Ad agencies move to include PR in integrated campaigns

Top advertising agencies look for greater PR input into overall marketing planning.

Rob Brown: 'early involvement'
Rob Brown: 'early involvement'

The increasing crossover between advertising and PR has been reflected by ad agency moves to combine PR thinking with their overall offering.

Chime Communications ad shop VCCP has begun including creative input from sister PR firm Resonate for new business briefs. Resonate director Graham Drew said: 'It's me along with a couple of others from Resonate, working on live briefs, as opposed to a traditional structure where they work on creative and we work on PR. Most ad agencies would admit they don't actually understand PR, but I don't think the client is ready to hear the big idea from anyone other than an ad agency.'

M&C Saatchi, the UK's fifth-biggest ad agency, recently overhauled its management structure to include the chiefs of its two PR subsidiaries - Talk PR and M&C Saatchi Sport & Entertainment - at board level. It has also created a planning group combining PR, advertising, digital and sponsorship.

Meanwhile, TBWA Group has rebranded as TBWA\Media Arts, and has brought all its London companies, including PR agency Staniforth, under one roof. Staniforth MD Rob Brown said: 'The trend will become more common. The lines between disciplines are less distinct. We are increasingly getting involved early on in the process with TBWA.'

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