Last year, the public relations and communications agency, The Public Advisors, expanded its portfolio with an integrated marketing division. This complements the area of services offered to clients. In the first year of activity, The Public Advisors conducted external marketing campaigns for clients in FMCG, real estate, automotive and non-governmental sector.
Clients can benefit from integrated consultancy in Marketing and PR, with a single point of contact and benefiting from the consultant’s certified expertise, 360° implementation and the possibility of a temporary in-house relocation of an expert.
“Completing our services portfolio with this new external marketing feature for our clients came as a natural step in our development, but also as a confirmation of the trend towards which the entire communication industry is heading. After several requests from our clients regarding the implementation of marketing projects, we felt that there is a need in the market for this extra benefit, as well. Both marketing and communication sectors have expanded their scope of work and often address the same audience, which is becoming larger and larger. Thus, a juxtaposition of these two areas is an aspect that shows communication can adapt and respond to the current needs of the business environment,” says Simona Dan, Managing Partner, The Public Advisors.
Currently, through the external marketing division, The Public Advisors serves both clients already in the portfolio, but also new clients, exclusively for such works. Most of the inquiries are for research and analysis, creation and coordination of brand strategy, implementation both offline and online.
„Coordination between PR and Marketing gives any business a better security and control over the dissemination of messages. These two areas have always been linked, but over the past years we felt an even greater need among companies to incorporate them. Even at international level, most of the communication specialists consider that the relationship between PR and Marketing will become even more natural and will definitely contribute to streamlining communication. After a challenging period for marketing budgets, we notice a relaunch of campaigns, including in offline. For certain, the 13 years of experience in communication for different industries, offer us the capacity to adapt to any business and to promptly understand the clients’ needs, so that we become a reliable partner for the entire marketing process,” says Raluca Mihălăchioiu, Managing Partner, The Public Advisors.
In USA, almost two thirds of the companies already outsource regularly all or one part of their marketing activities to agencies, most of them choosing long-term contracts (53%), the rest opting for one-off collaborations for certain projects. The requests for external expertise for marketing activities are addressed by companies regardless of their size or industry, including by entrepreneurs. This fact confirms the great emphasis placed by the business environment on agencies and their know-how in terms of development plans, both strategically and operationally, but also in the current and more complex media landscape.
Marketing for associations and NGOs, although is now developing, it represents an expertise increasingly relevant, the latter understanding its contribution in achieving their objectives. At European level, 37% of NGOs have undertaken marketing campaigns. Out of these, 43% were made through a marketing department, 37% directly by the management and 19% were outsourced to other professionals outside the association.