INTEGRATED COMMUNICATIONS IS THE FUTURE
Tuesday, 24 April 2018
Creative consultancies must evolve into integrated agencies in order to deliver better results for their clients.
That’s the view of Gordon Beattie, chairman of Beattie Communications, Only Marketing, Beattie Tartan and 11tenGroup.
He said: “Creative agencies should no longer operate in silos. Brands don’t have the time or the inclination to manage separate PR, advertising, social and digital agencies. That was the past. Integrated agencies offering all marketing and communications disciplines as part of a joined-up strategy are the future.
“Better commercial results as well as time and cost savings are the three big advantages brands receive from working with an integrated communications agency.
“Some would argue that it’s extremely risky to put all your eggs in one agency’s basket. I would contend the risk is minimal – provided the integrated agency has stars in every position.
“If an integrated agency brings together the best PR, digital, social and creative talent, it can generate blockbuster results at less cost than a pure PR, digital or social shop.
“PR and advertising agencies have been extending their range of services for many years. They now need to follow the lead of Beattie and become integrated communications agencies.
“We started out three decades ago as a PR agency but decided many moons ago that the time had come to go the whole hog and become a full-blown integrated communications agency.
“It was a costly transition but we could see that more and more clients wanted joined-up marketing, so for us, it was a no-brainer.
“We still have clients who want only PR or digital services but more and more of them are requesting integrated marketing – because the return on investment is much better.
“Some ad agencies, PR shops and digital consultancies will continue to fight the trend but most will be forced to add additional services as clients in increasing numbers demand integrated communications.”
Beattie, the integrated communications agency is headquartered in London and has 16 offices across the UK and North America.
For further information, please contact Gordon Beattie on 0800 612 9890