Creativity is key to integration

Our Web site address on the Internet is: http://www.marketing-week.co.uk/mw000Letter of the month prize. Every month the editor will award this de luxe fountain pen to the writer of the best letter. The chrome and 22ct gold pen, made by AT Cro

Paul Snudden hits the nail on the head in your Joint Account feature (MW March 8) when he talks about the first step of integration being “to generate one core creative concept, rather than decide where it will appear”.

Too often in the past, campaigns have been hailed as “integrated” when in fact they have been little more than a “coordinated” set of creative solutions in response to the requirements of the strategy.

For campaigns to be integrated, the creative process itself must be integrated, ie it must determine the correct communication routes and the vehicles for achieving marketing objectives.

When clients have huge budgets, the distinction between integrated and coordinated campaigns is perhaps not so evident because the size of the spend ensures a high level of visibility anyway.

But for the majority of marketers, the challenge is to get maximum value out of more limited resources.

Only when integrated solutions evolve from a central creative concept can marketers be sure of generating momentum and achieving effectiveness of expenditure.

Paul Barrett

Managing director

The Idea Works

Bath

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here