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What is integration?

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

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What is integration?

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  1. Spots, ads, tweets, banners, POS, DM, event, PR…….. from London to Timbuktu: how to integrate media plans and build strong partnerships

  2. 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

  3. More important than ever… BRAND DIVERSIFICATION CHANGING RULES OF ENGAGEMENT CONSUMER BOMBARDMENT AGENCY PROLIFERATION

  4. Integration in Action

  5. Matching Luggage

  6. Platform

  7. Journey

  8. People engage with ideas not channels

  9. The power of an insight driven idea BRAND B BRAND A CHANNEL 2 CREATIVE IDEA INSIGHT CHANNEL 3 CHANNEL 1 CHANNEL 4

  10. How to do it

  11. Brief ALL agencies at once

  12. Put your consumer first

  13. 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?

  14. Agree a customer journey

  15. Keep it simple …… …… …… BY GET TO

  16. Define KPIs

  17. Leverage regional opportunities

  18. Engage local expertise early

  19. Define market archetypes HIGH AWARENESS BUILD COMPETITIVE ADVANTAGE DEFEND, GROW LOYALTY HIGH PREFERENCE LOW PREFERENCE RELAUNCH LEVERAGE ADVOCATES LOW AWARENESS

  20. Tailor your consumer journey

  21. Deploy Effectively

  22. Keep learning

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