September 23rd, 2013
Author: Dianne Craig
How to write for an integrated marketing communications agency

 

integrated marketing

You’ll need heightened skills when writing for an integrated marketing communications agency

When I tell new friends I write for a marketing communications agency they sometimes say, “Oh, an ad agency?”, and I wonder how to best describe the scope of an integrated marketing communications agency in a few words. I say, “Full service: advertising, PR, digital, direct, promotions, branding, design – integrated communications.”

While most agencies specialize in one discipline such as advertising, public relations, or direct marketing, a full-service integrated communications agency is just that: full service. It offers a clear advantage by providing a much wider scope of services, designed to work synergistically together to meet clients’ objectives, and reach targets at every conceivable interface. Read More

 
December 4th, 2012
Author: David Bertling
Start with the idea….the rest (including digital) will follow
how to create digital content

Start with your audience first

In today’s fast-paced, ‘new media’ marketing environment, there are myriad digital technologies that allow marketers and communicators to create campaigns that really stand out – video, web apps, mobile, social media apps, interactive charts, infographics and on and on. Done well, these digital content methods enhance the story being told, keep audiences engaged and even entertain them. However it’s easy for even the most experienced marketers to get caught in the headlights of ‘shiny new tool’ syndrome – using digital to create something that looks good or behaves in a cool way, but doesn’t complement the story — or worse, confuses the intended message.

At best, a poorly thought out integrated digital campaign will simply have little impact and ultimately not meet your intended objectives. At worst, you’ll alienate your audience and damage your brand.

Take QR codes as a simple example. Their increasing popularity means they are now popping up everywhere, but are they always needed? In this blog post from eConsultancy, there are some excellent examples of getting it wrong. Read More