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In light of changing consumer media diets and the rise of digital marketing, integration is more than just finding the perfect blend of communications.
CoppaFeel! seeks to raise awareness of breast cancer to young people, but it also ends up being a prime example of what effective integration is.
It is essential to define a set of integrated principles that stand the test of these changing times
Multi-platform channel campaigns provide agencies with a framework for genuine integration.
Integration is more than what you're saying or even how you're saying it - it's about asking 'why'. All brand activity should be dictated by this.
Delivering campaign integration for clients begins with ensuring that everyone is aligned, from the chief executive down to the retail staff.
Brands and agencies must learn to be humanly relevant if they want to connect to consumers.
The smart use of data is enabling optimised creative campaigns that will change the nature of the agency and client relationship.
Hubs of 'architects' and 'developers' provide the structure of the Brand Action(tm) philosophy.
For true integration, agencies and their brands need to put customers as well as employees at the centre of their business strategy.
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