Integrated marketing communications

Don Schultz, Emma Macdonald and Paul Baines
Northwestern University and Cranfield School of Management

Prof. Don Schultz, at Northwestern University, and Dr Emma Macdonald and Dr Paul Baines, at Cranfield School of Management, on maximising IMC potential.

In an era of unprecedented austerity in Western markets, with adspend dropping or maintaining parity in many countries, and continued strong adspend growth in developing countries, it is increasingly important that clients get the most out of their communications budgets. Many companies, however, spend too much on communications and too little on the associated insight necessary to communicate well.

Old Spice: a seminal integrated marketing comms outbound approach