Integrated channel planning: effective integration
Kate Cox MPG
New analysis of the IPA Databank of case studies in effectiveness reveals that it is the number of marketing channels and their usage, not their integration around a core advertising idea, that delivers hard business success
It is a truth universally acknowledged that integrated campaigns are more effective. Clients issue 'integrated' briefs to their roster agencies and expect a joint solution to be delivered. The advertising and marketing communities work hard to deliver integrated campaigns and have spent many years debating the best ways to do it, how to organise themselves...