Spots, ads, tweets, banners, POS, DM, event, PR…….. from London to Timbuktu: how to integrate media plans and build strong partnerships
What is integration? • Maximising impact through synergistic deployment of messages across touchpoints • Navigating consumers on a journey across touchpoints • Taking content generated in one channel and using it in another • Cross agency disciplines working seamlessly together
More important than ever… BRAND DIVERSIFICATION CHANGING RULES OF ENGAGEMENT CONSUMER BOMBARDMENT AGENCY PROLIFERATION
The power of an insight driven idea BRAND B BRAND A CHANNEL 2 CREATIVE IDEA INSIGHT CHANNEL 3 CHANNEL 1 CHANNEL 4
Start channel neutral What is the business issue? What behavioural / attitudinal change is required? What barriers need to be overcome? How can communications address these barriers?
Keep it simple …… …… …… BY GET TO
Define market archetypes HIGH AWARENESS BUILD COMPETITIVE ADVANTAGE DEFEND, GROW LOYALTY HIGH PREFERENCE LOW PREFERENCE RELAUNCH LEVERAGE ADVOCATES LOW AWARENESS