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.

The future of...

Not so often has 'The future of...' been the title of presentations. The economic downturn is accelerating the need to know in which direction industries will move. The UK Institute for Practioners in Advertising (IPA) released a report on the future of advertising titled: 'Social Media Futures - The future of advertising and agencies in a networked society. A 10-year perspective'. The focus of the report is on social networking, and the way this is transforming society. When social media could take the lead in future brand communication, and the ad industry does not react appropriately, the market face a growth of only 1,2% per year in 2016. With social media growing in importance, the paid-for advertising will represent a decreasing share of all advertising activities. The report includes advice for agencies about to benefit from this shift of channels.

IPA Social Media Report

View more presentations from NigelG. (tags: agencies delphi)



Magazine ad shows invisible 3D Mini

I saw this great example of integration of online and offline media in the German press recently. It uses a print ad, 3D software, a webcam and the internet to show a Mini Cabrio on the ad. It looks like the work of David Copperfield! You can be your own illusionist by downloading this pdf and by following the German instructions on this website. By the way this new technology also come with a new name: Augmented Reality.