banking, healthcare, education, and non-profit verticals.

Ownership category

akta.pro rank

Product category

Advertising Services

NAICS

Advertising Agencies (54181), Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Out-of-Home (OOH), DOOH & Ambient Advertising (BPAFAAAI)

akta.pro secondary industries

Connected TV (CTV) & OTT Performance Advertising (BPAFACAG), Mobile & App Performance Marketing (UA, App Store Ads) (BPAFACAF)

Keywords

• Full-service advertising
• Digital marketing services
• Media planning buying
• Brand strategy
• Creative content production

Headquarters

HQ city

Rochester

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Creative & Advertising Services: Full-service agency providing creative design and development, brand strategy, content production, and marketing campaigns. Revenue generated through project fees, retainer agreements, and campaign-based billing for clients across multiple industries.
2. Digital Marketing Services: Digital advertising services including social media marketing, search engine marketing, connected TV, online video, display advertising, email marketing, and app advertising. Revenue generated through media buying fees and management retainers.
3. Media Research, Planning & Buying: Integrated campaign planning and media buying across local, regional, and national channels. Revenue generated through media buying commissions and planning fees.
4. Web Development & Design: Website development, e-commerce solutions, HTML emails, hosting, and SEO services. Revenue generated through project-based fees.
5. Music Production Services: In-house music composition, custom jingles, broadcast production, voice-over recording, and audio production services.
6. Events & Sponsorship Services: Experiential marketing, sales event promotion, event planning and production, and public relations services.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Jay Advertising is a full-service advertising agency that plans, creates, and executes integrated marketing campaigns for enterprise and mid-market clients. Core offerings include brand strategy, creative design and content production (including in-house video, 2D/3D animation, music composition, and a world-class recording studio), media research planning and buying across local, regional, and national channels, digital marketing (social, search, display, connected TV, email, app), web development and design, and events, sponsorship and public relations services.

Product overview

Jay Advertising is a full-service advertising agency founded in 1973, offering a comprehensive suite of integrated marketing services under one roof. The agency's offerings span Brand Strategy, Content Production (video/animation), Media Research Planning & Buying, Digital Marketing, Innovation & Creativity, Events/Sponsorship/Promotion, Music (with an in-house world-class recording studio), and Web Development & Design. The company also offers a specialized Digital 360 service combining multi-channel digital advertising with 360-degree targeting across devices and platforms. All services are delivered in-house, providing seamless integration across account, creative, media, production, and digital departments.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Strategy Strategic service encompassing brand research, account planning, brand positioning, and brand identity development to form solid foundations for brands. Delivered to enterprise and mid-market clients as part of integrated marketing engagements.
• Content Production Video and audio content creation services including branded video content, 2D and 3D animation, and video production and editing, leveraging a 3,000 sq. ft. shooting stage and world-class recording studio. Sold to enterprise and mid-market clients as a standalone or integrated service.
• Media Research Planning and Buying Integrated campaign planning, media buying, and management across local, regional, and national media channels, including marketing strategy, social media listening, demographic research, and path to purchase analysis. Sold to enterprise and mid-market clients across all served verticals.
• Digital Marketing Full-service digital marketing including social media marketing, video, display and rich media, search engine marketing, influencer marketing, email marketing, app advertising, digital radio, and measurement and analytics. Sold as standalone or integrated digital engagements to enterprise and mid-market clients.
• Digital 360 Comprehensive digital marketing service combining 360-degree strategy across paid search, paid and organic social, online audio, connected TV, online video, and online display, serving desktop, laptop, smartphone, tablet, and Smart TV devices with targeting capabilities including CRM, demographic, geographic, affinity, proximity, retargeting, and keyword targeting. Sold to enterprise and mid-market clients seeking a multi-channel digital buying solution.
• Innovation and Creativity Creative services including ideation and execution, print, outdoor advertising, art direction, logo and identity development, and illustration. Sold to enterprise and mid-market clients as a standalone or integrated creative engagement.
• Events, Sponsorship and Promotion

Named customers15 records

Segments8 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Visit RochestercoreStrategic or Co-development Partner · 10 July 2018Partnership to develop Rochester Family Tourism Campaign titled 'Bring the Family. Closer.' Campaign highlights emotional, geographical, and experiential closeness families can enjoy through Rochester region's attractions. Agency partnered on creative development, media strategy, and campaign execution.
• Causewave Community PartnerscoreStrategic or Co-development PartnerPartnership for 'Stay True to You' birth control campaign promoting unintended pregnancy prevention. Choice-based campaign delivered through social media empowering young adults with accessible, educational, and judgment-free resources.
• Greenlight NetworksminorStrategic or Co-development PartnerCollaboration on marketing projects. Agency visits partner to strategize and collaborate on new projects.
• Wonder Windows & Wonder Showers/BathsminorGTM or Marketing PartnerPartner at Rochester Home & Garden Show. Agency supports partner's marketing presence at regional trade show.
• Carlisle Companies IncminorGTM or Marketing PartnerPartnership for Epson Tour Arizona Women's Golf Classic sponsorship. Agency created marketing materials and brand presence for golf tournament.
• Five Star BankcoreStrategic or Co-development PartnerLaunch of 'Progress in Action Initiative' for area's largest locally headquartered community bank. Multi-channel campaign including brand development, animation, video, print, and web.
• Mended Little HeartsminorGTM or Marketing PartnerCommunity partnership raising awareness for heart health. Jaysters participate in red dress day activities and fundraising.
• Toys for TotsminorGTM or Marketing PartnerHoliday toy drive benefiting Toys for Tots and local Rochester community.
• Southern California Buick GMC DealerscoreStrategic or Co-development PartnerGroup of 24 individual Buick GMC dealerships throughout 5 counties in Southern California. Agency responsible for all creative campaign development and production, media strategy, planning and placement, as well as digital and creative maintenance.
• St. John Fisher CollegeminorStrategic or Co-development PartnerEducational partnership hosting 'Advertising Strategy and Production' course - a fully credited semester course for future marketers. Led by agency Account Supervisor and Account Director, providing hands-on experience with real client projects.
• Nazareth University, RIT, SUNY BrockportminorStrategic or Co-development PartnerParticipated in AAF Greater Rochester Agency Crawl - hosted students for career day and agency tours, shared experiences working in advertising through Experts Panel.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• DDC Group: Automotive marketing-focused agency serving dealership groups across digital, creative, and media. Direct peer specifically in Jay's automotive dealer group vertical, with comparable multi-dealer client structure.
• Partners + Napier: Rochester-based full-service advertising agency serving mid-market and enterprise clients across similar verticals including financial services, healthcare, and B2B. Comparable in size, scope, and integrated service model.
• Embel (formerly Eric Mower + Associates): Syracuse/Rochester-based integrated marketing agency with similar full-service capabilities spanning advertising, digital, PR, and media buying. Direct comparable in size, geography, and service mix.
• Crowley Webb: Buffalo, NY-based independent full-service agency. Comparable as a mid-sized regional competitor serving similar client segments with integrated creative, media, and digital offerings.
• The Martin Group: Buffalo-based integrated marketing agency offering brand strategy, creative, media, digital, and production services. Comparable mid-size regional peer with overlapping service portfolio and client base.
• Butler/Till: Rochester-based media and communications agency specializing in media planning, buying, and digital marketing. Closely comparable given shared geography, similar client verticals (financial services, healthcare), and overlapping digital media capabilities.
• Dixon Schwabl: Full-service advertising and digital agency headquartered in Rochester, NY. Direct competitor in the same mid-market regional agency segment with similar integrated creative, media, and digital service offerings.
• Roberts Communications: Mid-size independent full-service agency serving financial services, healthcare, and B2B clients. Comparable agency model with similar integrated service portfolio and mid-market client focus.

Broad incumbents

• TMP Worldwide: Global recruitment advertising and employer branding agency. Comparable in professional services advertising but operates at larger scale with broader geographic footprint than Jay.

Emerging players

• Dealer Teamwork: Automotive digital marketing platform serving dealer groups with websites, SEO, and paid media. Comparable in the automotive dealer vertical but more specialized/niche than Jay's broader integrated offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/jayadvertising
• LinkedInlinkedin.com/company/jay-advertising
• Instagraminstagram.com/jayadvertising
• Xx.com/jayadvertising

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jay Advertising