MARKETING INFRASTRUCTURE

Agency integration and collaboration have a very significant impact on the value of marketing budgets. Inefficient or disruptive rosters cause huge value to be lost from the marcoms process. We believe this is one of the largest contributors to marketing wastage.

Integration of discipline is the largest challenge facing most marketing organizations yet many marketing structures are still organized to reflect the advertising business of the 1980’s & 90’s. This was an era of silo-specialisms, mass communication, singular messaging and push marketing.

We believe this silo approach can turn marcoms teams into ‘defenders of disciplines’. Silo thinking means innovation slows because it tends to produce isolated briefs for isolated agencies and doesn’t foster integration or collaboration from the inside.

ID COMMS works closely with marketing organizations to make improvements in efficiency, collaboration and effectiveness, especially in aligning objectives and reward for suppliers. This is a process of evolution and improvement rather than any radical change. It results in better briefings to suppliers which in turn improves marketing productivity.