Inhibition of brand integration amid changing agency structures

Philip J. Kitchen, Graham Spickett-Jones, Tony Grimes

Research output: Contribution to journalArticle

28 Citations (Scopus)


The all-important focus upon brands and brand success is underpinned – of necessity – by well-designed and well-executed integrated marketing communications (IMC). This qualitative paper explores perceptions of IMC in relation to branding within senior UK-based advertising and public relations agencies in terms of current perceptions, implementation, coordination, evaluation, barriers, budgetary issues, decision-making; and managerial implications for the future of IMC. The paper describes the findings from a series of depth interviews with senior executives from leading advertising and public relations agencies. While the findings do indicate the presence of ongoing barriers to the adoption and usage of integrated solutions, these barriers are as much an issue to do with clients as with the agencies themselves. Nonetheless, there seems to be an issue concerned with remodelling working practices to accommodate new and seamless ways of working creatively across all promotional mix elements. Thus, while the principles of integrated marketing communications are sound, the actual mechanisms for application still need further work –in terms of both application and measurement, and the need for in-depth research. We also endorse and reiterate oft-repeated calls for research with client organizations.
Original languageEnglish
Pages (from-to)149-168
Number of pages20
JournalJournal of Marketing Communications
Issue number2
Publication statusPublished - 2007

Cite this