07 Dec 2007
| by Tim Lindsay, TBWA\UK and Ireland Group
Integration has been around forever, but depends on an organising principle and belief system....of ad people appear to think that they are
the first to stumble on the integration issue. And yet most ...
handled all their clients' marketing
communications, and a lot of their pack design and new product
development too. Dammit, they even planned and bought the media. But, like sex, the integration issue has ...
07 Dec 2007
| by Jules Robinson, Discovery Networks Europe
A rising demand for an integrated approach has led Discovery to realign its sales and execution...integrated
ideas and responding to market briefs. Likewise, acknowledging the demanding executional ...
to harness opportunities in this market and better
reach and engage with consumers in a world flooded with distractions and
multiple brand messages. Most agencies now recognise that an integrated approach - in which ...
07 Dec 2007
| by Jonathan Foster Kenny and Simon Baker, BusinessWeek
A truly integrated proposal has to be driven by a central theme running throughout a campaign....Isn't integration just the new way of saying multi-platform advertising
solution? Well, for us at BusinessWeek, integrated is more than just the
latest buzz word for sales - it's a way of doing business. Why ...
and our brand
accordingly. But we believe an integrated solution is fundamentally
different from a multi ...
07 Dec 2007
| by Gary Leih, Ogilvy Group UK
-
will help develop the strongest brands. I also think that 360 - or, if you want, true integration - is one ...
good agency, a shop that relishes and rises to challenges, should be
able to make engaging marketing ...
to see that
an integrated approach is no longer a matter of choice, but of
necessity. Sure ...
07 Dec 2007
| by Mark Chippendale, News Group Media
True integration is a rare and beautiful thing. All too often mistaken
for a multi ...
integration guides
people on a brand journey across platforms, rather than simply
delivering a common message ...
that integrated
communications should "permeate every planned and unplanned
communication at every contact point ...
07 Dec 2007
| by Lucy Jameson, DDB
How do we get the best from integration? Well, that may just be the
wrong question. Perhaps we should ask ourselves whether we should be
pursuing integration at all. All too often, integration ...
solution.
Integration lures us into superficial answers. Integration is
inward-focused and process ...
07 Dec 2007
| by Stuart Sullivan-Martin, Mediaedge:cia
Marketers and advertisers need to pay much closer attention to what the customer has to offer when...marketing budgets?" Many clients struggle with the challenge
posed by integration because they often exist ...
. While
marketers tend to concentrate on the "sell", customers are only half
listening. They're moving on ...
in technology and it's driving change in markets like never
before. Trends are being adopted earlier, adapted ...
07 Dec 2007
integration is having on the industry. Suzy Bashford listened in....marketing" and "TV" and "print" existed. It
was trundled around agencies and clients and everybody understood it.
Until, that was, "integration" reared its head. "In those days, the 'wheel' charts were very ...
across platforms is not integration." As Campaign's panel of experts gather for a discussion ...
07 Dec 2007
| by Liz Jones, CNBC Europe
When media owners attempted to lead an integrated campaign, this used to send agencies into battle..., in a rapidly fragmenting media market, this narrow
thinking is of no interest to advertisers. They want the simplest and most convenient way to reach the people. This
means an integrated communications ...
campaign involving everything from event
marketing to digital media should not be led by a media owner ...
07 Dec 2007
| by Richard Armstrong, Simeon DUckworth and Alan Wilson, Mindshare
At the end of the day, integrated communications is really only about
one thing - more effective ...
't believe in
integration? The fact that this is still the source of so much debate,
angst and confusion simply shows that integration is obviously far
harder to accomplish than perhaps we care to admit ...
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