Magazine article Marketing

Opinion: The Marketing Society Forum - Is It Better to Trust Digital to a Specialist or Creative Agency?

Magazine article Marketing

Opinion: The Marketing Society Forum - Is It Better to Trust Digital to a Specialist or Creative Agency?

Article excerpt

As digital plays an increasingly crucial role in the communications mix, can only specialist agencies provide the expertise brands need?

PETE BELL, GLOBAL CHIEF EXECUTIVE OF BRAND ENGAGEMENT, ENTERPRISE IG

In an era when everyone is taking a holistic approach to promotional opportunities, it is vital for the creative agency to oversee and influence all aspects of activity, be it viral, direct or digital.

However, there are still very few agencies that offer the best service in every medium, so marketers should use the best people available for each discipline and keep its creative agency as a partner throughout.

The main creative agency may have particular expertise in certain areas, but also have digital capabilities.

Whichever way you create brand communications, it is crucial to have a seamless positioning. If you don't, your customers will get confused.

SALLY SHIRE, GROUP BRAND DEVELOPMENT DIRECTOR, AVIVA

We have done quite a lot of digital work over the past six months and work with a specialist digital agency, as it is difficult to get the same level of focus from a broader creative agency.

But we don't use digital in isolation. Our digital agency concentrates on the logistics, while our creative shop makes sure that the activity fits the overall look and feel of the campaign, alongside traditional media such as print, poster and potentially TV.

It is important that our digital team has a good working relationship and communication with the creative team, so that all approaches are united and we can ensure seamless brand activity is projected to our customers. …

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