Overcoming the integrated challenge
Marketing integration is tough, in large part because of systemic issues. Many brands silo their internal teams and use disparate agencies to support efforts in different media platforms. Further, media are largely purchased piecemeal -- platform by platform -- according to various pricing models. Finally, media effectiveness is measured by a range of metrics, depending upon which platform is being evaluated.
We all know that integration is a great idea. It can yield enormous dividends if a brand succeeds. Fortunately, there appear to be as many ways to achieve integration as there are brands doing it.
Here are four brands embracing the integrated challenge -- succeeding in their own ways and on their terms.