All too often senior management responsible for the communication of a companies brand and products or services will select an agency, typically these agencies lead with a specific marketing discipline, this could be advertising, PR, direct marketing, events, sponsorship, on-line marketing, telesales, sponsorship and any other component of the communications mix.

While all these elements of the communications mix are valuable and may have a role to play, briefing an agency that specialise in one of these areas creates the risk for the client of possible bias in the selection of a marketing discipline.

This could result in a failure to deliver the relevant messages to the right audience in the most appropriate way and possibly with additional costs.

To address this issue, we take a 'neutral' approach, and will only propose the most effective marketing and brand communications solutions to address a specific marketing opportunity.

For example:

i) Following a detailed Discovery process for a manufacturing company it was found that no major external communications program (such as advertising) was required. The main emphasis was directed to enhanced employee engagement and education programme, while externally, with the target audience correctly segmented a series of focused high impact branded events were held in a number of European markets.

The results included more aware and aligned employees and a richer and stronger customer engagement and at a more senior level

ii) Another organisation believed that its PR was not as effective as it would have liked. Although its many press releases were informative, they did not standout and coverage was minimal with the media holding a 'neutral' view of the brand. A new approach was proposed. This time, taking a more strategic view with the reduction of the number of press releases issued and the development of on going focused 'conversations' with the most influential media only.

The result was a richer and more detailed coverage of the company and it's brand along with the management team being seen as industry experts and opinion leaders, with the view from the media now showing 'positive' reading of the company and it's brand.

Both of these examples show an intelligent use of brand communications, moving from a traditional marketing approach to campaigns that addressed all the right brand issues were highly targeted and delivered by agencies that have expertise in the relevant disciplines.

Whatever the final recommendation only the most appropriate communications strategy will be proposed.

To deliver the communications plan BrandStrategm work with an ever growing list of "Marketing Eco-System' partners. These partners are often best in class suppliers of unique skills, from design and media buying, to print and web design, live events and video, customer database management, employee and customer research, PR and customer events.

BrandStratagem can direct the overall development and delivery process ensuring adherence the brand communications plan and budget - and a complete, coherent and consistent brand experience across Europe or on a global basis.

To find out how please click here