Planning is the best form of integration

Bruce Haines might well be correct in his view that Leo Burnett’s decision to move its Arc creative department onto the same floor as its above-the-line creative department makes it: “different to every other agency in town” (MW April 6). Whether it makes it more integrated is another matter entirely.

At Delaney Lund Knox Warren & Partners and Dialogue DLKW, we believe the question of integration is perhaps the main issue facing both ourselves and the wider ad industry at large. As a group collective we came to the conclusion that simply sticking the same creative across different media would not dramatically enhance our offering or make us more integrated in anything other than a cosmetic sense.

While there are many different solutions to the problem of integration, the one constant in an era of media fragmentation and advertising channel proliferation is the need for effective planning. After all, real integration involves finding the best solutions to a client’s objectives, not what disciplines are used. Only planning can determine this and for that reason both Dialogue DLKW and DLKW share the same planning department within the same building.

The modern advertising landscape demands that planning sits above all the various agency functions as the strategic umbrella from which all other departments take their lead. This takes integration to an altogether different level.

Paul Biggins

CEO

Dialogue DLKW

London WC2

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