Integrated channel planning: effective integration

Kate Cox
MPG

New analysis of the IPA Databank of case studies in effectiveness reveals that it is the number of marketing channels and their usage, not their integration around a core advertising idea, that delivers hard business success

It is a truth universally acknowledged that integrated campaigns are more effective. Clients issue 'integrated' briefs to their roster agencies and expect a joint solution to be delivered. The advertising and marketing communities work hard to deliver integrated campaigns and have spent many years debating the best ways to do it, how to organise themselves to deliver better 'integration' and the most profitable ways to be remunerated.This is because clients and agencies – together – believe that working in a collaborative way to deliver an integrated solution is far more powerful than the sum of the parts.