Integrated communications: One size doesn't fit all

Based on a new IPA report, this article describes a range of models exploring how advertisers have coped with the notion of integrated communication strategies.

Integrated communications: One size doesn't fit all

Kate Cox, Denise Turner, John Crowther and Tracy HubbardMPG Media Contacts, Creston Unlimited and MetrixLab

A recent global report by Aprais*, the marketing relationship management company, highlighted the critical importance that marketing professionals now place on delivering integrated solutions, and their increasing frustration with their agency partners, who they perceive as failing to lead the complex process of delivering solutions across channels. This leadership role falls to the marketing team, as it is viewed as ‘too important to leave to the rhetoric of agencies’.

The Aprais analysis also investigates the...

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