From the perspective of market communication agencies, this paper explores the role of agencies in furthering the strategic communication of organizations. Market communication agencies are engaged in various activities for their clients to achieve their goals and solve their business challenges. Activities mainly involve the design, production and marketing of a specific product or service to unify the management of a campaign, primarily divided by the scope and type of services for which they are specialized. The market communications industry, leading agencies, industry associations, basic of agencies and their services will be briefly discussed in this paper. In order to explore the role of agencies in improving communication, an in-depth interview was conducted among employees of five Croatian agencies of various type - public relations agency, strategic communications agency, digital creative agency and two full-service agencies. Research has shown that organizations understand are familiar with the agencies activities and services, but are unable to clearly define and evaluate which agency services they need for their business problem. It has been shown that the quality of communication influences further collaborations, and problematic communication by the client results in the termination of cooperation. Finally, the benefits that agencies offer to enhance the strategic communication of organizations are demonstrated, which organizations themselves are not necessarily able to achieve by themselves.