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.