Picture this: EMEA marketing budget agreed. Budget allocated by country. Country marketing budget allocated by communication channel (advertising, PR, events, web etc). And then it's divided up amongst a team of marketing professionals. Each member of the team takes their allocated budget and builds a program. Their program.

So now we have an EMEA marketing budget divided into a country marketing budget, divided into several mini marketing budgets, each with their own program manager. And typically this silo-based approach will result in a scattered array of activities without any central rationale or thinking. The individual programs may be deemed successful or not, but only ever as an isolated event.

The alternative to this approach is to start with a clear set of objectives and to build an integrated campaign that is geared to use any or all marketing communications to pull in the same direction. Ideally this would be at an EMEA level to maximise the impact of any activity, but even on a country by country basis, this will ensure that marketing is focused on what is needed, rather than a series of disparate activities that may even contradict each other.

At Opportunitas, we have considerable experience of building integrated marketing programs that look at the big picture and leverage all marketing disciplines to deliver the optimum return on investment.

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