Proof Strategies is formalizing its pivot toward a more integrated, team-based workflow with the creation of an internal group it’s calling Unified Marketing and Communications (UMC).

The UMC will combine Proof’s traditional expertise in PR and communications with its growing strategy, creative, digital and paid capabilities, says Andrew Kinnear, SVP and head of strategy with the agency. The group was devised by Kinnear and Kelly Olive, who is VP of the UMC group.

“A lot of this came about because of our expansion into new services and capabilities outside of what would traditionally be known as PR and communications,” he explains. “As we started bringing in these new capabilities, a greater need arose in terms of unifying them to deliver the best impact for our clients.”

Through UMC, the agency has built bespoke teams to work with its clients in a complimentary way, enhancing their own internal and partners’ capabilities. The strategy has already been used in work with the Canadian Red Cross, Next Generation Manufacturing, and other clients.”

Though the integrated agency approach is not uncommon in the industry – agencies have been pursuing it for years – Kinnear says “we continue to hear that the process is still… siloed; we think of UMC as the outcome of effective integration.”

Proof serves more than 80 clients, including Accord (Fairmont), Campbell’s, ParticipACTION, Loblaws, Shoppers Drug Mart, Audible, Kraft Heinz, Home Depot and Visa.