Multi-agency alliances have emerged as the solution to client demands for a broader range of skill sets, a single point of contact and competency in digital media.
Challenges don’t come in pre-sized boxes. They require skills and expertise that many advertising and public relations firms don’t have on their in-house staffs, so they have turned to partnering with like-minded and complementary firms to meet client needs.
Cappelli Miles and CFM Strategic Communications, both Oregon-based firms with long track records of achieving client success, have created such an alliance.
“Many of our clients need more than branding help and advertising,” says Rod Miles, president of Cappelli Miles with offices in Eugene and Portland. “We have found a partner in CFM with skills in public relations and market research that complement us perfectly.”
Blending team skills positions the two firms to take maximum advantage of digital and interactive media. “Our alliance with Cappelli Miles enables us to weave interactive and digital media tactics into overall strategic communications strategies,” says Gary Conkling, cofounder of CFM, with offices in Portland, Salem and Washington, DC.
Marketing trends place a premium on informative, relevant and useful content that can be shared, especially on social media.
“We no longer think about advertising and PR as parallel communications universes,” Miles says. “We focus on making connections with our intended audiences, using whatever tools and channels that work best. It often means a mix of tools such as video, storytelling and direct engagement.”
“More people are paying attention on digital media, so it makes sense to develop content designed expressly for digital media,” Conkling adds. “That requires thinking beyond press releases or paid ads. The services you provide are less important than the results you achieve.”
Cappelli Miles and CFM are currently collaborating on two client projects – OregonSaves for the Oregon State Treasury and a rebranding rollout for Salem Keizer Transit.
“Each firm has its core strengths and key staff,” Miles says. “Working together, we have expanded bandwidth, broader expertise and richer ideation.”
Conkling adds, “As two firms working as one team, we have more to offer.”