Championing the Integrated Agency

Matt Bell and Paul Biggins

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.

Sales Promotion

Championing the Integrated Agency

Paul Biggins, Tequila London andMatt Bell, Tequila Manchester

People who are only good with hammers see every problem as a nail. Abraham Maslow

Anyone who wonders why traditional sales promotion agencies are adopting a more integrated approach should take a look at a typical clients agency roster now and compare it with that of ten years ago.

In the 90s, a typical roster would include an advertising agency, a sales promotion agency, a direct marketing agency and a PR agency.

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