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Lecture 2-3: Organizing marketing communication activities

OverviewofofIMC
Overview IMC
management
management

Marketing
communication agencies

Environment factors
affecting IMC

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IMC Management Process

Planning

Evaluation Organizing

IMC

Monitoring Resources
and Control allocation

Work flow in IMC management

Organizations and businesses with a
communication PROBLEM or OPPORTUNITY

Communication Objectives and Strategies

Client brief

Client/Brand Agencies
Marketers Ad, PR, event agencies
Production house,
SP agency; DM agency

SOLUTIONS (Planning, communication program)

TARGET AUDIENCE

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Key issues in IMC Management

Target
audience

Creative
Budget, BRAND
message
KPIs &
content

Mix of
media &
tools

Receivers
Majors actors (TARGET
involved AUDIENCE)

Specialized
Media
services
Agencies
agencies

Sender (client /
IMC Agencies
brand)

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Sender (Client / BRAND)

• Are individuals, organizations, businesses

• Manufacturing and service firm • Need to connect with the publics

• Retailers, wholesalers
• Government and social
organizations Short term
• Others What do they
want? Long term

Objectives,
Media In-house
message
choice
Sender ideas
(Client / BRAND)
takes decisions

Budget Timing Agencies

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In-house communication service

Pros Cons
• Control • Lack of professionalism
• Understand your problem • Lack of creativity
• Cost savings • Subjectivity
• Not for profit • Low motivation to work

Factors affecting the decision to use in-house

service or hire agencies

Scale
Budget
Products / Industry
Role of IMC in the marketing mix
Marketing organization

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Marketing communication agencies

• Communication services agencies (advertising, digital, event, PR, …).

• Distinct expertise depending on the service provided.
• Consulting creative solutions and advising / conducting execution activities

Solve the problems of the BRAND (Client)

with creative communication solutions.

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Client Coordinate Agency

Leading and
executive role Operational role
 Decide all Fulfill the
issues related to requirements and
the communication goals of the client
process

Legally binding: Contract and terms agreed between

the two parties

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Client- Agency’s “break-up”

Declining
Poor results revenue, scaling
down

Ineffective self Payment or

communication benefit conflicts

Agency Client
Customers too Change in
demanding strategy

Value and Change in

priority conflicts personnel

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Media agencies

Channels to deliver
message to the
audience

Modern Paid/Owned/Earned New media:

Traditional
Internet media • Individual (KOL…)
Mass media
Mobile • Community
Outdoors
… …

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Specialized service firms

• Provide ASSISTANCE
• Information (research)
• Personnel, human resources
• Skills and techniques
• Equipment
• Participate in planning,
production, implementation &
evaluation of communication
programs

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Flow of coordination among client-agencies

Communication Brief Sender Media brief
(Client/Brand)
Creative
brief
activation

Communication plan Media plan

Marketing Media agencies &

communication Creative idea development &
and media service
exchange, media booking/buying
agencies agencies
Direct

Creative brief

Creative
Creative execution Media booking / buying execution
agencies,
production
house

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Roles of agencies
Agencies are the payee, so the pressure is on them to deliver. They need to:
• Ask the right questions to familiarize with the brand and business context as quickly as possible.
• Provide innovative, creative ideas and tactics to make the brand standing out from the clutter.
• Proactive AND responsive to deliver a great customer experience.
• Provide personnel with the right expertise and skills to deliver top quality work.
• Set a clear goal with a commitment to the level of success.
• Be honest about expectations, progress, response times, and deliverables. Having early conversations can
help set the stage for success.
• Work strategically and respectfully to agreed budgets and be completely transparent and proactive when
projects/work are out of scope.
• Admit mistakes as they happen - because they will - and learn from them.
• Demonstrate flexibility in being able to respond to changing priorities and business opportunities.
• Work as an equal partner, not just an order taker. This means there will be disagreements and arguments in
the relationship and as long as the goal is the client company's success all is well.

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Roles of the client

As the client, firms (sender) are the paying party but that doesn't mean they just wait for success. Clients need to:
• Completely participate in the process of developing communication brief so that the agencies can access the information needed to
learn about businesses and brands.
• Set a clear goal with a commitment to the level of success.
• Committed to always be ready and collaborate with its employees.
• Provide honest feedback on products (proposed) delivered. If you like, speak straight! If you don't like it, speak out, - and providing
time for consulting firm / communication service to refine and bring what businesses want, especially in the first steps to deploy.
• Respect the budget and the scope of the project agreed and understand that if the business wants to achieve a large result, it must
be spent in accordance with the existing or additional agreement.
• Admitting that mistakes will happen to both sides and most will easily overcome.
• Understand that service providers are outsourcing partners, they also serve other customers. The best service firms will make
customers feel like they are the only customers, but it cannot always be willing to respond in every situation.
• Exchange everything with the account manager if you feel not listened or uncomfortable with a proposal. Professional companies
have a leadership team that can intervene to help everything back in the right direction.
• Open and absorb new ideas, breakthrough thinking. Although at the end the enterprise can decide in an inappropriate idea, but it still
should encourage agencies to bring new proposals and ideas.
• Choose a service firm that you consider to become an important partner in the business - they will become so!

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Agency Selection

Resources Expertise

Criteria
Reputation Compatibility
(brand) (Similarity)

Cost

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Expertise Marketing: understand objectives and needs of

client’s customers, industry and competitors

Evaluation of
Content creation: capacity of the creative team,
quality of previous campaign, cultural values and Expertise
insight understanding, …

Media planning: relationship with media

supply/ownership organizations, understanding of
medium characteristics and media market, cost of
booking/buying media, effectiveness in media
planning
Organization and control: the ability to track
campaign progress, coordinate departments,
resolve conflicts, keep customers' information
confidential, dedicated to work, save money for
customers, ensure goals achievement
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Evaluation of
Reputation
Prestige, credibility, brand
notoriety

Previous customers (clients)

Established partnerships &

network

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Evaluation of Costs

Reasonable Effective

Competitive

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Evaluation of Compatibility

Goals, values
pursued
Attitudes of
leaders and
Mutual employees
understanding,
ability to grasp
each other’s
goals, need,
expectation
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Shift in client-agency relationship

Building a marketing organization that drives growth today

Thomas Bauer, Jason Heller, Jeffrey Jacobs, and Rachael Schaffner, “How to get the most
from your agency relationships in 2017,” February 2017, McKinsey.com.

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Building a marketing organization that drives growth today

Thomas Bauer, Jason Heller, Jeffrey Jacobs, and Rachael Schaffner, “How to get the most
from your agency relationships in 2017,” February 2017, McKinsey.com.

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Overview of IMC
management

Marketing
communication agencies

Environment factors
affecting IMC

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