Managing integration: The route to integration
Libby ChildAprais UK
Clients need to lead and set a clear 'brand course' for communication integration, while agencies need to stop viewing the world through their own lens.
There is a widespread belief among marketers and their communications agencies that 'integrated communication' is more effective than its alternative. Although its definition is not agreed, the end goal of achieving integration is an accepted industry objective.
But getting there seems a challenge few have mastered consistently. In an attempt to ease this challenge, Aprais conducted a study that evaluated 2,500 working relationships, globally, over...