The Year Ahead for Ad Agency Integration
MCN chief innovations officer Tom Roychoudhury writes in Campaign magazine on the year ahead for integration as a model in the advertising and marketing industry Can integration in our business be reverse engineered? Once you define that what is crucial, absolutely, is the client’s brand, and what benefit you can provide to it from a advertising, marketing, media perspective, making a giant leap, and then taking steps back into realizing that leap may be an innovative, inventive approach to integration. Integration is not necessarily about a one-stop-solution story. Nor is it about a ‘total solution’ (that bad word from ‘Jargons-2012’ we save for technology salesfolks). We need to understand that this is about a holistic approach that offers beginning-to-end (no, not end-to end, that’s again tech) unifying strategy that is made manifest in well-glued expressions and experiences whether it be great creative, superbly crafted media planning, jaw-dropping media buys and equally vocal supp...