Way To Blue Announces Consumer Brand Team

These days everyone talks about integration or convergence. Undoubtedly in the M&A sector, there is value and interest in agencies that offer an integrated service but the reality is that it's mostly an agency claim and rarely an agency reality. 

To understand convergence better you need to look at the clients and how they are structured both in terms of people and budgets. Traditionally you are more likely to see silo'd thinking and budgeting client side which means agencies are not necessarily incentivised to think as one and structure themselves as one. 

Our business model since day one has been to structure ourselves in a way that future proofs our business and fits with our values and culture away from the inheritance issues you see in a bigger businesses. Collaboration is incentivised and integration is part of the company vision. Not easy in a world where clients love to compartmentalise and buy specialised services across multiple agencies in multiple markets. 

So what once was a specialist business operating in one market, delivering one service in one sector we are now a truly end to end solution, diversifying to deliver multiple services in multiple markets across multiple sectors. 

Today Way To Blue announced a new consumer brand team led by Alan Twigg who will lead our exploits in this sector working with our brand clients to deliver excellence across paid, owned and earned. Alan has a background in earned, but the opportunity for us is to look at communications in the way we believe it will evolve. Led by data, led by a global strategy with local implementation, led by creative and fully integrated.

We are delighted to welcome Alan and his experience will be vital in delivering a best in class integrated service across our group brand portfolio.