In the late 1990s and early 2000s, integration was all the rage. Integration sought to weave marketing actions together regardless of discipline to achieve a common goal. It assumed that customers receive brand communications through a variety of media and voices.
Marketing, advertising, public relations, direct marketing, Web, and email all worked hard to find homes under one roof to succeed together harmoniously. Figuring out how to add a web address into an ad, direct mail, or news release became a primary discussion point between departments.
We watched companies such as Dell and WPP Group1 form one marketing agency that worked only on Dell products. They consolidated 800 agencies to regain market share from Hewlett-Packard ...
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