It is time that we realize that “integration” is not a keyword. It's simply the only strategy that makes sense. We cannot be building a wall on one side and digging out its foundation on the other side.

And the point you raise highlights the absurdity: how could you possibly apportion your budget among advertising, public relations, and marketing before you know what their strategies will be?

I've always been of the believe that it's all media, plain and simple, with different arms of that media reaching out to each of its individual components. After all, at the end of the day, whether you call it advertising, PR or marketing, we're all after the same thing – brand recognition.

This one-upmanship between these three industries grates me. Think how much stronger a promo push would be if you had one arm of a company working on all three mediums. Wouldn't the immediate connection between the three be better than each trying to out-do the other?

Maybe it's time for a new, one-fit term that encourages co-operation within our industries. And as a result, makes it easier for potential clients to make a choice, as opposed to budgeting how much advertising, PR or marketing budget they can afford.

And it's not as if that isn;t feasible with social media's involvement…

Thanks to your good self for an interesting and bang-on read, and to Jason for allowing you the voice.

http://is.gd/fQDB

John Sweeney also had an excellent article about Ogilvy today in Ad Age on August 4, 2008. This is the link, but a subscription is required, I think.

http://adage.com/cmostrategy/article?article_id…

Relationships are key today, as many, many blog posts will tell you.

But you have to know who I am in order to relate to me.