Agencies vary significantly in their scope and specialisation. Some focus on specific strategies and tactics, such as digital marketing, while others adopt a more comprehensive, integrated approach, promising a holistic client experience. 

The Dairy has always operated as a fully integrated agency, a model which has been vital to our continued success. Clients frequently ask us what it means to be fully integrated and how this approach compares to a brand engaging multiple suppliers for different services. In light of this, we thought it timely to outline the strategic advantages of a fully integrated agency-client partnership and how this can elevate the performance of both a brand and a business.

 
Multi-disciplinary expertise, not ‘Jack of all trades’

While society commonly warns against a “jack of all trades, master of none” approach, this adage should not apply to any fully integrated agency worth its salt. Claiming omniscient expertise across multiple domains does not have to raise questions about depth of knowledge if that knowledge is founded in experts who understand their area of expertise inside out.

Specialists should be recruited with a deep understanding of their disciplines. Designers possess an acute mastery of creating engaging visual content and adhering to best practice UX principles. Social media marketers should be able to build and launch engaging, data-driven strategies while copywriters craft compelling, on-brand narratives.

This segmentation of expertise ensures that each component of your marketing strategy is handled by individuals who are not only proficient but highly skilled in their respective domains. 

The key is ensuring that the agency is composed of professionals with proven expertise, rather than a small team trying to cover every aspect of marketing. When selecting a fully integrated partner, ensure that they bring specialists across multiple areas to effectively execute your strategy. Reviewing their portfolio and meeting the team can provide critical insights into their capability.

 

A Seamless Extension of Your Marketing Team

One of the immediate advantages of partnering with a fully integrated agency is the effective outsourcing of an entire marketing department. By collaborating closely with clients, we embed ourselves in their operations—visiting their workplaces, experiencing their products, and understanding their values. This immersion allows us to align closely with your vision and goals. If an agency is not willing to engage at this level, they are unlikely to deliver truly effective marketing campaigns.

Your agency should feel like an extension of your in-house team. While they will inevitably serve multiple clients, when working with you, they should be fully invested in your success. This collaborative relationship ensures that you benefit from a wide spectrum of expertise and, if you choose to partner through an ongoing retainer, this approach can be more cost-effective than hiring an in-house team.

 
Cost-Effectiveness and Resource Optimisation

Building an in-house marketing team offers flexibility, but it is often a resource-intensive challenge. Many businesses are now recognising that engaging a fully integrated agency can be far more cost-effective. Rather than bearing the financial burden of multiple full-time salaries, companies can invest in a retainer model with an agency, gaining access to diverse expertise for a fraction of the cost.

For instance, the cost of hiring a single employee could equate to the investment in a comprehensive, fully integrated marketing strategy covering various disciplines. At The Dairy, we work with clients to provide a clear estimate based on their needs, outlining the number of days required each month and applying a transparent pricing model. The result is typically a much more budget-friendly solution compared to hiring multiple in-house specialists.

Moreover, businesses are increasingly discovering that high-quality marketing services are no longer confined to big cities such as London. Agencies located outside of typically expensive locations can provide equal or superior expertise at a more competitive price point.

 
Strategic Partnership for long-term brand Growth

Marketing is inherently a long-term strategy. A brand needs sustained attention to remain relevant and ahead of its competitors. By forming a strategic partnership with a fully integrated agency, businesses can build for future success. Rather than reacting to immediate needs, a fully integrated agency allows you to look beyond the next campaign and focus on long-term brand growth.

At The Dairy, we emphasize two critical pillars: strategic direction and creative execution. A strong marketing strategy forms the foundation for all subsequent creative efforts. Fully integrated agencies can guide you in developing a forward-thinking marketing strategy while ensuring that your creative initiatives are grounded in sound marketing principles.

In the long run, this holistic approach leads to more sustainable growth and consistent results. Having an agency partner who has been with you from the outset fosters a deeper investment in your brand’s success.

 
Achieving Consistency and Cohesion

Consistency is a key driver of brand success. By working with a single fully integrated agency, you ensure that your brand’s voice, messaging and visual identity remain cohesive across all channels. Engaging multiple agencies for different facets of your marketing—one for design, another for digital, and another for strategy—can create fragmentation, leading to an inconsistent brand presence.

A fully integrated agency’s internal collaboration across all marketing functions ensures that your brand’s mission, values, and messaging are consistently conveyed in every piece of content. Furthermore, working with a single agency simplifies communication, reduces potential misalignment, and minimises the risk of costly mistakes. Multiple agencies can lead to confusion and inefficiencies. Centralising your marketing efforts with one trusted partner fosters a streamlined, cohesive strategy.

In conclusion, working with a fully integrated agency provides strategic, cost-effective, and consistent solutions for businesses looking to build a long-term, cohesive brand presence. 

The expertise, integration and efficiency that come with a comprehensive agency partnership deliver a compelling value proposition for brands striving for sustained success.

Get in touch today to see how our experts can seamlessly integrate within your business.