Integrated digital planning needs a new structure for client service

Mike Wade

Integrated communications. Just sitting on the page, it has the ring of a slogan – a mantra to chant, rather than actually apply. And for years, that's pretty much what many of us did.

If we remembered to think about digital at all, it was perhaps a reference towards the end of the brief. Then we had to remember to involve the digital guys in the meetings once the 'big idea' had developed. The best practitioners got the digital guys involved at the outset, even creatively linking digital and non-digital media. Ultimately, a single agency might handle strategy and creation for both traditional and digital media You couldn't get much more integrated than that.