Spots, ads, tweets, banners, POS, DM, event, PR…….. from London to Timbuktu: how to

integrate media plans and build strong partnerships

What is integration?Maximising impact through synergistic deployment of messages across touchpoints

Navigating consumers on a journey across touchpoints

Taking content generated in one channel and using it in another

Cross agency disciplines working seamlessly together

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3

More important than ever…

BRAND DIVERSIFICATION CHANGING RULES OF ENGAGEMENT

CONSUMER BOMBARDMENT AGENCY PROLIFERATION

Integration in Action

4

Matching Luggage

Platform

Journey

People engage

with ideas not

channels

The power of an insight driven idea

BRAND A BRAND B

CREATIVE IDEA INSIGHTCHANNEL 1

CHANNEL 2

CHANNEL 3

CHANNEL 4

How to do it

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Brief ALL agencies at once

Put your consumer first

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Start channel neutral

What is the business issue?

What behavioural / attitudinal change is required?

What barriers need to be overcome?

How can communications address these barriers?

Agree a customer journey

GET TO BY…… …… ……

Keep it simple

Define KPIs

Leverage regional opportunities

Engage local expertise early

Define market archetypes

HIGH AWARENESS

LOW AWARENESS

HIGH PREFERENCE

LOW PREFERENCE

DEFEND, GROW LOYALTY

LEVERAGE ADVOCATES

BUILD COMPETITIVE

ADVANTAGE

RELAUNCH

Tailor your consumer journey

INDIFFERENCE FAMILIARITY CONSIDERATION TRIAL PURCHASE

Deploy Effectively

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