One GroupOptimising its capabilities
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Creston client offering
We believe that in these changing times there are four emergent pillars which a diversified marketing services group should factor into its development of a market leading group offering. The impact of these four forces have been instrumental in shaping both our Group and our client offer:-
1. Customer-Led Demand
Today’s customers simply have more options than ever before and more ways of exercising their choices.
Customers are increasingly loyal to brands that have accurate insights into their buying preferences, who have taken this information and used it to create meaningful communication and adapted product marketing strategies to ensure they best meet their customers' needs. This customer-led demand has been created by the diversity of channels via which consumers can identify with a particular brand or service.
At Creston we have a blend of companies and services that provide insight, analyse market trends, develop and then execute campaigns that enable marketers to best meet clients' needs. The reputation of our insight and intelligence businesses, ICM, MSL, CML and MSTS combined with the world class data mining and analytical activities within TMW and TRA represent a powerful client proposition.
Responding to this customer demand-led insight can be challenging for both clients and agencies, because the strategic path is no longer straightforward in the previous traditional way. There is now an insight-led need for flexible and nimble thinking and campaigns that touch both the hearts and minds - as well as the buying history - of customers.
2. Media Neutrality and Real Transparency
Responding to customer and demand-led insight can be demanding for both client organisations and agencies, since the strategic path illuminated by the 'customer-led' insight can challenge the 'status quo' in terms of how that insight is distilled into a central communication idea and a media channel strategy.
We believe clients will increasingly demand a “media neutral” approach to these dimensions. Since Creston has no meaningful relationship with a media buying concern or any structural or legacy overreliance on TV advertising revenues, we feel in an optimal position to offer clients real transparency of advice in these areas.
3. Best of Breed Activation and Delivery
The best-informed strategy can fail unless it can rely on world-class thinking, execution and delivery.
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Creston’s diversified model is home to cutting edge, industry leading agencies embracing the key marketing disciplines:
- Disciplines
- Advertising
- Channel Marketing
- CRM Solutions
- Digital Marketing
- Direct Marketing
- Insight
- Public Relations
- Sector Expertise
- Automotive
- Business to Business
- Consumer Package Goods
- Financial Services
- Healthcare
- Retail
- Technology
4. Measurement and Optimisation – Meaningful Impact, ROI Metrics and KPIs
There has never been a stronger appetite from clients for metrics that demonstrate marketing efficiency and return on marketing investment with boardroom credibility.
Within Creston's agency portfolio reside the intellectual property and proprietary approaches to provide clients with superior understanding ranging from campaign performance to Brand Equity Management. The insight and analytics expertise of the Creston offering is, we believe, second to none.
The sum is greater than the parts
While each pillar is important in its own right, it is only when the four are considered as a whole that the opportunity available to a marketing services group with a truly market-relevant “end-to-end” approach and a balanced portfolio become apparent. And the opportunities are even greater when the group is prepared to use its acquisitions strategy to create an entity with the size and shape that best suits the market.
We believe, both collectively and through our individual agency brands, that underpinning our Group offer around these four pillars will allow us to become the advisor of choice to leading brands and brand stewards.
We also believe Creston is uniquely placed to take advantage of these changing trends and is not weighed down by the “old-model baggage” of the large marketing services groups.
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