Published by Warc in association with the Institute of Practitioners in Advertising (IPA), this report is the sequel to the IPA's best selling 'Marketing in the Era of Accountability'. It is a practical guide to integration today, analysing the different methods of structuring and organising marketing communications, and exploring the strengths and weaknesses of each approach against specific business objectives, market sectors and budget sizes.
This report is an in-depth analysis of over 250 case studies entered for the past seven years' IPA Effectiveness Awards, focusing specifically on the media and creative approaches to integration which brands have taken – and crucially how these have translated into real business results.
Now available in print, PDF and Ebook formats.
Buy 5 copies of the print version for the price of 4.
Published June 2011 by Warc in association with the Institute of Practitioners in Advertising.