Whereas Joan and Crossmedia are nonetheless two impartial businesses, they’ve a real partnership.
“The distinction right here is that there’s one entrance door of Joan, and it’s powered by the Crossmedia muscle,” mentioned Clunie. “It offers us a way of truly having one management staff that each one sits across the similar desk, one strategic working system, one kind of rationale as to why we’re doing what we’re doing.”
The collaboration additionally implies that the inventive staff has the arrogance that the media understands and is supporting them, and that the media understands that the inventive goes to ship what it’s promising.
It additionally implies that pitching collectively as a unit, which might uncover blind spots every company might need, determining what may be finest for the shopper from each a inventive and media standpoint.
“Beginning off from the identical web page is the whole lot,” mentioned Asghar, explaining that having the context of advert frequency and platform can bolster the inventive relatively than it being performed in a vacuum. And people conversations don’t occur typically till it’s too late, so finally, integration of media and artistic will get one thing a lot nearer to what the shopper is searching for and elevates what the patron will expertise.
There nonetheless isn’t sufficient integration of media and artistic on the market, the 2 mentioned, however as extra shoppers mandating that integration for readability and focus, extra of this can be occurring within the market.
Working collectively definitely works properly for Joan and Crossmedia as a result of the 2 businesses will be trustworthy with one another in regards to the wants of the shopper with out being in competitors, which in the long term is a win for the shopper and boosts each businesses.
