Paid, owned and earned media: Integration's Holy Grail
Alistair Green Mindshare
Getting paid, owned and earned media to work in tandem, enhancing the effect of each, is the ultimate goal, but it requires a fully integrated marketing structure
I got my first job in advertising because of integration – not that I completely understood what it meant at the time. When asked at the job interview what a renowned denim client should do to lure back its lost youth audience, I drew breath and suggested they needed to do a bit more than a cracking TV ad. All the...