Integration Flows
It's a BIG word
Campaign and Organisational
A common tension is the need for speed and predictability when hard working campaigns are being produced vs. the benefits that greater integration can bring. The latter often needs changes to be made at an organisational level which can add complexity. There is an effort to reward equation at play which the 2 gear approach can help master
Slice the concept up
The scope of meaning attached to the word 'integration' in a marketing context is huge - it's not uncommon for 2 parties to use it and mean something very different to one another. So a common way of dissecting the concept is needed. And once that's done we can start to see where integration does or does not flow well in our organisation
Bringing it all together
Using the concept of Integration Flows allows us to understand where we are weak or strong in terms of our integration efforts. The 4S lenses add the why - what is helping or hindering? And from there we can identify the measures that will make maximum impact. While campaign development follows best integration practice and keeps rolling
