Integration is not a task. It’s a result.

Integration is something that happens when your advertising idea effortlessly seeps into all media channels and platforms because the idea itself has power and energy and interest.

It’s not a process.  It’s not a task.  It’s not checking boxes.  It’s a desired result.  It’s something you hope and pray for.

That you’ll have ideas that have actual power and that resonate and are deemed worth actual consideration by real people in real life.

Ideas that effortlessly integrate into everything a brand does.  And that get a discernible reaction from the target audience.

Everything else merely shows up and gets ignored because it’s just not interesting enough to merit attention.

And that’s 95% of advertising. 

Where the only place the idea was ever really integrated was on the PowerPoint presentation it was presented on. 

 

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