One GroupJoined up thinking
Philosophy of synergy
In our Market Overview, we underline the importance of an often more diversified approach to consumer engagement, fuelled by media fragmentation and different patterns of media consumption. As a Group, it is our stated ambition to harness our collective skills to become the 'advisors of choice', in order to guide clients and brands through this changing landscape and exploit the emerging opportunities.
We describe the four key dimensions that we will leverage to develop a market leading offering to support this:
- Customer-led demand - leveraging the power of customer insight through our Group businesses to further sophisticate communication strategies.
- Media neutrality and real transparency - an unfettered approach to media selection, that concentrates on the Group wide development of the 'big idea' that can then be executed through the most appropriate channels.
- Best of breed activation and delivery - drawing on the complementary skills and expertise of our Group businesses from some of the industry's leading agency brands to seamlessly execute marketing communication strategies.
- Measurement and optimisation, meaningful impact, ROI metrics and KPIs - recognising that in today's challenging economic climate, there is even greater importance on measurement and evaluation and that the Group's collective skills provide a range of powerful solutions from campaign analysis to brand equity measurement.
Looking at these four dimensions as a whole, it's clear that siloed thinking is no longer tenable. Instead, there will be increasing emphasis on the need for a blend of skills and services.
As a Group that fundamentally believes in the benefits of collaborative thinking, you will see a real desire to bring something new to our existing and prospective clients. Clearly, our strong agency brands will continue to grow and develop in their own right, but increasingly, we'll draw upon our collective skills to bring ever more sophisticated and effective solutions to the client table.
How have we made this approach work?
As Creston is still mid-sized, we have a distinct advantage in this regard. All the principals and second tier management at each of our agency brands know each other. We hold regular synergy away days to foster co-operation and update key staff about initiatives such as Creston Health, newvista research, the Latitude partnership and SWAY.
When a new agency joins the Creston Group, part of the integration process is for key management to meet with all other Creston agencies to present their market proposition and to also understand the market proposition of each existing Group agency. The success of synergy within Creston has been as a result of this 'family' approach. It is also underpinned by one further dimension - all agency principals are bound by a common interest - they are all shareholders in Creston plc.
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