Scenario 12-2
Hollywood Inc. is a new promotions company formed by three ex-ad agency execs who had illustrious careers in large multi-service agencies. Over their years in account management and creative roles they developed close ties with a number of Hollywood movers and shakers. Consequently they think they are poised to facilitate advertisers' increasing need for branded entertainment. Unfortunately their "old school" ways of thinking about branding, forged in traditional media, sometimes work against their new business venture.
-(Scenario 12-2) After making the mistake of proposing using Hollywood Inc. without checking on the existing marketing communications plan, the young Jaguar North America manager learns her lesson. When she hears from a friend that another James Bond film has been approved for production, she calls the senior account executive at their lead ad agency to check whether placement in this film would be consistent with the brand imagery being created for the brand and whether they have contacts that can achieve such placement, before telling her boss of her idea. What aspect of coordination is happening in this situation?

Question

Quizplus · Accepted Answer

The coordination happening in this situation is that the lead agency is acting as the architect and general contractor for Jaguar's IMC by advising on the consistency of the proposed placement with the brand image being created and utilizing their industry contacts to achieve the placement. This shows a level of coordination and integration in Jaguar's IMC efforts.

Scenario 12-2 Hollywood Inc. Is a New Promotions Company Formed by Three