Real integration also means understanding which marketing communications discipline should lead a campaign - will ad agency egos allow that?
It's the people in the team who are key - having their own expertise, but enabling and relishing a real flow of ideas from one to another.
We know as a successful integrated agency that much depends on the mix of people. The benefits of a 'joined-up team' are then translated to clients who can see the value of not having to brief separate agencies and try hard to get them to work together.
Samantha Dawe, director, Think Tank.