If you want to know whether or not your brand marketing is truly integrated, ask your self one question: “Do you have more than one planning team?”
If you have discreet planners in multiple agencies, at best they are channel planners, not consumer planners. And you are not truly integrated.
Frankly, if you have specialized creative teams, you’re probably not that integrated either.
Sadly, that also doesn’t make you very unique.
By Dennis Ryan, CCO, Element 79
