IVE Group, Australia’s largest diversified marketing company, has launched a new campaign that aims to tackle the disconnect between marketing strategy and execution.
The new ‘Built to Connect’ campaign brings to life IVE’s connected approach to marketing – one that “unites strategy, content, production and delivery to help brands move with greater speed, clarity and impact”.
The campaign is anchored by a new brand film, created by IVE’s in-house creative agency, Elastic, and supported by an eight-week thought leadership series exploring the evolving demands of modern marketing.
According to IVE, the initiative is designed to address a growing challenge faced by many organisations – how to align brand strategy with seamless, scalable execution.
“We know that many brands work with a mix of partners across strategy, creative and delivery, and in a fast-moving environment, that can, at times, make coordination and consistency a real challenge,” said Matt Aitken, managing director of IVE Group.
“We’re starting to see a growing appetite for more connected ways of working. When everything’s aligned and managed locally, it not only creates efficiencies, but it also gives teams the confidence that their campaigns will land with clarity, relevance and impact – which in today’s market is more important than ever.”
The campaign explores key challenges faced by marketers including the limitations of traditional omnichannel marketing, the need for connected systems, and the shift from being reactive to proactive in an increasingly complex environment.
IVE’s system-led approach is backed by a national footprint of in-house capability across strategic planning, creative, data, production, activations and logistics, all designed to help clients accelerate delivery and drive measurable outcomes.
According to IVE, the campaign’s launch signals its continued investment in building a smarter, more connected model for modern marketing.