Can one agency do it all?

The mantra of the past decade has been totally integrated marketing.  It’s a very smart move.  Corporations have recognized the advantages of having all their marketing efforts synchronized and harmonized.

Agencies have recognized this, too.  Because it represents an opportunity for them to get a large slice of the client’s marketing budget.  In theory, an agency that provides integrated marketing communications can benefit by capturing spending that would go to digital agencies, brand consulting firms, PR firms, packaging firms and so on.

The theory is one thing.  The practice is another.

Our research shows that only 16% of marketing decision makers want to have a single agency partner to handle all of their marketing challenges.  Instead of working with fewer agencies, corporations are working with more agencies.  The integration of marketing has to happen internally at the client side.  The client must own and control their branding.