Search our site search best practice group

Thursday 26th 2018f April 2018



Thought for the Day

"Failure is art of learning, and we have to enjoy that art." Written in 2011 by Abbas Pachmarhiwala --- India

The Centre for Integrated Marketing goes independent

As of June 3rd 2011, the Centre for Integrated Marketing became independent of the University of Bedfordshire. The Centre led the research project featured on this site. At the time of the research, we were a leading research centre of the University (then called Luton). Centre for Integrated Marketing

Revolutionary added value

"I think your work on the Open Planning is the most revolutionary value addition to the marketing industry in a long time" says Frank Maina, Head of Mobile, 3Mice


future events

Recommendations - Agency

The major recommendations for senior agency-side are:

  1. Radically redefine your marketing communication concepts and develop 'multi-lingual' communication skills in your people and teams
  2. Consider alliances and other integrated structures for pitches and performance, or go integrated
  3. Competency in social partnering is the price of entry: grow people and policies which work well in multi-company teams and enable the best ideas to flourish
  4. Expect to get paid for ideas and execution work, not media spend
  5. Negotiate partnership agreements that enable you to support good ideas, not just your own, independent of media-spend
  6. In order to qualify as an integrated agency, agencies need not only technical and creative skills but need to create team(s) capable of working with the 5 key skills (identified above) to steer client work: brand/customer-insights/communications/ media-channel/social-project management skills. They also need to break internal barriers: ensure planning, evaluation and learning supports integrated not just multi-discipline solutions
  7. Expect and engage the client to get communication-neutral briefs/business objectives
  8. Collate and compare results across every communication project in any medium or discipline using common currency communication objectives (enhance econometric model)
  9. Adopt an 'action research/action learning' approach over 'accountability'
  10. Choose clients well and educate them and other agencies in your skills in return for learning skills from them

Return to page top