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

Mortimer, K. and Laurie, S. P. (2018) How to achieve true integration: the impact of Integrated Marketing Communication on the Client/Agency Relationship. Journal of Marketing Management. 35(3-4), pp. 1-22. 0267-257X.

Texts
Information

[A][B][+][-]

12884:31137

[A][B][+][-]

12884:31137

[thumbnail of Kathleen_Mortimer_Sally_Laurie_Taylor_Francis_2019_How_to_achieve_true_integration_the_impact]

Kathleen_Mortimer_Sally_Laurie_Taylor_Francis_2019_How_to_achieve_true_integration_the_impact
Kathleen_Mortimer_Sally_Laurie_Taylor_Francis_2019_How_to_achieve_true_integration_the_impact.pdf - Published Version
Available under License Creative Commons Attribution.

Information

Abstract:

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.

Uncontrolled Keywords:

Integrated marketing communication, Client relationships, Agency relationships, Intergration, Remuneration, Advertising agencies, Media neutrality

Creators:

Mortimer, K. and Laurie, S. P.

Faculties, Divisions and Institutes:

Faculties > Faculty of Business & Law > Marketing and Entrepreneurship
Research Centres > Centre for Health Sciences and Services

Date:

13 December 2018

Date Type:

Acceptance

Page Range:

pp. 1-22

Journal or Publication Title:

Journal of Marketing Management

Volume:

Number:

3-4

Number of Pages:

Language:

English

DOI:

10.1080/0267257X.2019.1576755

ISSN:

0267-257X

Status:

Published / Disseminated

Refereed:

Yes

Related URLs: