Gareth Kay on integration:
is integration the right concept? Isn't it really all about interaction of different elements creating a new idea rather than the integration of the same idea or execution across every channel? (I think Faris' and Jason's thinking on transmedia planning supports this)And this leads me to the ongoing futile debate about measuring 'integrated' campaigns. And this, I believe, is what is causing the futility.As Mark talks about quite brilliantly in Herd, there is a big difference between things that are complicated and things that are complex. As he explains, an airplane is complicated - you can break it down into its parts and then build it up again - whereas mayonnaise is complex - it's ingredients become something interwoven and quite different through their interaction and cannot be separated to its initial ingredients.Most (if not all) of our measurement of 'integrated' ideas assume they are complicated - we can measure the individual channels and their contribution to the net result (and therefore optimize the mix). But isn't this wrong? If these ideas are interactive in nature then aren't we talking about a complex entity, not a complicated one. And, if we are, shouldn't we just be looking at the overall impact on the brand rather than trying to crack the nut into bits?
is integration the right concept? Isn't it really all about interaction of different elements creating a new idea rather than the integration of the same idea or execution across every channel? (I think Faris' and Jason's thinking on transmedia planning supports this)
And this leads me to the ongoing futile debate about measuring 'integrated' campaigns. And this, I believe, is what is causing the futility.
As Mark talks about quite brilliantly in Herd, there is a big difference between things that are complicated and things that are complex. As he explains, an airplane is complicated - you can break it down into its parts and then build it up again - whereas mayonnaise is complex - it's ingredients become something interwoven and quite different through their interaction and cannot be separated to its initial ingredients.
Most (if not all) of our measurement of 'integrated' ideas assume they are complicated - we can measure the individual channels and their contribution to the net result (and therefore optimize the mix). But isn't this wrong? If these ideas are interactive in nature then aren't we talking about a complex entity, not a complicated one. And, if we are, shouldn't we just be looking at the overall impact on the brand rather than trying to crack the nut into bits?
Robin Grant
Blogging for:
Member since: 03 Jun 2008
Last login: 02 Jun 2009
Total Posts: 733
