The era of the fully integrated agency
VMA Group’s agency team recently held an event to discuss the merits of a truly integrated agency offering, hosted by the MD of Havas PR London, Steve Marinker. Havas is the first agency to provide this model, and it brings PR, advertising, retail marketing, digital, social media, search and channel strategy together on one P&L, on both a local and international level. Havas is therefore able to offer its clients the full gamut of communication disciplines under one roof.
It’s early days but Havas has already seen great success by employing this way of working to clients including Ideal Standard and Evian. For example, the recent Ideal Standard campaign, ‘A Beautiful Use of Space’, was born out of an existing advertising model. Whilst “amplify the ad campaign” is normally met with a groan from the PR side of the table and a few mutterings of “it’s just going to work for PR” this is an excellent example of how a successful PR idea can be created in this way and to great effect. The PR team succeeded in converting “A Beautiful Use of Space” from an advertising campaign into a conversation piece amongst existing and new consumers, from designers and architects to showroom staff and consumers. Click on the video below to find how they did it…
Steve Marinker says, “In our experience, it comes down to a shift in mindset and realising that you are not competitors but collaborators all working towards one goal, and ultimately getting the best possible result for your clients. Quite simply, this approach works because by bringing all of these areas together under one roof and, crucially, under one P&L, we are able to function as a unit as opposed to disparate parts each vying for a bigger piece of the pie. Are there challenges? Of course there are, but challenges are what encourage fresh thinking and we believe this puts us one step ahead of the competition. We expect other agencies to follow suit in no time.”
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