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WHAT DEFINES INTEGRATION?

“Integration” itself has many meanings, and we were sure not to restrict ourselves to a single one.

It’s both the ability to bring together resources within a marketer as much as it is within multiple and single agencies. To determine the “most integrated” campaigns, we did not consider only those involving a wide range of agencies. A good integrated marketing campaign can also be with Marketing, Sales and various e-commerce solutions are well deployed for a seamless solution. Likewise, for Colgate and other firms, they rely on a single source agency model to develop a complete solution. The work that comes out of Dentsu in Japan, for example, is highly integrated , but is rarely touched by any other agency.

All that said, the reality of twenty first century integration is one that usually involves multiple disciplined teams working together – on a single idea and approach. There is no ‘silver bullet’ to having multiple agencies aligned and working together , but as we will show over the coming pages, it takes a lot of patience, diplomacy and the right motivation.

THE PROCESS

In determining 40 of the best integrated approaches of the last year, we undertook a Call for Entries – reaching out to more than 50 of the world’s best marketers and their agencies. To be fair and transparent, this process was totally free, and entrants could submit as many as they wanted.

We were overwhelmed with the response we received – more than 200 entries from six continents, involving thousands of individual agency relationships – Integration is clearly an important topic.

We established a Consistent Scoring criteria and reviewed every single submission against four key areas:


  • Proven on top brands
    We weighed more heavily work done for complicated brands from the world’s top 100.


  • Proven on creativity
    Motivating consumers in this new age requires breakthrough thinking.  Award winning work was more highly weighted. 


  • Proven on process
    Integration across stakeholders is never easy.  Submissions had to explain specifically what made their process unique and what made it work.


  • Proven results
    Nothing speaks louder than improving brand equity, or better still, the cash register.

Choosing the final 40 was a passionate, much debated and thankless task. We hope you enjoy the final selections.

Final selected campaigns have been listed in alphabetical order.

ABOUT R3

R3 is a leader in global, regional and local consulting on Best Practice in Integration and IMC.  We work with eight of the world’s top twenty marketers including Coca-Cola, Unilever, AB InBev, MasterCard, Mercedes Benz, Johnson & Johnson, Samsung and Kimberly Clark.