Thursday, May 8, 2008

Rules of Intergration

We all know that integration of a brand's message across all outreach platforms make the message stronger and stickier. But is integrating only about extending a message/creative to other platforms?

In most cases, integration, while a common word in a marketer’s vocabulary, gets implemented as an afterthought. Only once the TV commercial or print ad is developed does the marketer start thinking about extending it on to an online banner or outdoor advertising.

Effective integration, however, happens when ideas are integrated at the core. And the execution is not just about extending creative and forcing it to fit different formats but building creative that works gracefully between multiple platforms. The idea is for not everything to say the same but to understand how the consumer consumes media and messaging and then leverage these platforms to build a story…

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