When it comes to integration, forget the toothpaste metaphor
Marketers must dispel the illusion that integrated agencies are a relic of the past, writes Ian Perrin, in this guest post.
It’s easy to get mesmerised by the millions of dollars that were up for grabs during the so-called Mediapalooza of the last year.
Yet lurking beneath surface was a far more interesting development in the pitch process, one which tasked agencies to meet far more of their client’s needs.
For the past 20 years or so, we’ve seen clients embark on a series of pitches, with media, creative and digital pitches happening in isolation and often in quick succession, as clients try to line up a collection of the best partners for their business.
Written by a guy setting up an integrated agency? The best work comes from agencies that specialize and then collaborate, leaving their egos aside.
A decent point you make Ian. Clients have always wanted integrated marketing (or we could just call it marketing). The fact that agencies have fragmented the offering is largely of their own doing. The one-stop-shop is attractive because it’s easier and cheaper – but for the most part; specialists have just been better because they’re more focused at being excellent at their chosen discipline. Put great disciplines all together with one set of processes, one team and respect for the roles and contributions and you can win. No amount of toothpaste will help!
Interestingly the author did not win too many pitches when he was CEO of ZO? Great he has an opinion, but not sure of the credentials and experience to provide examples that demonstrate his own work in this space?