I’ve seen a number interesting questions raised about “integrated” marketing communications. One was a question posed at Yahoo!’s Young PR Pros Group about its definition.
Another was in the November 2005 issue of Bulldog Reporter’s “Media Relations Insider.” (The “Insider” is a supplement to Bulldog’s Business and Lifestyle newsletters.) It’s a good story about how to capitalize on the “opportunity,” and comments whether an integrated agency is good or bad.
But, I’m confused.
Point #1: From the company’s perspective — whether you do in-house or agency PR, advertising, etc. — shouldn’t marketing be integrated?
If they are not, then there is no consistency in your brand, company image, product and service line, and so on. That needs to be consistent, whether a company works with one or many agencies or practitioners.
Like a lot of service professions (lawyers, accountants, etc.), there are many solo and small-firm practitioners. That’s okay, whether you are in public relations, Web design and promotion, or media buying.
For those in the “agency side,” don’t worry so much about your “turf;” worry about your clients’ success with your work at hand. You must realize that what you do has to be within the context of your clients’ overall marketing strategy.
A departmentalized agency whose account team members work together can successfully and effectively integrate many, if not all areas of a company’s marketing communications strategy. As an example, my employer (The Lauerer Markin Group) has been that way since before I started way back in 1994. (This is not an advertisement for LMG. I’m just using my employer as an example.)
My emphasis is in media relations and public relations. We also have a media buyer, graphics specialists, writers, account managers with their own communications and industry strengths.
That doesn’t mean we can do it all. We are not particularly strong in online promotion or Web design. But, we do have a very close relationship with an expert in Web design (and I’m working on the blogging end). If we didn’t have a strength where a client had a need, we would tell the client. And, we would work with whatever firm or individual it choose to ensure the total branding strategy is a part of its total marketing effort.
After an early career in journalism, I’ve been “raised” in public relations working for a full-service, integrated, whatever-you-want-to-call-us-agency. So, these questions about integration are perplexing.
Point #2: Is LMG really that different from many other firms across the country? I doubt it. Maybe it’s because I have not worked at any other firm that I’m perplexed.
But, regardless of what type of firm you work with — advertising agency, PR firm, new age media, etc. — you must understand that what you do for your clients has to be within the greater realm of their overall marketing communications efforts.
I’d very much welcome comments, insight or correction from those more experienced in branding, marketing, communications about either two points above.
– Mike
Technorati tags: integrated marketing, branding, marcom, marketing
