Optimizing Revenue Growth through Integrated Marketing Communication (IMC): A Case Study of a Creative Agency in Indonesia

Abstract

This study explores the implementation of Integrated Marketing Communication (IMC) strategies at Voice by MGD, a creative performance agency based in Bandung, Indonesia, with the objective of supporting revenue growth between 2022-2024. Using a qualitative approach, data were collected through in-depth interviews with seven internal stakeholders, including executives and strategists directly involved in sales, content, and marketing functions. The findings reveal that Voice by MGD experienced a significant increase in revenue and brand clients, particularly in the early years, driven by direct marketing, personal selling, and sales promotion. In 2023 and 2024, the agency expanded its IMC approach to include digital advertising, content marketing, out-of-home (OOH) media, public relations, and event marketing. Digital advertising emerged as the most effective channel for generating qualified leads, supported by structured content planning and improved cross-functional collaboration. However, the research also identified several challenges in executing a fully integrated IMC system. These include inconsistent internal communication, limited strategic manpower, and a lack of content that reflects the diversity approach to marketing allowed it to achieve steady growth, transition into more sustainable communication models, and build long-term client relationships. The company’s experience highlights the importance of aligning content, advertising, events, and sales into a coherent strategic framework in order to drive revenue growth in the creative service industry.