Magazine article Marketing

Interconnected

Magazine article Marketing

Interconnected

Article excerpt

The democratisation and disintermediation of media has brought about a level of interconnectedness that can make the world seem a more perilous place for brands, which now need to side-step clay-footedness at every turn.

We used to call it 'integration', but, for a while now, this has no longer seemed to cover the breadth of the challenge. The world has moved on, and so have we.

In our newly named report, experts debate what this means for brands and agencies, how to tread nimbly and make the most of the power created by this never-more-interconnected world.

First, we've brought agencies together with marketers to interconnect over breakfast and debate. Our chosen brands: the analogue business Transport for London, the entirely digital Just Eat and the nexus that is LinkedIn.

Then we've burrowed into the marketing operations of companies with approaches to getting interconnected that would appear to reflect the three most popular ways of achieving it.

Katie Vanneck-Smith, News UK's chief marketing officer, is the self-styled 'headmistress' of Team News, a multidisciplinary unit geared to managing its integration, and of our feature, 'The headmistress, the centralist and the enabler,' (page 100). …

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