Pernod Ricard
Drink More Water
A responsible-drinking message carried by creators across three seasons: drink water between drinks, and the night lasts longer.
Influencer Marketing · Content · Experiential
The model
INTEGRATEDMARKETINGAGENCY.
Strategy, creative, content, influence, media and measurement, held by one team on one brief. Not four suppliers and a status call.
- 1500+
- Projects delivered
- R8.5M+
- Media savings reinvested
- 12
- Years in market
What is integrated marketing?
Integrated marketing is the practice of planning strategy, creative, content, media and measurement as a single connected system rather than as separate briefs handed to separate suppliers. In practice it means the creative is designed for the placements it will actually run in, the media plan is built around the idea, and one team is accountable for the commercial outcome instead of for its own piece of the work.
The problem
Why the fragmented model keeps failing
The standard set-up gives a brand a creative agency, a media agency, a social agency and a PR agency. Each is competent. Each is measured on its own deliverable. Nobody is measured on whether the campaign worked. So the creative gets made before anyone knows what inventory it has to fit, the media plan gets built around what is available rather than around the idea, the social team receives assets cut for a format nobody bought, and three separate reports arrive that cannot be reconciled. The waste is not in any one supplier. It is in the gaps between them, and it is invisible on every individual invoice.
The approach
01
One brief, written once
Discovery and strategy happen before anyone opens a design file or requests a rate card. The creative brief and the media brief are written in the same session, from the same audience definition, which is the single largest source of downstream waste removed at the start.
02
Creative built for the buy
Because the people planning the media are in the room, work is designed for the placements it will actually occupy: the formats, the dwell times, the dayparts and the screens. Assets stop being resized after the fact and start being conceived for their context.
03
Media bought by the people who made the work
We plan, negotiate, buy and optimise across search, social, programmatic, mobile video and digital out of home in-house. That is where the efficiency comes from, and it is why we have been able to reinvest more than R8.5 million of media savings back into client campaigns rather than book it as margin.
04
One measurement frame
One set of numbers, defined at the start against the commercial goal, reported by the team that ran the work. When performance moves, the same people can change the creative, the targeting and the placement in the same week instead of negotiating between agencies about whose fault it is.
Capabilities
Deliverables, not adjectives.
Strategy
- Brand positioning frameworks
- Campaign strategy
- Audience and persona definition
- Content strategy
- Channel and distribution planning
Making the work
- Creative direction
- Graphic and campaign design
- Content production
- Influencer and creator campaigns
- Web and digital platforms
Getting it seen and measured
- Media planning and buying
- Paid search and paid social
- Programmatic and digital out of home
- Media monitoring
- Performance reporting
Evidence
Where this has been done.
Shell
Shell V-Power: Feel the Fuel
An Ultimate VIP road trip in Ferraris and BMW M cars, creators feeling the fuel, and a live podcast at the F1 Match Party.
Influencer Marketing · Experiential · Content
Excella
Excella Masterbrand Easter
A national Easter media campaign across nine channels, built to keep Excella on the table at the biggest family meal of the year.
Media Buying · Influencer Marketing · Integrated Campaign
Before you ask
Fair questions.
An integrated marketing agency handles the strategy, the creative, the content, the media and the measurement for a brand under one roof and one accountability. Instead of briefing a creative agency and then briefing a media agency on the output, the brand briefs once and one team carries the work from the positioning through to the performance report.
Full-service describes the length of the menu. Integrated describes how the pieces are connected. Plenty of agencies offer every service and still run them as separate departments with separate briefs and separate reporting, which produces the same gaps as using separate agencies. The test is simple: were the creative brief and the media brief written in the same room, from the same audience definition?
The fees are not automatically lower, but the waste is. Most of the money lost in a fragmented model is lost invisibly: creative produced in the wrong formats, inventory bought at rate card, duplicated strategy work and reporting that cannot be reconciled. Buying media in-house is where the saving becomes visible, and we have reinvested more than R8.5 million in media savings back into client campaigns.
No. Plenty of our work starts as a single campaign or a single capability while an incumbent keeps the rest. Any one of our thirteen services can be plugged in on its own. The integration argument is worth more when it is demonstrated than when it is pitched.
Against the commercial goal, agreed in the strategy phase before anything is made. One measurement frame covering the media performance, the creative performance and the outcome, reported by the team that ran the campaign rather than assembled from three suppliers' separate reports.
Related
Ready when you are
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We reply within one business day
Big enough to buy the media, small enough that the people who pitched you do the work.