Ruth. In case you are wonder what is Ruth, it is the name of Edelman's new branch. They do "integrated marketing." It will be interesting where this goes and how other firms respond.
In Ad Age, an Edelman representative had the following to say:
"People have talked about integration for the 30 years I have been in the business, and some have said that it's just not possible, but I don't agree with that," Mr. McGuire said. "It's not easy, and you need a resonant idea that can be interpreted across the media mix while moving people to action. But it also has to be cost efficient, and that's part of what's driving marketers to consolidate resources.
This is a must watch because it can help answer a lot of questions about integration that many have asked but few have had a chance to observe.
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