PULLING IT ALL TOGETHERThe Integrated Campaign

PULLING IT ALL TOGETHERThe Integrated Campaign

The bull’s-eye of the

advertising business.

The bull’s-eye of the

advertising business.

THREE QUESTIONSTHREE QUESTIONS

Why is it important?

What constitutes an integrated campaign?

How do we create one?

Why is it important?

What constitutes an integrated campaign?

How do we create one?

An integrated campaign extends a brand idea across multiple

media or forms of communication.

An integrated campaign extends a brand idea across multiple

media or forms of communication.

1985print/outdoor/TV/radio/direct

mail/PR/trade show tchotchkes

1985print/outdoor/TV/radio/direct

mail/PR/trade show tchotchkes

2010plus interactive and digital media, buzz marketing, ambient/guerilla events, viral, interactive TV, mobile apps, blogs, coffee cup sleeves, bar mats, magazine bellybands, banners, in-cinema, product placement, posters, CD cases, point of purchase displays, live events, every consumer touchpoint, company publications, annual reports, employee handbooks, etc.

2010plus interactive and digital media, buzz marketing, ambient/guerilla events, viral, interactive TV, mobile apps, blogs, coffee cup sleeves, bar mats, magazine bellybands, banners, in-cinema, product placement, posters, CD cases, point of purchase displays, live events, every consumer touchpoint, company publications, annual reports, employee handbooks, etc.

A small idea CAN’T POSSIBLY

ENERGIZE THIS ENORMOUS

MEDIA SPECTRUM.

A small idea CAN’T POSSIBLY

ENERGIZE THIS ENORMOUS

MEDIA SPECTRUM.

A BIG IDEAA BIG IDEATHAT’S BRANDED

THAT’S BRANDED

Before executing an integrated campaign,

you need a branded advertising idea.

Before executing an integrated campaign,

you need a branded advertising idea.

Branded advertising creates a strong association between an idea, symbol,

object, emotion, icon, attitude or perception and a

particular product or company.

Branded advertising creates a strong association between an idea, symbol,

object, emotion, icon, attitude or perception and a

particular product or company.

Successfully branded advertising uses BRAND

CUES to connect the advertiser to the message

Successfully branded advertising uses BRAND

CUES to connect the advertiser to the message

images and icons, logos, labels “created” characters spokespeople signature music, filmic styles,

voiceovers taglines, brand name, product colors attitude, point-of-view

images and icons, logos, labels “created” characters spokespeople signature music, filmic styles,

voiceovers taglines, brand name, product colors attitude, point-of-view

You might think branding the adv is the creative dept’s job, not

the strategist’s.

You might think branding the adv is the creative dept’s job, not

the strategist’s.

You’d be wrongYou’d be wrong

In many ways, the strategist provides the raw materials for the

branding of the advertising

In many ways, the strategist provides the raw materials for the

branding of the advertising

sifting through the brand’s history and iconography

establishing its point-of-view, its voice defining the world(s) it will live in Its signature images, settings, moments

sifting through the brand’s history and iconography

establishing its point-of-view, its voice defining the world(s) it will live in Its signature images, settings, moments

Creating an integrated advertising campaign is a team

sport.

Creating an integrated advertising campaign is a team

sport.

Acct mgt/planning curate strategic integration

Creative dept. curates creative integration

Acct mgt/planning curate strategic integration

Creative dept. curates creative integration

Half-a-Virgin ColaHalf-a-Virgin Cola

you’ve got a big idea you’ve created some branded advertising

based on it which media options do you employ in this

integrated campaign?

you’ve got a big idea you’ve created some branded advertising

based on it which media options do you employ in this

integrated campaign?

THINK LIKE A MERCHANT

THINK LIKE A MERCHANT

Merchants were the first advertisers.

Merchants were the first advertisers.

promoting their storefronts: sold hats, shoes, hardware…butchers, bakers, candlestick makers.

intensely local - their market was on foot and nearby.

created the first logos: dentist/tooth, blacksmith/horseshoe, bars/beer mug.

promoting their storefronts: sold hats, shoes, hardware…butchers, bakers, candlestick makers.

intensely local - their market was on foot and nearby.

created the first logos: dentist/tooth, blacksmith/horseshoe, bars/beer mug.

A “Merchant Mentality” is amind-set absolutely obsessed

with the customer.

A “Merchant Mentality” is amind-set absolutely obsessed

with the customer.

• wants and needs• aspirations• buying habits, the transaction• levels of satisfaction, loyalty

• wants and needs• aspirations• buying habits, the transaction• levels of satisfaction, loyalty

• Sam Walton• RH Macy• Tom Carvel• Howard Schultz, Starbucks• Steve Jobs, Apple

• Sam Walton• RH Macy• Tom Carvel• Howard Schultz, Starbucks• Steve Jobs, Apple

CONSIDER THE TRANSACTIONCONSIDER THE TRANSACTION

The who, where, when, and why of the actual sale

consider the product in use

The who, where, when, and why of the actual sale

consider the product in use