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Six Degrees of Integration for Agency-Marketer Alignment

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Ask Greg Paull of global consultancy R3 about integrated marketing campaigns and he'll refer to a well-known scene from one of the early episodes of Mad Men. Don Draper presents the new campaign for Lucky Strike, and it's a success. One agency, one key client, and the whole team aligned around a single brief, single output and single results.

According to Paull, "This is clearly a work of fiction." But he adds, "It doesn't have to be."

(Please see our "Also See" section to the right for the full PDF of this article.)

Source

"Six Degrees of Integration for Agency-Marketer Alignment." The Internationalist. Number 73, 2015.

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