sábado, dezembro 11, 2004: Algumas empresas começam a obter dos seus fornecedores graus superiores de integração das disciplinas / ofertas ao serviço das suas marcas

...
WPP Group's Martin Sorrel, speaking at the CSFB Media and Telecom conference in New York this week, said it best. According to a published report, he talked about what he called the "super-agency" approach, in which several agencies within a holding company team to service a large client that's looking for integration. Sorrel reportedly said the approach helped WPP agencies win the HSBC Group and Samsung accounts. IPG CEO David Bell said his firm followed a similar strategy with the Bank of America business. In that case, one executive at the holding company oversees the account, managing $600 million in spending shared across 16 agencies, according to reports.
From what I've been hearing this week, it looks like this approach is growing more common. More interesting, interactive is finally, and literally, getting a seat at the team's collaborative table.
Gregg Fujimoto, SVP at McCann-Erickson and group managing director for the Avaya account, explains how it works within his group. "The senior-most people of the disciplines get into the room and talk about what the objectives and the client's needs are, before we create anything. It starts at the very inception," he told me. "When you bring them in as equals and peers, then they can discuss what they think can happen. So it becomes media or channel agnostic."
McCann-Erickson Worldgroup has codified this approach through something it calls the "Demand Chain."
Why Now?
What's driving this push toward integration? To some extent, it's agency leadership, but more important, it's the clients. As it conducts an agency review, Intel has reportedly gone to the holding companies -- rather than to individual agencies -- and asked them to propose a "dream team" of companies to partner to service its account. (Presumably, enlightened agency leaders simply seek to serve such clients.)
"Some of it is just being smart and recognizing where the market is going," Scott Litman, the former president of WPP's connect@jwt North America, told me. "I think to a certain degree, the clients drive the bus. Who do they pick? If you go through a series of losses and the winners are the ones delivering a well-integrated offering, you learn from that."
...

Site Meter
Get awesome blog templates like this one from BlogSkins.com