Today’s integrated marketing plan is a dynamic, complex and endlessly faceted model that demands a unique set of skills. In past eras, that plan was often driven by an agency of record with presumed expertise in every facet of marketing.
With a more complicated marketing mix — characterized by increased fragmentation, shifts in the way consumers engage with content, social media influencers, and a host of other variables — such plans are frequently driven and managed by clients who oversee both internal and external teams.
These brand stewards exercise centralized control and act like hubs, with each discipline within their plans (television, online, retail support, social media, etc.) acting as a spoke on the wheel that comprises their integrated marketing plan.