How one agency re-organised to walk the new IMC talk
Tom Duncan and Sandra Moriarty
Major agencies seem finally to be recognising the value of integrating marketing communications, if recent comments by O&M's CEO Shelly Lazarus are representative of ad industry thinking (1). She said that 'we'll need to redefine advertising' and that media needs 'to go back to its original home' (sic). She also said the value of having marketing communication disciplines coming together is even more apparent now.
The fact this industry leader's insight and new direction is front-page news in a leading advertising...