The first example, and it’s a hugely significant one, is that British Airways have just awarded their entire account – ATL, digital, social, CRM – to BBH.
I predict this will be a massive success for both parties.
BA will reap the benefits of fully-integrated thinking. (They will no doubt achieve a cost saving too, having dispensed with multiple agencies).
And BBH benefits from economies of scale. What could potentially have been several separate businesses are now one business… all sharing the same HR, finance team, reception, security guards, CEO, catering, the people that come in to water the plants, parties, and office rent.
Example two: Cummins & Partners in Melbourne.
This shop does everything, including – crucially – media.
To quote from their website: “We want all parts of the communications process working as one. Collaborating. No silos, no divisions, no off-shoots, no multiple business cards, no holding companies holding disparate entities together. We’re a media company that’s creative. A creative agency that produces content.”