Integrated campaigns involving both traditional and digital marketing channels have demanded that brands utilize multiple agencies when executing a marketing campaign. To seamlessly combine all of these independent agencies, brands need to utilize agency summits, meetings that help get all sides to collaborate, cooperate, and create as a single unit rather than act as rival agencies.
Agency Coordination for Integrated Marketing CampaignsAgency Coordination for Integrated Campaigns Pa g e 2
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abstract
The new age of integrated campaigns involving both traditional and digital marketing channels The new age of has demanded that brands utilize more than one integrated campaigns agency when executing a marketing campaign. involving both traditional and digital marketing In order for a seamless combination of all these channels has demanded that brands utilize independent agencies, a brand must find ways more than one agency when executing a to get all sides to collaborate, cooperate, and
marketing campaign. create as a single unit rather than rival entities. Key to this process is the utilization of agency summits. These meetings between all parties involved in a multi-agency integrated marketing campaign help make sure that the marketing strategy executed properly blends all the various elements and channels in a way that ensures a successful outcome for the brand.
Make It Green. www.LeapFrogInteractive.comAgency Coordination for Integrated Campaigns Pa g e 4
agency coordination
The diversity of marketing channels makes it the overall benefit of their mutual client. difficult for a single agency to provide all the Unfortunately, this type of cooperation is more elements necessary to execute an integrated often not the case. One of the challenges marketing campaign. Despite some agencies' of a multi-agency campaign, for example, is claims to the contrary, the idea of a single agency that some traditional agencies will often keep serving as a client's single source for all forms other agencies out of the loop with the client of advertising, be it traditional, interactive, or and about the campaign (Kramer). Agencies experiential, is more myth than fact. While many agencies advertise themselves as full-service providers, brands have discovered that "it's hard for one agency to be experts in Despite some agencies'
absolutely everything" (Maddox). claims to the contrary, the idea of a single agency serving as a client's single source for all forms
The inability for single agencies to carry a of advertising, be it traditional, interactive, or
multichannel campaign has led many brands to experiential, is more myth than fact.
favor campaigns featuring marketing elements provided by multiple agencies, each with their own specific area of marketing expertise. will also compete against one another, trying The large number of marketing channels is a to sell their ideas over the other agencies testament to the "increased complexity of involved rather than find ways to combine their modern advertising" (Gourley). Agencies efforts into a unified, multichannel solution that specializing in a particular channel can better effectively helps their client meet its marketing provide a client with more substantive support goals.for its overall marketing plan that an agency touting itself as a multichannel expert but For an integrated campaign to work, agencies lacking the ability to produce. should not view themselves as competing with the other agencies involved with the campaign Ideally, when a client brings these various to curry favor with the client. Instead, the agencies together for a single integrated agencies need to view themselves as part of campaign, they would mesh their efforts a single group providing advertising services seamlessly and painlessly together for for the client. If a multi-agency integrated
Make It Green. www.LeapFrogInteractive.comAgency Coordination for Integrated Campaigns Pa g e 5
agency coordination
campaign is to succeed, it requires cooperative for achieving its marketing needs.collaboration among the agencies, not cutthroat competition. threeAgencies must keep their focus on the client's When participating in a multi-agency campaign, best interests, not their own. For a multi... [download for more]
