Agency: Bartle Bogle Hegarty | Authors: Will Nicholls and Gwen Raillard |
Lynx Pulse
Proving the value of integration
INTRODUCTION
For the last two years, one topic has dominated the UK advertising industry. Call it media-neutral thinking, joined-up communications solutions or engagement planning, the subject of integrated communications has never been far from the headlines.
Integrated, multi-channel communication has been hailed as the solution to reaching increasingly time-poor and attention-short consumers with an increasing willingness to opt out of conventional advertising. However, the superior effect of this approach has never been quantified.
In this study we will demonstrate that integrated...