Finweek English Edition - - Advertising & Marketing -

AD­VER­TIS­ING IN­TE­GRA­TION, by one name or an­other, has been around a long time. It’s al­ways seemed per­fectly log­i­cal that your ad­ver­tis­ing should use all avail­able touch points. If you run a TV cam­paign you carry through slo­gans, sym­bols, il­lus­tra­tions or themes into print, ra­dio, dig­i­tal, de­sign or any of the 15-or-so com­mu­ni­ca­tion chan­nels you may use.

Yet en­tries into awards for in­te­gra­tion seem uni­ver­sally to be mea­gre, whether it’s the Loeries or the Cannes Lions. At Cannes, the com­bined en­try for Ti­ta­nium (“Big Idea”) and In­te­grated Lions this year is a miserly 403 – out of al­most 23 000 en­tries in to­tal. There are three times as many en­tries for the pro­mo­tion cat­e­gory and six times as many cy­ber Lions en­tries. Even the new cat­e­gory of PR Lions at­tracted more en­tries at its first at­tempt.

Why is that? Is in­te­gra­tion a myth? I sus­pect in a way it is. Not that in­te­gra­tion is a bad thing – just that many ad­ver­tis­ing cam­paigns don’t lend them­selves to full 360-de­gree mar­ket­ing. Much of the time, I sug­gest, a sin­gle-chan­nel cam­paign will do the job.

The right thing to do is still to ex­plore all the chan­nels that might work, but some­times the right thing to do af­ter that is to limit your­self to a nar­row spec­trum of chan­nels. You test them all then per­haps use only one or two.

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