Magazine article Marketing

Integration Is No Longer the First Choice of Clients

Magazine article Marketing

Integration Is No Longer the First Choice of Clients

Article excerpt

Integration is of more benefit to the agency than the client. That, at least, is what one in three of the client marketers interviewed for this magazine seem to think. The cynical view of agency-side integration says that it's simply a way of reducing overheads; that the whole is too often somewhat less than the sum of its parts. For these clients, it's better to shop around, to do the integration themselves, than to buy into a one-stop solution, however convenient it may seem.

The remaining two-thirds of clients constitute a very respectable market, so it would be rash to suggest that the dash toward integrated is over, or that integrated agencies face problems.

We don't think it's overstating the case, however, to say that marketers are beginning to re-establish control after a long period when stewardship of the brand was left to the agency, simply because there were insufficient trained people or resources in-house to do the job. As companies reacted to recession by slashing costs wherever they could be found, staffing in the marketing department was too often the easiest victim.

In those circumstances, having the agency take away the worry of co-ordinating a campaign across TV, direct mail, PR and sales promotion seemed like a good idea. …

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