Out with the old research, in with the new

Claire Spencer, i to i research with
Paul Baines, Cranfield School of Management

Integrated media measurement requires new research methods attuned to the theatre of modern brand communication.

What do De Beers, Johnny Walker and Honda have in common? They are all brands bearing the name of their founding father, of course. But the similarity goes further: all three brands have marketing campaigns that follow a new mould of communication.

Dubbed the 'orchestration' model, it represents a new way of constructing and integrating messages across channels whereby the communication dances to the same brand tune but can play out differently across media.

This contrasts with the more traditional 'matching luggage' model where integration across media channels is advertising and visually led and the consumer journeys across numerous media to experience the full message from different touchpoints.