Umbrella Marketing: A New Strategy for Progressive Companies

There’s a new buzzword in the ever-evolving world of marketing, and it’s changing to-market strategies across the country. Umbrella marketing, a cost-cutting strategy that integrates an outside agency into daily operations; streamlining marketing, advertising, brand strategy and design, is rapidly growing in popularity among companies that experience a similar set of challenges when staffing a full-service marketing department. These challenges include:


Some companies choose to stay lean to minimize labor costs and overhead. In marketing, this typically leads to subcontracting of services, oftentimes to separate individuals or agencies due to specialization in different areas. There are downfalls, however, to piecemeal marketing services. Issues that may arise include a lack of consistency in brand standards (colors, fonts, layout and tone), disconnected communication between agencies (designers and printers or web design and content writers), and extended turnaround times due to revision requests and lengthy email correspondence. Umbrella marketing eliminates the confusion of multiple subcontractors and enhances the efficiency of a connected team.

Umbrella marketing, pioneered by Ignite Brand Marketing, has become the solution for many of the challenges companies often face. With umbrella marketing:

  • Dedicated marketing teams assigned to clients based on background and experience
  • Vendor interaction, graphic design and strategy implementation is housed under one roof
  • Economies of scale and enhanced efficiency are often achieved through off-site services
  • Competitive advantage is increased given reduction in overhead, a consistent marketing message and strategic plan execution

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