What do you get when you have a collection of small to midsize marketing companies located across the country, each allowed to follow their passions, specializing in everything from pharmaceuticals to Latino marketing to interactive to promotional to… well, basically any angle one can take toward marketing a product? You get regular opportunities for an integrated approach to media and marketing.

Working with clients like Heineken, Campbell’s Soup, Gevalia and MeadWestvaco (the makers of just about any binder you or your kids have taken to school), Ryan Partnership has made interesting creative run across coordinated media platforms -- both on and offline -- their bailiwick.

For Mead, they created both a cable and an online strategy that took advantage of the "brand response" feature of interactive. They created everything from a MySpace presence to Bolt.com home page takeovers that were consistent with the brand as featured offline, while retaining the unique characteristics of online.

Media integrated for Mead: cable and online