Sometimes, inventive and media businesses will associate collectively in a pitch so as to have the size wanted to compete in opposition to holding firms, however these collaborations are sometimes in one-off situations. However Joan Inventive and Crossmedia are bucking that development with a proper partnership that has proved that working collectively generally is a enhance to each.
Earlier this yr, Joan and Crossmedia rolled out a novel providing, referred to as JoanxMedia, which was designed to supply each businesses’ shoppers extra choices but additionally present that media and artistic may successfully go to market collectively.
At a session on the inaugural Adweek X occasion in Los Angeles on Monday, Lisa Clunie, co-founder and CEO of Joan and Kamran Asghar, co-founder and CEO of Crossmedia U.S. shared the stage with Adweek’s Olivia Morley to speak about how the connection took place and the way it’s flourishing.
From Joan’s perspective, bringing in Crossmedia opened them as much as higher pitching.
“Now we will pitch issues that ask for media,” mentioned Clunie, including that Crossmedia sits throughout the planning staff and the employees at Joan works with Crossmedia employees identical to they have been Joan employees, facilitating higher integration of the 2.
Working collectively shortcuts numerous the work that was once separate for Joan and Crossmedia, however permits the 2 firms to maintain their independence.
“We’re each impartial businesses—we’re each minority owned and ladies owned—however come along with sort of a shorthand that inventive and media have all the time loved up to now, however simply has turn into a misplaced artwork,” mentioned Asghar.
Uncovering blind spots
The separation of media and artistic is one thing Asghar calls “the unique sin,” and the JoanxMedia collaboration is an opportunity to assist undo that sin.
“The precise approach is to be built-in as a lot as humanly doable,” added Asghar.
The primary collaboration of the businesses was on a pitch, which was received, for S&P International when it merged with IHS Markit. It was the model’s first international, totally built-in marketing campaign, and it confirmed the facility of what each businesses may accomplish by working collectively, mentioned Clunie, including that it was a hit as a result of Joan was capable of faucet into Crossmedia’s international perception and international understanding and the 2 businesses have been capable of construct a cohesive plan collectively.
