Today the idea of integrated solutions
is a welcome one. With benefits to the customer including time
and cost efficiency, many companies are now positioning themselves
as ‘one-stop-shop’ suppliers to stay ahead of their
competitors. It is little wonder therefore, that more and more
designers are joining forces with PR and marketing consultancies
to strengthen their offering.
From a buyers perspective such partnerships
can give an assurance that a holistic approach has been taken.
From billboard, bus or cinema advertising to brochure and website
design continuity of market position and message can be achieved
with design and PR practitioners working closely together.
In addition this 360° degree view
guarantees that they have received the right answer to their
brief rather than the ‘closest’ one. If PR is not
the answer but direct mail, advertising with a view driving
prospective clients to your website your creative team should
have the tools available to provide that service.
Design is only a part of the answer –
it can help to define the brand character and market position
by building a strong image for that company that is consistent
with what it does and the way it does and quality – brand,
website, corporate brochures. But none should sit in isolation
from the other elements of the marketing mix. That integration
can be delivered by the client or integrated consultancy that
can help that organisation to blend the elements in order to
get the best return for your money.