ad:tech brain » integrated http://www.ad-techbrain.com.au The Voice of ad:tech Thu, 29 Jul 2010 22:45:53 +0000 http://wordpress.org/?v=2.6.5 en Integrated or Specialist Agencies? Marketers, tell us your thoughts… http://www.ad-techbrain.com.au/2008/10/15/integrated-or-specialist-agencies-marketers-tell-us-your-thoughts/ http://www.ad-techbrain.com.au/2008/10/15/integrated-or-specialist-agencies-marketers-tell-us-your-thoughts/#comments Wed, 15 Oct 2008 05:13:18 +0000 Cora Spear (Wanted Digital) http://www.ad-techbrain.com.au/?p=89 Would anyone argue that an integrated marketing communications are not the way to go?   Probably not.  In fact, I would suggest most marketers want very much for their communication plans to be integrated.  I would imagine that the questions are more around how than why?  So let’s imagine you’re a marketing manager and you’ve already sussed out the right strategy when it comes to integrated campaigns, so the next question might be who will execute integrated communications?  Does integrated comms mean an integrated agency is called for?  Or, when it comes to integrated campaigns that include digital communications – should a digital agency be used.  Just because your main agency has produced the TVC or main print ad should they also handle the online advertising? And what about Search? Should you use a specialist search company or can your media agency handle it? 

In a recent article by David Meerman Scott, he advises marketers not to trust an advertising agency to build their website – is he right?  When it comes to websites, does an advertising agency understand what’s required and how to do it?

But what about trying to bring a digital agency in line, get them to understand your brand and the plethora of other campaign communications that need to stay aligned?  Do digital agencies know what to do when it comes to playing their part in your integrated campaigns?

If it’s all about different skill sets working together should one agency be responsible for bringing those skill sets together or should marketers be responsible for bringing together the right specialist agencies.   Do marketers get the best of breed under one roof?  Is the time spent having to work with different specialist agencies worth it?

I’d be interested to hear from marketers i.e. the clients (rather than agencies, integrated or specialist or otherwise, who obviously will have their own agendas) what works? what doesn’t? Has your experience been better when using a specialist digital agency? Or does your integrated agency provide all you need/want? 

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