Understanding integrated media

Phil Gullen, global vice-president at Carat International, argues for mixed media campaigns. He discusses the increased efficiencies created by media interactions and produces five rules for media synergy that impinge on the creative solutions as much as imaginative use of the media chosen.

Understanding Integrated Media

Phil Gullen Carat

I imagine most readers can think of personal experiences that show interactions between media. I can remember from my early days in advertising hearing an ad for a new 'Double Choc' choc-ice on...