Four agency professionals describe what makes a
cross-media campaign work and provide examples of those that are done right.
When asked what makes a campaign
"integrated," most people will tell you that all elements have a
similar look and carry the same message. This is certainly true, but there's
more to creating a successful, well-integrated, cross-media campaign than that.
Four in-the-trenches agency folks described for
iMedia what a well-integrated campaign needs to consist of and what it takes to
make it happen, and gave their opinions on recently executed campaigns that met
the mark.
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