Break down the walls

Douglas Quenqua

The 2008 ANA Integrated Marketing Survey suggests that marketers, while not displeased with their agency partners, see room for improvement.

Break down the walls

Douglas Quenqua

Ten years ago, Tony Telloni, a managing director and the New York market leader for WPP Group's Burson Marsteller, learned a valuable lesson about integration while working as part of a team to launch the new Volkswagen Beetle. The agency he worked for at the time had just presented its first ideas to a VW contingent from Detroit. The initial response from the head of marketing: “It's so totally wrong.”

“He gave this little speech about the brand essence of the car and what it meant,” Telloni recalls. “And then he paused, looked around...

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