What is an integrated marketing agency?

An integrated marketing agency provides the resources necessary to create an entire marketing communications strategy. Most marketing plans incorporate more than one form of marketing media - such as digital, advertising, direct, brand communications etc. Integrated agencies deliver them all.

This means that - when you work with an integrated communications agency - you are working with one set of people, which makes the briefing, development and execution process far more efficient. It is more likely to ensure a consistent and coherent brand message that works across multiple media platforms.

However, because of their breadth of skills, experience and knowledge, integrated marketing agencies can also deliver specific projects, such as digital strategies, through-the-line advertising, direct marketing, sales promotion, corporate branding, marketing communications, exhibition stands, channel incentives, internal communications, conferences - and so on.

Integrated agencies consider many critical elements when developing effective marketing strategies. These factors include: identifying key objectives, analysing the competitor marketplace, learning about historical activities, understanding brand values, establishing customer behaviours and assessing product attributes - to name but a few core components.