How to achieve true integration: the impact of integrated marketing communication on the client/agency relationship

Abstract

Reports from the advertising industry suggest that the pressure to create effective integrated campaigns across the ever-increasing mix of paid, owned and earned media is putting an enormous strain on client/agency relationships. This research identifies the main challenges that an Integrated Marketing Communication (IMC) approach places on this relationship and thereby advances the IMC literature by examining the practical challenges of implementation. Six key issues, developed from academic and industry sources, are presented to advertising experts, through a Delphi study, to stimulate debate and identify areas of agreement. The findings are brought together in a model which presents three main areas that need to be addressed, along with specific recommendations. These topics include the need for clients to provide stronger leadership in defining agency roles and responsibilities, more transparent remuneration systems to encourage teamwork across agencies as well as individual input and an increased emphasis on the strategic contribution from agencies.

Integrated marketing communications: a strategic priority in health and medicine

“…This typically is realized through the use of a defined collection of verbal and visual manifestations (e.g., logos, slogans, color schemes, themes), leading audiences to view each communication to be part of a comprehensive body of work presenting the establishment clearly and cohesively. Integration effectively creates synergies between and among all of the promotional elements deployed by an organization, amplifying the impact potential of communicative efforts [ 2 , 4 , 14 – 16 ].…”

Revisiting Contemporary Issues in B2B Marketing: It's Not Just about Artificial Intelligence

“…The nature of internal functions themselves are also more fluid, with several studies highlighting sales as a profession that experiences high churn rates (Grewal et al, 2010; Román, 2014; Sand and Miyazaki, 2000). At the firm level, cross-functional integration may be an important objective, but it is often difficult to reconcile this with the experiences of individual employees and individual customers (Laurie and Mortimer, 2019; Moorman and Day, 2016; Skålén et al, 2014).…”

Television Advertising in the Multiscreen and Multitasking Age: Does it Work for Millennials?

“…While they consume media, their attention is often shared between multiple devices, referred to as parallel media consumption or parallel use of screens (Google, 2012). The implications for the consumption of television advertising are apparent: consumers often use mobile phones, laptops or tablets while watching television (Lewis, Reiley, 2013).…”

“…Enhanced understanding of the consumer decision journey requires integrated marketing communication (IMC) programs reflecting the way in which traditional and new media (e.g., search, display, mobile, TV, and social media) interact to affect consumer decision making (Batra, Keller, 2016). However, most researchers regard IMC as a concept where the brand identity is preserved through all the channels used in the communication mix (Laurie, Mortimer, 2019). Thus, IMC can be defined as an approach to brand communications where different channels and tools work together to create a seamless experience for the customer and present them with a similar tone and style that reinforces the brand's core message (Csikosova et al, 2014).…”