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Marketing Leads in companies today are realizing that the integration of projects across channels is a growing challenge.
As the number of channels to reach all audiences has increased, consistent positioning has decreased. Often, a number of projects are divided among separate, internal marketing groups resulting in the loss of a consistent, overall strategy. Most obvious are the frequent differences between online and offline marketing (although online is increasingly becoming the first point of interaction with the customer). And since synchronization efforts take place after projects are already in advanced development stages, additional expenses are incurred.
A new kind of agency is needed to develop fully integrated communication solutions the Lead Agency.
Lead agency claims versus the reality
A Lead Agency as the name suggests takes the leadership role in the overall marketing. The lead agency ensures a consistent translation of the central strategy, and directs any supporting agencies. Additionally, the lead agency coordinates collaboration among the various disciplines and the implementation of a communication solution within the diverse markets. Many times, the larger network agencies, which have subsidiary organizations specializing in various market disciplines, seldom meet the important requirement to integrate communication. What they lack is a cohesive layer of integration that spans across all disciplines.
Generally, advertising agencies play the role of lead agency. They are often chosen because they have responsibility for the largest portion of the advertising budget, generating their revenue from the development of classic advertising campaigns. Because of this, television and print campaigns are developed before any other media. After the client has blessed the concept, it is then presented to the other participating agencies (Direct Marketing, Internet, PR, etc.). They are given copy and images, perhaps even a separate briefing. From that they develop an adaptation for their respective media. This approach to timing and content segmentation goes against the foundational concept of integrated marketing. A traditional campaign doesn't necessarily lend itself to being successful in other channels. To be successful, the integration has to be planned from the beginning. A successfully integrated campaign would reduce the need to independently develop strategies for each channel. And, importantly, it would improve the impact and influence that each channel has on the end-customer.
Companies that don't have a lead agency often take on the role of integration themselves. Thus we see examples such as at Fraport AG, where the role of Integrated Communications Lead has been created in order to better broker between the multiple disciplines. But, even in these cases there is the need for an agency partner who has the know-how to develop integrated solutions across all channels.
Challenge: multi-channel and multi-phase integration
Communication and interaction with end-customers takes place across many channels: television, magazine, Internet, direct marketing, events, e-mail marketing, public relations, etc. Effective marketing needs a clear, simple and consistent message, which is reinforced across all channels. The channels need to be considered for their role in the customer relationship lifecycle (Awareness, Consideration, Intent, Purchase, Ownership, etc.) and for the strength that each channel has as a communication medium.
Missing integration: an example
What can happen when the channels and the phases aren't optimally integrated? Let's take for example the market introduction of a new lawnmower. In order to have product information updated on the website in time for the launch, the product manager starts working early on with his Internet agency. At the same time the Marketing Director assigns an advertising agency with the development of a print ad and billboards as well as a brochure. As the ad agency defines the positioning, photography and illustrations, it is noticed that they diverge strongly from the website content. The product presentation on the website therefore needs to be completely reworked.
At the same time, the sales department is facing a large number of emails and phone calls. Customers have questions related to an article in a special interest magazine. This article was launched by the press department even before the brochure or website was finalized. Result: Customers are confronted with different information about product characteristics.
What does this example show? The big picture of an integrated communication solution is often missed by various agencies and marketing personnel within the implementation phase. Efficiency decreases, costs increase and communication mistakes appear. The power of each activity is watered down. The strength of integrated content, timing and creativity is lost. How can we reach a real integrated solution with so many channels, people and phases?
Integration starts with a good plan
The consideration of all channels in an early phase is critical for the success of an integrated solution. In parallel to the definition of the creative idea, the lead agency should come up with a recommendation for channels and their combination. The timing also has to take into account the different amounts of time needed for production and preparation. Ideally, the rollout timing for each channel can be used to attract additional attention. For example, by starting out with public relations, a more viral approach builds interest and generates anticipation for rollouts in other channels.
The lead agency not only develops the key creative idea. It also defines the guidelines for the implementation of this idea in different channels. These guidelines include the strategy for each channel as well as a style guide, visual language and text stile. By doing so, all channels speak with one voice and marketing budgets are used more efficiently.
Coordinated project management
In the cooperation between agencies and client, the impact of process and workflow is often underestimated. Things like milestone plans, predefined approval processes, and change request workflows are even more important for a lead agency. The project manager has to be sensitive and forceful at the same time. Together with the client, the success of each phase must be evaluated.
Key functions of a lead agency
A lead agency sets the direction and manages the successful implementation. Both the strategic marketing plan and the creative direction are established by the lead agency. The success of the implementation depends upon the lead agency¹s ability to work with complex client organizations and with other agencies.
Orchestration of agencies
The creative process should be a guided cooperation between the involved agencies. Optimum creative potential is used if the different agencies are involved early in the process in joint workshops and brainstorming sessions. Ideally the lead agency is using its network of freelancers or partner agencies to offer the complete implementation from one source. Alternatively, it works with existing agencies. Ultimately, the intention is to select and utilize the best experts for each channel, while the lead agency maintains responsibility for the integration of all parts.
Increase efficiency and improve quality
The lead agency model is different from working with a number of agencies in parallel. The bulk of strategic and conceptual work is bundled at the lead agency, where quality is controlled for all agencies. The briefing for the various agencies involved is more precise, and implementation requires technical rather than strategic skills. Further, less expensive agencies can be chosen for implementation. This results in more efficient use of limited budgets and more effective marketing.
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