Magazine article Marketing

Agencies Stuck in the 80s Hinder True Integration

Magazine article Marketing

Agencies Stuck in the 80s Hinder True Integration

Article excerpt

Think of an example of good integrated marketing. It's hard, isn't it, because the subject stiff inspires a lot of woolly thinking and not enough intellectual effort. The plethora of so called 'integrated agencies', even the formation but later demise of 'the initiative in integration' suggest integration's time has come. But many are missing a huge trick in making it work, due to a reluctance to let go of an 80s style of marketing.

The reality is that integration is about delivering a client's business solutions and rewards. After all, marketing is not theoretical but has to be real and practical. What singles integration out is that it is very personal in its message and delivery. When executed creatively, it is extraordinarily powerful and highly cost-effective.

Those operators offering true integration understand that it evolves around the application of a strategic thought process and its translation into a cohesive communications programme.

By comparison, discipline-led agencies will find it difficult to see the entire marketing picture - hardly integration and not a realistic way of handling budgets that have no resemblance to those of the 80s!

An example of effective integrated marketing is men's outfitter Hugo Boss (unfortunately not one of my agency's campaigns). Its audience is swayed by Boss's strategy of co-ordinated product placement, sponsorship of and endorsement by sports players and selected press and media advertising, combined with instore quality and a knack for restricting distribution to a limited number of outlets. …

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