How to achieve true integration: the impact of Integrated Marketing Communication on the Client/Agency Relationship

Reports from the advertising industry suggest that the pressure to create effective integrated campaigns across the ever-increasing mix of paid, owned and earned media is putting an enormous strain on client/agency relationships. This research identifies the main challenges that an Integrated Marketing Communication (IMC) approach places on this relationship and thereby advances the IMC literature by examining the practical challenges of implementation. Six key issues, developed from academic and industry sources, are presented to advertising experts, through a Delphi study, to stimulate debate and identify areas of agreement. The findings are brought together in a model which presents three main areas that need to be addressed, along with specific recommendations. These topics include the need for clients to provide stronger leadership in defining agency roles and responsibilities, more transparent remuneration systems to encourage teamwork across agencies as well as individual input and an increased emphasis on the strategic contribution from agencies

Corporate advertising A selection of articles and a bibliography of recent developments

15.00SIGLELD:f83/5851 / BLDSC - British Library Document Supply CentreGBUnited Kingdo

Advertising revenue prospects for Channel 5 A forecast to 2003

SIGLEAvailable from British Library Document Supply Centre-DSC:98/11712 / BLDSC - British Library Document Supply CentreGBUnited Kingdo

Rewarding the advertising profession

SIGLEAvailable from British Library Document Supply Centre- DSC:q92/10843(Rewarding) / BLDSC - British Library Document Supply CentreGBUnited Kingdo

Brand valuation A review of current practice

SIGLEAvailable from British Library Document Supply Centre-DSC:q96/30282 / BLDSC - British Library Document Supply CentreGBUnited Kingdo

Psychographics and lifestyles A short guide

SIGLEAvailable from British Library Document Supply Centre-DSC:97/03460 / BLDSC - British Library Document Supply CentreGBUnited Kingdo

Understanding the financial value of brands

SIGLEAvailable from British Library Document Supply Centre-DSC:f99/3664 / BLDSC - British Library Document Supply CentreGBUnited Kingdo

The impact of 1992 on advertising, publishing and printing

SIGLEAvailable from British Library Document Supply Centre- DSC:0680.49(1991) / BLDSC - British Library Document Supply CentreGBUnited Kingdo

Deregulation of TV listings An explosion of opportunity?

SIGLEAvailable from British Library Document Supply Centre- DSC:0680.49(1991) / BLDSC - British Library Document Supply CentreGBUnited Kingdo

Advertising effectiveness How to approach advertising for financial services

A guide to best practiceAvailable from British Library Document Supply Centre-DSC:97/05752 / BLDSC - British Library Document Supply CentreSIGLEGBUnited Kingdo