Andy Greenaway
Sep 12, 2014

Spikes Asia 2014: Break free of uniformity

Integration must mean more than simply putting matching pieces together.

Andy Greenway

Integrated used to be about “matching luggage”. But the world has changed. It’s not about taking a “key visual” and placing it everywhere. Those days are gone although I know a fair few clients that still live by this outmoded approach. 

If part of your integrated campaign is social, for example, you should be taking the sentiment of your idea and creating connection, involvement and participation. 

That means your...

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