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Integration: how to get it right and deliver results

Find out how different models of organising and integrating marketing messages and media translate into business effectiveness, in the IPA's new 'Datamine 3' report, which was launched this week (20th June).

22/06/2011

View photos of the launch event here .

Until now there has been no substantial analysis of how different models of organising and integrating marketing messages and media translate into business effectiveness. For the first time this IPA report addresses this, through a thorough analysis of over 250 IPA Effectiveness Awards case studies, entered over a seven-year period (2004-2010). With examples from Hovis, O2, Virgin Atlantic, HSBC, E4 Skins, Johnnie Walker and more.

Creating and delivering effective integrated campaigns is becoming increasingly like conducting an orchestra. This trend has increased in the last couple of years as the digital age continues to open up the potential for millions of conversations, and as advertisers and their agencies look for ways to make the growing multitude of channels work in harmony together. This move towards ‘orchestration’ and away from a more rigid approach to integration is suggested in a new IPA report just published (Monday 20th June 2011),  Datamine 3 New models of marketing effectiveness. From integration to orchestration.  It also identifies four ways in which campaigns are organised.

Until now there has been no substantial analysis of how different models of organising and integrating marketing messages and media translate into business effectiveness. For the first time this IPA report addresses this, through a thorough analysis of over 250 IPA Effectiveness Awards case studies, entered over a seven-year period (2004-2010). With examples from Hovis, O2, Virgin Atlantic, HSBC, E4 Skins, Johnnie Walker and more.

Key findings in the report include:

On models of integration:

• The report identifies four distinct ways campaigns are organised:
i) No integration – single channel or campaigns using a number of channels but not integrating consistently across them.
ii) Advertising-led integration – channels unified around a common creative idea / ‘matching luggage’ approach
iii) Brand idea-led ‘orchestration’ - unified around a shared brand con-cept or needstate platform, often built around core brand values of the organisation.
iv) Participation led ‘orchestration’ – goal is to create a common dialogue or conversation, has emerged in latter years, partly driven by digital media.
• The report proposes the term ‘orchestration’ as a more open, flexible and adaptable approach to managing campaigns.  The focal point around which marketing campaigns are unified is changing, from an executionally-led ap-proach to a more fluid brand idea-led and participation-led one.  However this will be evolutionary, not revolutionary for some time to come as the traditional advertising-led campaign remains the most common model, accounting for half (50%) of those analysed.

On delivering results:

• Multichannel campaigns are more effective than single channel ones.
• Three is the most effective number of advertising media to drive hard* business measures.
• TV is still the most effective medium to drive hard and soft* measures but press and outdoor can play an extremely important role as lead advertising medium.
• Campaigns with no obvious integration or who use only one channel are good at reducing price sensitivity but have little impact on market share.
• Traditionally integrated advertising-led campaigns are more effective at share gain and customer acquisition.
• Brand idea led campaigns are highly effective in retention, share defence and profit gain. 
• Participation-led campaigns underperform on hard sales measures but excel in rewarding existing users and on brand fame. But despite the digital explo-sion, they make up a very small percentage overall.
• Developing a brand persona or icon is an extremely effective integration device.
• Categories differ substantially in their adherence to different models, for example non-integration is common amongst telecoms advertisers, financial advertisers make more use of advertising-led integration, brand idea-led is more popular among non-food FMCGs, and participation-led among brands with smaller budgets.
*Hard measures include sales gain, market share gain, reduction of price sensitivity, customer retention, customer acquisition, profit gain and market share defence.

*Soft measures include brand awareness, brand loyalty, brand trust, brand differentiation, brand belief, brand fame and brand values.

Datamine 3 New models of marketing effectiveness. From integration to orchestra-tion is co-authored by Kate Cox, Head of Integration and Orchestration, MPG Media Contacts, John Crowther, Managing Partner, Creston Unlimited (ex-Publicis), Denise Turner, Head of Intelligence, MPG Media Contacts, and Tracey Hubbard, Research Director i to i research. It follows on from Datamine 2 Marketing in the Era of Accountability (published June 2007).

Says Denise Turner, Head of Intelligence, MPG Media Contacts, “While the traditional advertising model is still alive and kicking there is evidence of a move towards a participation-led communication model and this report provides marketers with a realistic assessment of the barriers and some practical advice on making it work.”

Says John Crowther, Managing Partner, Creston Unlimited, “One of the most challenging topics for both agencies and clients has been how to best organise communications to take advantage of all the new media and engagement opportunities that have come available. Is the right answer to focus on coherence and create “matching luggage” with the same idea relentlessly exploited in each medium? Or is it to focus on the different opportunities which each medium creates and allow each medium to deliver separately different parts of the brand experience? There’s been a lot of heat in the debate – particularly between the creative departments of traditional and digital agencies – but up to now, not much light. We wanted to take the opportunity to see what we can learn from looking at how brands with proven effectiveness have organised their communications”

Says Kate Cox, Head of Integration and Orchestration, MPG Media Contacts, “A client issuing a brief to 'provide an integrated response across agencies' can often strike fear in its recipients because the very concept of integration can mean so many different things to different people dependent on where they sit within the marketing process.  Is my concept of integration the same as the clients expectations? Is the PR agency working to the same agenda? Who's in charge? Who should be? And can we generate a response that works across all channels?

This analysis aims at putting a 'stake in the ground' for the industry  by defining the different ways of integrating marketing activity , or models of integration, observed in recent years and then assessing their relative effectiveness in terms of driving results. We found it helped us clarify the issues and deliver clearer, more objective guidance on approaches.”

Kate Cox has summarised the work in a feature ‘Effective Integration’ in the June edition of Admap which can be read by clicking here
To subscribe to Admap visit www.warc.com/myadmap .

Accessing the report:
IPA member agencies can purchase the report PDF for £85, non members for £95.
For more details click here .

Advisory board for Datamine 3 report: Dan O’Donaghue, Publicis, Janet Hull, IPA Director of Marketing & Reputation Management, Peter Field, Independent Marketing Consultant, and Claire Spencer, CEO i to i research.

IPA Databank
The source for this analysis was the IPA Databank. This is a product of the IPA Effectiveness Awards, an awards programme set up in 1980 in the UK to encourage a focus on effectiveness and to raise the standards of evaluation and proof across the advertising industry. It has become the world’s most rigorous competition of effectiveness case studies as judgment is based solely on business success and the quality of the proof that is provided. The IPA Databank is a huge database of all entrants. This book examines case studies submitted to the awards from 2004-2010. This database provided a database of over 250 case studies, a statistically representative sample from which to draw clear conclusions.

Last updated 11/01/2012


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