Toward a Viable Integrated Marketing Communications in Egypt

The concept of Integrated Marketing Communications (IMC) has received significant coverage in literature. However, there is a problem in translating this concept into reality due to the difficulties of coordinating all communication tools in one program. The advances in communication technology threatens advertising agencies working in the Egyptian market, as the future of communications tends to be specialized and the need for coordination between communication agencies became essential. Thus there is a need for a new organisational structure for agencies that reflects these changes, This paper proposes the viable system model (VSM) developed by Stafford Beer as such a structure. The VSM will help organisations discover and solve their problems to remain viable and successful in the future, It also provides a framework for better coordination between communication agencies to maintain successful IMC campaigns.