MARKETING · CONSULTANCY
One clear direction for all your marketing
A senior director who looks across every channel you use, in-house and external, and decides with you where the money and effort should go.
Many channels, no one steering
As businesses grow, marketing spreads out. One agency runs search, a freelancer handles social, someone in-house writes the newsletter, the website was built by another supplier, and the sales team runs its own events. Each part may be competent. Nobody is looking at the whole.
Our 360° marketing consultancy fills that gap. Your named director reviews every channel against your business goals, sets priorities and the budget split, writes the briefs your team and suppliers work to, and holds a regular review where results are compared on the same basis.
We are not trying to take every channel in-house to Polignac. If your current suppliers do good work, our job is to direct and support them. If something is not working, we say so with evidence.
What’s included
360° review
An assessment of every channel, supplier and budget line, including brand, website, search, social, email, PR and events, against your commercial goals.
Marketing plan
A written plan covering audiences, messages, channel priorities, budget split and the measures that matter, revisited each quarter.
Briefs and supplier direction
Clear briefs for in-house staff and external agencies, and a single standard for how each reports results.
Budget allocation
A recommended split across channels, with the reasoning, and a process for moving money as results come in.
Regular review
A monthly or quarterly session with your leadership, comparing channels side by side and agreeing what changes next.
AI AT WORK
Where AI does the work
AI DOES
- Collects reports from your different channels and suppliers and puts them into one comparable format
- Analyses competitors’ public messaging, search visibility and advertising to show where you stand
- Drafts briefs and review papers from agreed decisions, for your director to finalise
YOUR SPECIALIST DECIDES
- Your director sets the priorities and the budget split with you, and is accountable for the advice
- Judgements about brand, positioning and supplier performance are made by people with experience
- Your leadership team keeps the final decision on every plan and budget
How we work
- 01ReviewWe meet your leadership, sales team and suppliers, gather the data from every channel and agree the mandate.
- 02PlanWe present the 360° findings and a written marketing plan with priorities, budget split and measures.
- 03DirectWe brief your team and suppliers, align their reporting and support them as the plan is put into action.
- 04Review and adjustAt each agreed review we compare channels on the same basis and decide what to keep, change or stop.
HOW WE MEASURE
How we measure it
Consultancy is measured against your business goals, not against channel metrics. We agree a small set of commercial measures at the start and track every channel’s contribution to them.
- Revenue or qualified leads against plan
- Blended cost of acquiring a customer across all channels
- Budget share against the agreed split
- Actions agreed at each review and completed by the next
Is this right for you?
- You use several marketing channels or suppliers and nobody directs them as a whole
- Your leadership wants independent advice on where marketing money should go
- You have an in-house team that needs senior direction rather than another pair of hands
- You are preparing for growth, a new market or a launch and want one plan
An indication, not a quote.
Questions we are asked
What does 360° marketing consultancy mean?
It means looking at all of your marketing at once: brand, website, search, advertising, social media, email, PR, events and sales support. Instead of judging each channel in isolation, we compare them against the same business goals, decide priorities and the budget split, and direct the people and suppliers doing the work, whether they are in-house or external.
Do you replace our existing agencies?
Not by default. Our role is to set direction and hold everyone to the same standard. If an existing supplier is doing good work, we brief and support them. If a channel is underperforming, we show the evidence and discuss options, which may include changes in supplier. Any recommendation to move work to Polignac is declared openly.
How involved will our team need to be?
Your leadership attends the reviews and makes the final decisions. Someone on your side, often a marketing manager or managing director, acts as the day-to-day contact. We need access to your channel data and to your suppliers. The time commitment depends on how many channels you run and is agreed in the mandate.
How is consultancy different from performance tracking?
Performance tracking makes sure campaigns and channels are measured accurately. Consultancy uses those measurements, along with market knowledge and your commercial goals, to decide what to do. Good consultancy depends on reliable data, so if your tracking has gaps we will tell you and may recommend fixing them first.