In the rush to go online a few years ago, as companies realized the internet was rewriting the rules of everything, the instinct was to reach out to specialist digital agencies. Of course, it made sense: this digital stuff was just all too new, all too mind blowing.
But we’ve all grown up a lot since then. Online marketing is no longer a mystery. And actually, it’s not so different to ‘traditional’ marketing after all. In many cases, however, that split between digital and traditional remains. Many companies maintain a twin track approach with different agencies handling their on- and offline activities. The result is expensive: it means employing two sets of ‘experts’. But it is also divisive. Marketing effort is diluted across two (or more) separate delivery channels.
That’s why a 360 Marcom approach is the way to go. A single strong marketing idea or proposition conceived to work seamlessly, consistently across all content. One brief. One creation cost. One message. And a marketing spend made to stretch a lot further.