Just doing digital, or advertising, or social isn’t enough anymore. Nick Gill, Planning Director at DCH, explains why new thinking on Integration is so desperately needed. dch.co.uk

1. Point of View
uly 2010
Date: J
Author:
Director
Planning
Nick Gill
It’s time for the
new integration
Just doing digital, or advertising, or social isn’t enough anymore. Nick Gill, Planning
Director at DCH, explains why new thinking on Integration is so desperately needed.
Some people would have you believe that advertising is dead. Some claim that digital is
old hat (check out the multiple blog posts on our “post-digital world”). Even the Digirati
are heralding the new online king, Social Media the First.
But there’s something wrong here. This is all channel-based thinking. Thinking that
suggests one media must rule them all.
The real story
Advertising is not dead. It’s thriving. And
evolving. We’re watching more TV than
ever before but in new and interesting ways,
and on new and interesting devices. The
often released as excerpts or episodes, to
encourage sharing and get people clamouring
In a time when people are for more. Outdoor has evolved to become
disagreeing over what interactive, and even press can now take the
form of video.
media takes top spot, what’s
Digital is not dead. It’s thriving. And evolving.
the next big thing and what’s Social might still be in its infancy, but it’s
not, a little calm and a lot maturing each day. Some brands have
already gone a long way to weave social
of perspective is required. media into their activities; others are still
experimenting.
But, with each new technology and experience
that arrives, comes new and exciting ways
to realise the potential of connecting brands,
consumers and communities.
Integration: a dirty word dch.co.uk

2. Despite the evolution of advertising, digital We blend.
and social, it seems that brands and agencies
are still pledging their allegiance to just one or We instinctively demand more integrated
two of these disciplines. ‘Integrated’ appears experiences from brands. And we expect them
to be a dirty word these days. on-demand.
Why? Maybe because integrated smacks of At the same time, we expect relevant,
what advertising agencies used to do when meaningful experiences. We demand
they were scared of wave upon wave of digital relevance because we live in a connected,
‘stuff’ and either bought new media shops or seamless world fuelled by technology where
just said they did everything anyway.
as unnecessary noise. This is most relevant
In those days, what integrated really meant to us as advertisers.
was augmented advertising. An ad campaign
that had a matching luggage microsite and We need to be jettisoning the silos and getting
a few half-hearted banner ads featuring the the right people together to create these
main campaign image and a headline with a multi-layered, seamless experiences. People
gratuitous “click here”. As long as everything who understand digital and all its possibilities
carried the same strapline it ticked the box within a broader context, as well as those who
called integrated. understand how to make brands interesting.
Welcome to the new integration Digital needs to come up from the basement.
Social needs to come out of the bedroom.
Digital has come a long way since then. Advertising needs to come out of the
Broadband is now ubiquitous, social lounge. Media needs to come in from the
networking is culturally assimilated and 3G kitchen. And analytics needs to come out of
mobile means we’re always on, wherever we the cupboard. And they all need to meet in
are. In fact, digital is making advertising more the room that hasn’t been built yet. And do
exciting. It’s providing more opportunities to something extraordinary. Something relevant.
create, distribute, engage, share, entertain, And interesting. Together. And when this
participate and amplify. It’s moved advertising meeting has taken place, we can use spaces
from being just accessible to being a in the right way. We can be cohesive, and
conversation opportunity.
and participation in order to ignite ideas. Not
So, it’s time to revisit integrated. But not in ideas that are dictated by channel but ideas
the old sense. that are just really good.
The new integration is about digital
enabling an idea, making it meaningful and
participatory. It’s about taking an idea beyond
the screen and into the real world.
As users, we don’t passively view or actively
participate in silos. We don’t think in these
terms, we just do what we do. Mashing is
second nature; we’ll happily listen to the radio
while we drive, or use the laptop or mobile
while we watch TV.

3. Integrated ideas Nick’s favourite exemplars for the new
integration…
The new integration is about concepts that
are born from smart, strategic thinking, that is My Starbucks idea is one of these thoughts
curated from culturally good stuff and leans that harnesses collective intelligence of users
towards new technological possibilities. Ideas to re-shape the Starbucks of the future.
that are born of information, insight, and http://mystarbucksidea.force.com/ideaHome
knowledge. Ideas that don’t stop at launch,
or after a six-week burst of media spend, but Nike’s Chalkbot: A robot you program to paint
evolve through participation, active analytics messages on the road during the Tour de
and by absorbing content and engaged France, connecting the digital and real-world in
communities. an inspirational and meaningful way.
http://www.guardian.co.uk/media/2010/jun/24/
We’re talking here about concepts that can cannes-lions-cyber-nike-chalkbot
be activated in interesting and extraordinary
ways to challenge conventions, demand
attention and harness the interactivity and
social contagiousness that digital offers.
Concepts that draw on both the consumer
understanding of advertising, and the
analytical rigour of direct marketing, then
combine them with the possibilities of the
digital, social and mobile world.
The drive for new integration Guinness brought new meaning and relevance
to rugby by embedding RFID chips in the ball
When you take a step back, it’s clear that and on the players to monitor, understand and
huge cultural shifts are driving the need for
this new integration.
A Pepsi can now has the potential to become
a brand experience rather than a drinks
From To receptacle through Sticky Bits – blending
the physical and digital worlds with barcode
Attention Participation stickers that trigger multimedia information
Information Inspiration when scanned using a Smartphone.
ROI Return on
Involvement
Impact Experience
Campaign Multiple Micro-
Interactions
Awareness Infection
Post campaign Active Analytics
reporting
Just doing digital, or advertising, or social isn’t
enough anymore. The new integration is about
the seamless convergence of all of them.
That’s what’s truly needed.

4. About the author About the agency
DCH is an integrated agency with one aim:
we count ourselves as fortunate to have one to reveal the simple truths behind the brands,
of the best in Nick Gill. services and products that we promote. Why?
Because we believe that simple truths equal
The role encompasses development and compelling work and successful connections
delivery of digital strategy, integrated between brand and audience.
planning, social brand consultancy, CRM, web
development, content strategy, interactive DCH
advertising experiences. 60 Charlotte Street.
London
Previously Ford of Europe, McLaren W1T 2NU
Automotive, Nissan GB & Europe, Unilever, +44 (0) 20 7632 7600
Shell International, Smirnoff, Beverage www.dch.co.uk
Brands, Samsung, Activision, Morgan Stanley, @dch_agency
Barclaycard, and GSK have all had the Gill
treatment.
As have some of the leading digital and
direct agencies including OgilvyOne, Digitas,
Wunderman, Tullo Marshall Warren and
Lawton Communications Group.
Interact Congress blog, or on his own
blog, and he is a regular speaker and
thought leader in digital industry events and
publications.
Or, better still, come in and meet the real thing.