How agencies can support integrated communications

Abstract

How can outside agencies support integrated communications? The total quality management (TQM) literature on supplier-buyer relationships is reviewed, and an interview study of eight leading American TQM companies is described. The study suggests that integrated communication is best supported when the client company develops a long-term partnership with a small number of agencies. Two approaches are suggested for corporations with multiple product lines or brands to consolidate the number of agencies: (1) assign one agency for each communication channel, which is responsible for integrating the communication channels “horizontally” across business units; or (2) assign one agency to each business unit responsible for integrating business units “vertically” across all communication channels within the unit.