Integration of Brand-Communications

Integration has been a buzz word in brand communications for many years. There are very valid reasons to integrate brand activities. However, there are many definitions of integration, ranging from integration of strategy/concept to execution, different execution per medium of one big idea, or using the same execution across all media, etc.

Brands work with various specialized agencies, but who leads the integration? The client? The ATL agency? Is one agency trying to take away the budget from another, or becoming more “powerful”? What level or degree of integration is optimal in a given situation? A brand’s success or failure might depend on this.

Integration of Brand-Communications Programme Image

Who is it for?

Senior brand directors who are responsible for brand strategy and total communications, and are constantly looking for ways to improve efficiency of their budgets and effectiveness of their communications/advertising.
They play key role in appointing their agencies, managing relationships with them, and evaluating their output. They often face issues in aligning their different agencies (ATL, BTL, on line, PR, sponsorships, packaging, etc) to maximize synergies.
Companies with highly specialized disciplines with a structure that makes communication difficult between persons handling different elements of the communication mix, each one of them working with a different agency.

Benefits

Obtain maximum synergies across all elements of communications.
Decrease cost by reducing wastage.
Enhance impact by improving consistency and brand visibility.
Improving communication and working relationship between various agencies.

Module Examples

The following list of titles are samples that could be brought together in a custom programme of learning:

Introduction & Objective Setting
Defining “integration”, its importance and benefits (and disadvantages) in a given situation
What do you want to integrate and why
Integration of strategy vs. integration of executions
Who drives the integration, why? Is the structure right
What do the consumers think of it
Optimizing the communication mix

One of the Fellows of 360plus5 will be made available to give you a Mental Challenge about your business objectives. We will challenge your ideas about your business and create a game plan that will get your company onto the path of your chosen goals as quickly and efficiently as possible. Our methodologies are such that we want you to be as self sufficient and equiped for the future as possible. It is likely that this consultation will result in a custom designed programme of learning that will take your team to the next level of their goals.

Contact us by sending your details to make an appointment to speak with one of our Fellows that most closely match your market segment, objectives and geography. Click here to contact us.