Presentation I gave on 'integration models' at the IPA Integration course in May 2008.

1. IPA Integration Different models of integration Glyn Britton 21 May 2008

6. Visual integration AKA The no integration model Logo Logo Input: Visual identity basic elements Logo Logo Logo Output: Little cumulative effect Press ad TV ad Website DM PoS

7. BlackBerry

8. Execution integration AKA ‘matching luggage’ Logo Input: TV advertising idea Logo Output: Consistent message Press ad TV ad Website DM PoS Logo

9. Betfair

10. Communications idea integration AKA message or theme integration Run, little red fella Logo squareandfast.com Logo Output: Coherent message Press ad TV ad Website DM PoS Input: Communications idea

11. Hard-Fi

12. Brand idea integration AKA Strategic integration Output: Coherent brand experience Input: Brand idea Run, little red fella Logo squareandfast.com Logo Press ad TV ad Website DM PoS Contact centre Retail NPD PR Hello, my name is __________ The world goes crazy for the little red chap

13. eBay

14. Banners with a live feed, to show people what they’re missing

15. A first – a live feed widget on TV

16. A blog in a press ad

18. Brand purpose integration infusion AKA Total brand communications Output: Involving brand world Input: Brand purpose “ Everyone just knows what to do” Hello, my name is __________ squareandfast.com Logo The world goes crazy for the little red chap Run, little red fella Logo

19. Skype

21. Skype Nomad

27. Narrative integration Freeing the world’s conversations Free calls Free video Mobile Skype Nomad Input: Multiple, threaded, narrative arcs that build towards the vision. Output: Coherent and dynamic brand experience across hundreds of ‘little’ activities

30. Which model?

32. Doing integration

33. Resource, not cash

34. Diverse backgrounds, blurred roles

35. Open and collaborative

36. Doing, not talking about doing

37. Belief that you can do anything

38. Think digital. Invent stuff.

39. Continual hard work

40. Small egos

41. Planner as facilitator, not tortured genius

43. Thank you [email_address]