16 February 2009

Which agency integrates print and digital?

Integrated media planning - using print media, TV, radio, direct marketing and online- depends to some extend of the way agencies are organised. I came across an interesting point-of-view from Giles Rhys Jones. He points out that the digital agency should be able to handle all aspects of the communication job: PR, advertising and DM.
Today though, many digital agencies exist next to traditional advertising, public relations and direct marketing agencies offering through-the-line brand activities. The role of print media is obviously better understood by this group of agencies, than by the pure digital agencies.

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