IGMC Drivers and Agency Interaction

Philip J. Kitchen and Marwa E. Tourky
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Philip J. Kitchen: ICN-Artem Business School
Marwa E. Tourky: Cranfield University

Chapter 9 in Integrated Marketing Communications, 2022, pp 173-194 from Springer

Abstract: Abstract As illustrated in the pages of this book, the organization need to adopt and utilize new models and processes is inescapable and will continue into the future. Here, we illustrate primary drivers of integrated global marketing communication and show how these drivers operate from an agency perspective. Agencies servicing client needs are commonly an integral part of developing meaningful marketing communications that lead to success. While the term advertising agency is used here, the term branding, communication, or integrated agency is preferred, for major corporations in today’s world do not seek advertising solutions to marketing or business problems. Instead, they seek effective branding and marketing communication solutions that increase sales, expand market share build brands and businesses, and ultimately corporate performance in terms of sales, profits, enhanced relationships and behaviors, and more positive mind-sets from all stakeholders, including the all-important customers and consumers. Some of these solutions are shown in the chapter and others evidenced in the case studies.

Date: 2022
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DOI: 10.1007/978-3-030-76416-6_9

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