Agency of Record (AOR)

An agency formally designated as a brand's primary partner for a discipline, like creative or media, typically under a long-term contract.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

An agency of record (AOR) is an agency formally designated as a brand's primary partner for a specific discipline, such as creative, media, or public relations, usually under a long-term contract. The AOR leads strategy and coordinates execution within its scope. The arrangement provides continuity and accountability, though many brands now use project-based agency models.