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Integrated marketing communications

If I were a client of course I would want all of my marketing to be integrated. Why wouldn’t I want consistency of message and complementary use of media? Why wouldn’t I want to benefit from the ‘power of the single message’? Why wouldn’t I want to save time in briefing several different types of agency?

“Now more than ever markets are fragmenting and many clients are having to target niche groups...”

However, finding truly integrated marketing is more difficult than it at first seems. Traditionally clients may have appointed an advertising agency (still do!) who would take the lead role in promoting the client’s product. Advertising was described as ‘above the line’ with ‘below the line’ (direct marketing/promotion etc) taking the role of poor relation. In fact it was often the so called ‘below the line’ companies that had the business acumen to spot the potential for the client’s say, direct marketing campaign, to fully reflect the main stream advertising work.

Now more than ever markets are fragmenting and many clients are having to target niche groups using CRM, digital or direct. For many, the multi million pound television campaign is no longer the panacea for all things and integrated marketing is essential to success.

By here lies the problem. How do clients access true commitment to integrated campaigns that put the client first! In the same way that many agencies still haven’t embraced digital marketing. Many are not truly committed to integration.

One of the side effects of integrated is that clients are able to brief all of their communications at a singe session. One stop shopping! In other words they don’t have to trawl around several different discipline agencies giving similar briefs to all and praying that there might be some synergy within their campaign as a result.

“...larger groups who claim to offer fully integrated marketing are no more than a ‘huddle’  of several specialist companies...”

But there are two potential difficulties. The first is that larger groups who claim to offer fully integrated marketing are no more than a ‘huddle’  of several specialist companies housed under the same roof and all competing with each other for turnover and profit to impress their parent company masters! The second is that clients need the ‘best in the discipline’ for every aspect of the communications mix.

At LAW Creative we are truly integrated. We are media neutral. We have the best interests of our clients at heart with no conflict between internal divisions or individual interests. We provide clients with an experienced and empowered Account Head, often working with a Director of Planning to ensure that a fully integrated communications approach is implemented across client accounts. We are a business led agency and offer a proven track record in providing clients with maximum profit for minimum marketing spend. We are able to offer expertise and forward thinking in Design, Digital, Advertising, CRM, Direct Marketing and Promotion.