Integrated communications

One of Madano’s founding tenets was that we felt clients’ challenges in the 21st Century were getting more and more complex. The advent of new technology, the breakdown of traditional control hierarchies, changes in media outlets, the expediential growth of information via the worldwide web, increased regulation, and the growth of dedicated pressure groups - all have added to the communications burden on organisations.

Yet agencies in our experience are often structured simply to give narrow advice or services, focused on solving one part of a conundrum. Or if they do have a broad base of skills, as in big agency groups, the cost of getting the best professionals around one table is exhorbitant and difficult to manage.

Madano has been developed with the express aim of being able to deliver expertise to our clients as an integrated service package – if that is what they require. We have a professional group with premier league skills - whether in financial or corporate communications, public affairs or marketing communications but we work as one team, under one roof, with none of the traditional hierarchies.

In addition to joined up thinking and action, this approach delivers considerable cost and efficiency savings to clients, reducing the number of agencies they work with and giving them one backside to kick.

Great theory? Well, with one recent client we have managed to reduce their consultancy cost structure by around 20% and are now seeing improved communications performance against all their metrics. Around 50% of our clients now use more than one of our services – and as the economic slowdown bites we believe that integrated communications will become more appropriate than ever.