Having recently joined MGA Group as Head of Client Service, it proved to be timely to be invited to speak on a Cross Media Seminar Panel at last week’s IPEX 2014 at ExCel London.

The seminar was a well attended forum where the panel discussed the challenges of fragmentation of audiences across more and more mediums in the integrated communications world.  While large brands are generally able to ensure their messaging stretches across a range of media platforms, smaller businesses have to be smarter about their communications and media outreach – both from a strategy and “purse strings” perspective.

Here at MGA we take a close look at our clients’ target audience, their attitudes, media consumption habits and key behavioural drivers before we plan and recommend channels that will provide the greatest ROI.  Where appropriate, we believe it is our job to guide our clients through the maze of viable touch points out there taking a media-neutral standpoint in the early stages of an engagement so as to make sure we deliver a suite of channel recommendations that are unbiased as well as relevant to our clients’ business.  In this way we jointly achieve a more “joined up” brand message delivery with the desired end result of building brand presence and equity.

I liked an article that I read earlier this week that talked about innovation in integrated thinking.  The author spoke about percentage of risk – 70% of activity should be in proven channels – the safe choice that always works.  20% should be what was described as “adjacent innovation” carrying some risk.  The remaining 10% is “pure innovation” – i.e. high risk activity that might unearth surprising results that in turn becomes the 70% of tomorrow.

At MGA we work assiduously to lead clients down the integrated road, encouraging them to embrace high quality integrated, cross media campaigns and tracking the value that they deliver.

Iain Hunter is Head of Client Service at MGA Group

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