Point of view: Escape the 'swim lane'

Jackson Collins

Effective integrated campaigns require an inspiring brief and proper collaboration between clients and agency partners, with planners core to investigating how to make the best use of each touchpoint.

Point of view: Escape the 'swim lane'

Jackson CollinsGrey New York

Few would disagree with the principle of integrated communications. Brands want to ensure that every action they take contributes to a coherent impression that will engage people. It seems straightforward, but it is extremely difficult to achieve.

The challenges to implementing a successful integrated communications strategy can be upstream or downstream. Upstream there is the temptation to try to force fit the same executional idea across every touchpoint. But each touchpoint has its own characteristics and the creative device that works so well on TV may not work...

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