Communication agencies: Integrated agencies

 

In the continuing battle between direct response and brand-building as an agency philosophy, direct response (now renamed digital or performance marketing agencies) seem to be getting the upper hand, ...

Over the past three years the Newspaper Marketing Agency has carried out a £22m research programme to assess the effectiveness of newspaper advertising. Maureen Duffy and Anne Foster, from NMA, descri ...

Simon White, marketing and business development director for Momentum UK, puts the case for a radical rethink of how agencies are structured. He argues for 'upstream thinking' (which influences everyt ...

Stan Rapp, US editor of Admap, reckons that the ad agency of tomorrow will be very different from today's. Having predicted the 'integrated communications agency' 15 years ago, he now sees a new mode ...

This paper reports a survey about diffusion of the concept of Integrated Marketing Communications (IMC) in the Chinese market, which is now in a transition period, moving from a planned economy to a m ...

Jeremy Bullmore looks at the history of integrated communications and who will supply this in the future. He argues that though the full-service agency may be dead, the parent companies of agency gro ...

Sir Martin Sorrell, founder and chief executive of WPP, puts the case for multi-national clients using a global agency group as a ‘portal’ for an integrated marketing strategy. He argues that the ful ...

The literature on integrated marketing communication (IMC) in the decade since its introduction offers evidence that debates over the definition, acceptance, leadership, and measurement of IMC remain ...

Kate Watts argues that media-neutral planning and integrated communications are the result of a change in the nature of authority structures (deference), and out-dated advertising awareness models - w ...

Media neutrality is central to an integrated communications approach. But most clients increasingly use a number of specialist agencies to develop and implement their communications - this, it is argu ...

In this article the authors discuss the development of Integrated Marketing Communications and explore how it is being used by agencies that are members of the Institute of Practitioners in Advertisin ...

The authors suggest that agencies specialising in above-the-line, sales promotion, direct marketing or PR will, in the future give way to fully integrated communications companies. This prediction is ...

Although account planning has been in existence for over 30 years virtually all activity has been in the area of advertising. The author argues that a planner crossing the border between advertising ...

This paper reports on the development of Integrated Marketing Communications (IMC) in an emerging market, South Africa. It also deals with the organisation of advertising agencies in an IMC environmen ...

The author considers the spate of big advertising agency mergers and acquisitions in the year 2000, and asks whose best interests they serve.

Discusses Integrated Marketing Communications (IMC), and how well agencies are succeeding in making the transition to it. The concept is now taken seriously by advertisers of all sizes. Four elements ...

From the early 1990s, marketing literature began to feature a number of articles suggesting that integrated marketing communications (IMC) would have a major impact on advertising as we know it, and o ...

This paper considers Integrated Marketing Communications, and its development in an international five-nation scenario (all English speaking). The authors analyse data on how senior advertising agency ...

Although the concept of Globally Integrated Marketing Communications (GIMC) has been discussed theoretically (as has the issue of 'standardisation v adaptation of advertising strategies'), little is k ...

This paper is one of a series relating to a continuing investigation of the emergent field of Integrated Marketing Communications (IMC). It attempts to extend knowledge on how the concept of IMC is di ...

This paper concerns the evolution of integrated marketing communications (IMC) from a theoretical and practical perspective and provides empirical evidence from an exploratory study of integrated mark ...

Integration is not a new idea. This article considers why it is often so badly implemented. People on both sides are confused about what `integration' means. Although clients are at fault for not dema ...

This key article by the man behind Dorland's extraordinary growth in the 1980s argues that advertising agencies have, in general, failed to react appropriately to the recession and use the opportunity ...

This study focuses on the organizational structures of a number of advertising agencies that have undertaken the move toward integrated communications. The article delineates and provides a rationale ...

In the second of two articles on the subject of integrated communications (the first was in February 1996), the author explores the role of advertising as part of a wider communication mix and questio ...

This article discusses integrated communications from the viewpoint of an integrated business-to-business agency, explaining what integration is, why it is becoming increasingly popular, why (most) cl ...