Pay Now – Or Pay More Later.

Who pays for the additional time required for proper integration?

Over the years, as we’ve developed our client-based IMC model at The Phelps Group, we have spent countless unbillable hours in meetings trying to align the disciplines to speak with one voice for a client. These hours can be categorized into three areas:

  1. Time invested in devising our method of operations.
  2. The hours spent inventing the processes to make IMC programs happen – where we’ve worked out the real world kinks not covered in a textbook.
  3. Time invested in cross-training.

It’s remarkable how differently people of diverse marcom disciplines think, most notably advertising people as compared with PR people. Cross-training helps bridge the gap in understanding and eventually anticipating what needs to happen for proper integration.