Erik Ingvoldstad
Mar 2, 2015

Digital-centric is the new integration

Integration, in the traditional sense, just doesn’t work. It's time to embrace digital-centric integration with the consumer at the heart, writes Erik Ingvoldstad of Acoustic.

Erik Ingvoldstad

Integration has been the Holy Grail for agencies and clients alike for at least two decades now. It has been seen as the way to create a communication platform that allows all media channels to work together, and to help agency networks facilitate cooperation between their different specialist agencies especially digital. Unfortunately, this thinking is flawed from the start.

Integration, in the traditional sense, doesn’t work. Period. It is virtually impossible to get a...

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