Building Momentum: Unifying SBUs for Cohesive Results

Effective marketing strategies demand seamless coordination across multiple specialized business units (SBUs). Unifying these divisions is essential to delivering impactful campaigns, where each discipline contributes to a greater collective goal. This involves breaking down silos, fostering collaboration, and aligning every team with a shared vision. By integrating diverse capabilities—whether creative, data-driven, or operational—into one cohesive direction, agencies can unlock the full potential of their expertise. The result is a unified product that optimizes channel performance and ensures campaigns resonate with audiences, meet business objectives, and provide measurable success for our partners.

• Display Advertising: Enhances brand visibility and delivers storytelling at scale through video, programmatic banners, and rich media formats. Ideal for awareness and upper-funnel engagement.
• Social Media: Enables direct audience interaction and community engagement, fostering relationships and amplifying brand voices with targeted paid campaigns and organic growth.
• Search Marketing: Prioritizes intent-driven targeting, maximizing lower-funnel conversions through SEO and PPC campaigns to transform leads into actionable outcomes.
• Programmatic Advertising: Automates media buying to optimize spend and ensure precision targeting, delivering cost-efficient, high-quality impressions across multiple platforms.
• Traditional Media (TV, Radio, OOH): Complements digital channels by driving mass reach and reinforcing brand presence in everyday environments.

By integrating these channels cohesively, the agency ensures every element works synergistically to drive awareness, engagement, and conversion across the customer journey.

Test and Learn Programs

Building perpetual improvement is key to achieving optimal performance across platforms and channels:

• Continuous Testing: Regular A/B testing of creatives, targeting strategies, and formats to identify high-performing elements, from social media content variations to programmatic audio versus display ads.
• Behavioral Economics Insights: Understanding why performance improvements occur by analyzing factors such as audience decision-making, emotional triggers, and cognitive biases.
• Cross-Channel Learning: Sharing insights from test outcomes across teams and platforms, enabling the replication of successful strategies in new environments while avoiding repeated pitfalls.

This iterative learning process not only improves performance on individual channels but also fosters smarter integration across the entire media ecosystem.

Team Collaboration

The true strength of unified campaigns lies in effective collaboration:

• Alignment: Cross-functional teams align on shared goals, ensuring creative and strategic harmony across disciplines.
• Efficiency: Smart workflows prioritize initiatives proven to work while leaving space for innovation and experimentation to drive continuous growth.
• Maximizing Potential: Teams bring together their expertise in creative execution, media planning, and data analytics, leveraging each other’s strengths for exponential results.

By working collectively and strategically, the agency can transform its SBUs into an interconnected powerhouse that delivers measurable success for its clients.

This approach not only unifies disciplines but also ensures that every campaign, platform, and channel contributes to impactful business outcomes for agency partners. 

Tentpole activity and always-on integration

Managing consistent performance-driven campaigns alongside flagship brand efforts requires a strategic balance of resources, focus, and collaboration. In the OPSM case study, performance campaigns were designed to run consistently, ensuring the business achieved measurable outcomes like in-store eye test bookings, while flagship brand efforts spotlighted creativity and storytelling to enhance OPSM’s brand positioning.

The key approach was integrating performance elements into every stage of the campaign while leveraging the flexibility of digital channels. For example, programmatic advertising and paid search were deployed as “always-on” channels, delivering consistent conversion-driven messaging that complemented the flagship campaigns. Data and analytics teams continuously monitored performance metrics such as ROAS and conversion rates, enabling optimization in real-time to ensure steady results.

Additionally, close collaboration between creative and performance teams ensured that flagship campaigns—such as the Cannes Lions-winning efforts—reinforced brand sentiment while tying back to the performance goals. For instance, high-impact creative elements featured in video and display ads were repurposed to drive both awareness and action, ensuring that every campaign contributed to the business’s overarching goals. This dual focus allowed OPSM to maintain ongoing measurable success without compromising its brand identity or creative ambition.