On Synergy

Synergy, the interaction or cooperation of two or more organizations, substances, or other agents to produce a combined effect greater than the sum of their separate effects.

Public Relations should be all about synergy. Not just synergy between the agencies and clients, but between any and all interested stakeholders.

It’s easier when it isn’t though. It’s easy to focus narrowly on your client, to fight for column inches, and jealously guard all promotional activities and events.

This approach may garner some responses, may raise interest and credibility, may please your client, and will probably fulfill your contractual obligations to them. Is that where you stop?

Not here at Vivid. We’re not interested in ‘pleased’ clients; we want ‘ecstatic’ clients. We don’t fulfill obligations; we exceed them. Sure, in part this is due to our attention to detail, our refusal to settle for ‘second-best’ for our clients, and the passion we have for the projects we take on.

We’ll not only think of ‘going the extra mile,’ we’ll think of bigger and brighter destinations you can reach on the same tank of petrol. That’s why our client’s keep coming back for new journeys.


We know that even in a commercial world, looking for partners is important. Disagree? Take a look at the (product)RED partnership: over ten global brands, each with huge influence in their own markets, come together in joint campaigns targeted at eradicating poverty and combating aids in Africa. They aren’t scared of cooperating with other organisations towards a common aim. Everyone benefits – from CEOs to consumers, from the impoverished to the wealthy.

Our client, Keebra.com, is organising a series of festive events to benefit the homeless charity, Crisis. Keebra.com is also donating 2000 books to this very worthy cause, books that will be distributed to Crisis’ homeless clients over the festive period. By gaining brand recognition in the UK, Keebra.com will be able to help Crisis with its festive fundraising.

Whether the partner organisation is a different brand in a different market, a charitable cause, or an influential individual, both have more to gain together than alone. Picking the correct partnerships and spotting the gainful opportunities is the key to real synergy. That’s where we come in.

Beware of any communications agency too interested in following your marketing plan to the T. Your agency should exceed your aims by having ideas that you didn’t, and finding new ways to approach the conversions you seek. After all, that’s why you bring on an agency, instead of doing it yourself.

Call us and take your first step towards mutually beneficial outcomes. Let’s see where our synergy takes you.

Adam James Morecroft
A Junior Associate at Vivid London, Adam James Morecroft is a graduate of King's College European Studies programme. A childhood spent on the continent has fostered his keen linguistic skills, which he makes full use of in his role as junior PR and social media marketer.


5 Responses to “On Synergy”

  1. December 11, 2009 at 12:50 pm

    The blog: On Synergy, is not only innovative and exciting, it also absolutely works! As a small business owner, I have experienced a partnership and synergy with my otherwise would-be competitors. Let me explain, I offer services for a specific population. The clearest defining factor in that population is age. There are services out there which target the same age group. Whilst these services might not be entirely the same as mine, they have the potential to draw clients away from my business as do I theirs. Nonetheless, as the blog points out, going the extra mile keeps your client coming back for more. So, after taking similar advice from someone at VL, I decided to approach my competitors and see if we could combine our marketing and scheduling strategies so that together we would cover a wider audience. Moreover, I worked with my would-be competitors so that our program schedules complimented one another rather than conflicted meant that we offered our services at times which did not prevent potential clients from attending all programs. I can wholeheartedly say that this approach does work as my revenue has increased by 25% since I began to use the synergetic course of action!

  2. December 11, 2009 at 12:52 pm

    That’s great to hear, Emma! If you need anymore help or advice with your marketing and communications, you know where to call!

  3. December 13, 2009 at 1:16 am

    Awesome, I didn’t know about this topic till now. Thankz!!

  4. December 15, 2009 at 12:49 pm

    I really love you how bring up cooperation and the positive effect of it.

    I see it in my line of work (front line consulting) many times. A retailing company will work with a marketing company, an incentive company, an HR recruiting company, etc. etc. All of which want to have the biggest piece of the retail company pie.

    Using your approach these companies would work together, going that “extra mile” (and of course bigger and brighter destinations!) and help the retail company grow and improve, ultimately making the pie bigger for all parties involved.

    Good to see that Vivid is a synergistic thinker and perhaps there is an opportunity to work together in the future.

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