Getting it together: integration in practice

This short article introduces four Admap articles that discuss the problems and barriers facing Integrated Marketing Communication (IMC) practitioners.

getting it together

Integration in practice

Integrated communications. Medianeutrality. 360o. Total branding. The jargon proliferates, but the concept of integrated communications (IMC) has been around for at least 25 years, and a subject for academic analysis for more than ten.

In principle, the concept is obvious. If you have a variety of ways in which you can speak to your customers, and your customers have a variety of ways in which they might want to find out about you, it makes sense to ensure that wherever contact is made, broadly the same message about your brand is communicated.

The small...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands