Rajat Sethi
May 29, 2014

Integration within ad agencies: Fact or fiction?

More often than not, 'integration' is a promise unfulfilled. How can we live up to it?

How easily we promise integration’ to our clients and how often words like synergy’ and seamless coordination’ are used in our new biz pitches.

For me, there is often a hollow ring to these words, and I fear clients will feel we are perpetuating a myth if we do not soon live up to our promise of integration.

The issue is not simple and we cannot just integrate’ one fine day just...

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