Integrated projects
Integrated projects: strategy, communication, experience and technology
The format for when the problem crosses more than one territory. Four fronts working on the same result, with a single project owner, a single schedule and a single conversation with you.
The landscape
The decision happens before you walk into the room
The B2B Buyer Experience 2025 report, by 6sense, with around 4,000 responses on purchases above US$ 25,000, found the most uncomfortable number in the market: in 95% of cases, the winning vendor was already on the buyer's initial list on day one. And 68% of buyers already knew someone from the winning vendor's sales team personally.
The same study shows the buyer completes 61% of the journey before talking to any vendor. By the time the formal process starts, most of the decision has been made, on familiarity and on relationship.
That dismantles a common idea: that the job of communication is to convince at proposal time. It is not. It is to be present, coherent and credible long before, across touchpoints almost nobody coordinates with each other.
Of the time, the winning vendor was already on the buyer's initial list on day one of the process.
6sense, B2B Buyer Experience Report 2025Of buyers already knew someone from the sales team of the vendor that won the pitch, personally.
6sense, B2B Buyer Experience Report 2025Gap between what people expect from companies in making trust easier (71%) and how companies are perceived to perform (41%), in the Brazil sample.
Edelman, 2026 Trust Barometer, Brazil reportPosition
The cost of fragmenting shows up in the whole, never in the single piece
When campaign, event, website and content are produced by different suppliers, nobody owns coherence. Each piece is correct on its own and the whole builds nothing. The buyer does not sort your work by supplier: they find it all together and form a single impression.
The trust gap Edelman measured in Brazil, 30 points between expectation and perceived performance, is the narrowest gap among the institutions assessed, alongside the gap for one's own employer. That says something direct: proximity reduces distrust. And coherence is proximity at scale, because it is what makes a company feel like the same person everywhere it shows up.
An integrated project is not selling four services at once. It is putting an owner on coherence, one schedule instead of four, and one report instead of one per supplier. When that is not necessary, we say so, and you hire only the territory that solves the problem.
This is what we mean by Living Intelligence (living intelligence): intelligence that does not stop at the diagnosis and organizes itself to become something built.
Living Intelligence
The method
How an integrated project is born here
Four movements, applied to the whole rather than to each piece in isolation.
Understand
A diagnosis of what exists today, of where the message contradicts itself and of what your buyer finds when they look you up alone.
Organize
Brand platform, priority across fronts, one schedule and governance: who decides what, by when, against which criteria. The order across fronts is not logistics: memory is built by coherent repetition in different places, and that is what decides what goes first. It is the neuroscience layer of the plan.
Build
Campaign, event, digital and content produced under the same direction, with reuse planned across the fronts.
Win
Integrated measurement, joint reading and course correction. One dashboard, showing the effect of the whole rather than a stack of reports.
Deliverables
What we deliver
- Communication diagnosis and strategy
- Brand platform applied to every touchpoint
- Campaign, events, digital and content under a single schedule
- Governance: who decides what, by when, against which criteria
- Integrated measurement, not one report per supplier
Who it is for. And who it is not for.
It is for you if your brand shows up in many places and looks like itself in none of them. If you spend more time aligning suppliers than deciding what to do.
It is not for you if your problem is specific and well defined. In that case hire one territory, spend less and solve it. Selling an integrated project to someone who needs a campaign is making the obvious expensive.
Sectors
Where the integrated format tends to show up
The integrated format comes from the size of the problem, not from the industry. These are the scenarios where it shows up most often, starting with the two this house has covered longest.
Health and pharma
A product launch with a medical campaign, a symposium, sales force material and a restricted area on the website, all under RDC 96/2008, issued by Anvisa, and the same approval calendar. It is the classic scenario where fragmentation gets expensive: four suppliers producing four versions of the same claim, with four different readings of the regulation. And because the rule separates scientific, corporate and promotional content, that separation has to hold identically at the congress, on the site and in the rep's hand.
Agribusiness
Agribusiness is one of the largest sectors of the Brazilian economy, and its calendar is set by the harvest. Campaign, trade fair, technical content and dealer relationship all have to go live in the same window, speaking the same language to the farmer, the agronomist and the channel. Missing the window does not delay the result. It pushes it to the next cycle, and in agribusiness that means a year.
B2B companies
Repositioning, entering a new category and long competitive pitches. Here the integrated project answers directly to what the data shows: the decision forms before the formal process, across touchpoints that have to tell the same story.
Internal culture and transformation
Strategy shifts, merging departments and culture programs. Internal audiences spot incoherence before any customer does, because they live with the practice every day. Internal communication out of step with external communication becomes distrust at both ends.
The list could be longer. The test is simple: when the same story has to survive four different touchpoints, the integrated format pays for itself.
Frequently asked questions
Is an integrated project more expensive?
On the contract, usually yes. In total, usually cheaper, because the rework of aligning suppliers and the duplicated production between them disappear. It depends on the case, and we show you the maths beforehand.
Do I have to fire my other agencies?
No. On many projects Laeta takes on coherence and the schedule, and the agencies that already work well carry on. What does not work is having two owners of the strategy.
Who is my point of contact?
One person. Not a committee, not a ticketing queue. An integrated project with fragmented account management is the same fragmentation under another name.
How does it start?
With a diagnosis. We map what exists today, where the message contradicts itself and what your buyer finds when they look you up alone. That map has value even if the project goes no further.
Are you specialists in a particular sector?
Health and agribusiness are where the house has the most mileage, and that shortens the diagnosis: we know the regulatory approval calendar on one side and the harvest calendar on the other. But specialization here is about the kind of decision, not the sector. If your purchase is long, technical and collective, the integrated format answers the same way.
How long does an integrated project last?
Longer than a campaign and shorter than a marriage. Coherence is accumulation, so the format needs a horizon of months and periodic review. Scope and duration come out of the diagnosis, and the exit is agreed from the start.
Do you work with the client's internal team?
Yes, and we prefer it. The internal team knows things no agency discovers in three months. Our job is to organize and build, not to replace people who already know the house.
How do you report results with so many fronts at once?
With one dashboard, agreed before we start, that reads the effect of the whole. Reporting front by front hides what matters: campaign and event can both look fine while the overall impression does not move.
Updated on August 20, 2026.
If the problem does not fit in a box, start here.
Describe the mess. We hand back a map.
Rather talk now?
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