IPA Integration Different models of integration Glyn Britton 21 May 2008

About me Not an typical advertising account planner… Industrial Design. British Airways. Interbrand. The Ingram Partnership. Albion.

Not an typical advertising account planner…

Industrial Design.

British Airways.

Interbrand.

The Ingram Partnership.

Albion.

About Albion 55 people. eBay, Skype, Innocent, Air New Zealand, BlackBerry… ‘ For entrepreneurial thinking’. “ Integrated”? Try to be ideas-led. A New Model Agency, without a new model!

55 people.

eBay, Skype, Innocent, Air New Zealand, BlackBerry…

‘ For entrepreneurial thinking’.

“ Integrated”?

Try to be ideas-led.

A New Model Agency, without a new model!

What I’ll cover Different integration models. Examples of how we’ve used each model. Choosing an integration model. How to ‘do’ integration.

Different integration models.

Examples of how we’ve used each model.

Choosing an integration model.

How to ‘do’ integration.

The models Visual integration Execution integration Communications idea integration Brand idea integration Brand purpose integration 40% extra free Transmedia integration Narrative integration.

Visual integration

Execution integration

Communications idea integration

Brand idea integration

Brand purpose integration

Transmedia integration

Narrative integration.

Visual integration AKA The no integration model Logo Logo Input: Visual identity basic elements Logo Logo Logo Output: Little cumulative effect Press ad TV ad Website DM PoS

BlackBerry

Execution integration AKA ‘matching luggage’ Logo Input: TV advertising idea Logo Output: Consistent message Press ad TV ad Website DM PoS Logo

Betfair

Communications idea integration AKA message or theme integration Run, little red fella Logo squareandfast.com Logo Output: Coherent message Press ad TV ad Website DM PoS Input: Communications idea

Hard-Fi

Brand idea integration AKA Strategic integration Output: Coherent brand experience Input: Brand idea Run, little red fella Logo squareandfast.com Logo Press ad TV ad Website DM PoS Contact centre Retail NPD PR Hello, my name is __________ The world goes crazy for the little red chap

eBay

Banners with a live feed, to show people what they’re missing

A first – a live feed widget on TV

A blog in a press ad

Website functionality in a TV spot Play Christmas ad

Play Christmas ad

Brand purpose integration infusion AKA Total brand communications Output: Involving brand world Input: Brand purpose “ Everyone just knows what to do” Hello, my name is __________ squareandfast.com Logo The world goes crazy for the little red chap Run, little red fella Logo

Skype

Transmedia planning “ In this model, there would be an evolving non-linear brand narrative. Different channels could be used to communicate different, self-contained elements of the brand narrative that build to create an larger brand world. Consumers then pull different parts of the story together themselves. The beauty of this is that it is designed to generate brand communities… as consumers come together to share elements of the narrative. It has a word of mouth driver built in.” From Talent Imitates, Genius Steals by Faris Yakob: http://farisyakob.typepad.com/blog/2006/10/transmedia_plan.html

“ In this model, there would be an evolving non-linear brand narrative.

Different channels could be used to communicate different, self-contained elements of the brand narrative that build to create an larger brand world. Consumers then pull different parts of the story together themselves.

The beauty of this is that it is designed to generate brand communities… as consumers come together to share elements of the narrative. It has a word of mouth driver built in.”

Skype Nomad

Narrative integration Freeing the world’s conversations Free calls Free video Mobile Skype Nomad Input: Multiple, threaded, narrative arcs that build towards the vision. Output: Coherent and dynamic brand experience across hundreds of ‘little’ activities

Everything Bad Is Good for You by Steven Johnson

Everything Bad Is Good for You by Steven Johnson

Other things that are going on Different models? Fallon’s ‘tease the TV ad on the web’ model. Goodby Silverstein / Crispin Porter’s ‘use TV to advertise the website’ model. ‘ Engagement planning’, which seems to have been reduced to ‘drive people to the website to complete the experience’. The debate about ‘media neutral’: Is it possible to be truly media neutral? Is it right to try and be truly media neutral? My advise? Be ‘media promiscuous’. Or ‘differently media positive’.

Different models?

Fallon’s ‘tease the TV ad on the web’ model.

Goodby Silverstein / Crispin Porter’s ‘use TV to advertise the website’ model.

‘ Engagement planning’, which seems to have been reduced to ‘drive people to the website to complete the experience’.

The debate about ‘media neutral’:

Is it possible to be truly media neutral?

Is it right to try and be truly media neutral?

My advise? Be ‘media promiscuous’. Or ‘differently media positive’.

Which model?

Which model to choose? Competitive environment: The simplest one that you can get away with in the market. Consumer needs: One that suits the target audience, and how they interact. Organisational vision: The one that client and agency together believe in. Organisation capability: The one that the client organisation can pull off.

Competitive environment:

The simplest one that you can get away with in the market.

Consumer needs:

One that suits the target audience, and how they interact.

Organisational vision:

The one that client and agency together believe in.

Organisation capability:

The one that the client organisation can pull off.

Doing integration

Resource, not cash

Diverse backgrounds, blurred roles

Open and collaborative

Doing, not talking about doing

Belief that you can do anything

Think digital. Invent stuff.

Continual hard work

Small egos

Planner as facilitator, not tortured genius

In summary Six basic models of integration: Visual integration Execution integration Communications idea integration Brand idea integration Brand purpose integration Brand narrative integration All are still valid, depending on the circumstance. The more integrated you want to be, the more resource, discipline and good-will you need. Being integrated is about practice more than theory. Just be open, collaborative, flexible – all of which require putting ego aside.

Six basic models of integration:

Visual integration

Execution integration

Communications idea integration

Brand idea integration

Brand purpose integration

Brand narrative integration

All are still valid, depending on the circumstance.

The more integrated you want to be, the more resource, discipline and good-will you need.

Being integrated is about practice more than theory. Just be open, collaborative, flexible – all of which require putting ego aside.

Thank you [email_address]