From the viewpoint of relationship management, this research tried to figure out the operation of integrated marketing communication (IMC) and the linkage between organizational internal factor; external partnership and technology application. Top 200 advertising accounts are chosen as the sample of the study. Three major findings are concluded from empirical analysis. Relationship management does influence IMC's operation and performance. In addition, the effect of IMC takes long time to practice. Companies thus should consider agent's organizational culture to see whether it is compatible with company's own culture. Moreover, firms should not feel content of its famous brand image or creative marketing acts. They need to keep delivering a consistent image and information to customers.