albion - ipa integration models
Post on 17-Oct-2014
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Presentation I gave on 'integration models' at the IPA Integration course in May 2008.TRANSCRIPT
IPA Integration
Different models of integrationGlyn Britton21 May 2008
About me
Not an typicaladvertising account planner…
Industrial Design.British Airways.Interbrand.The Ingram Partnership.Albion.
About Albion
55 people.eBay, Skype, Innocent, Air New Zealand, BlackBerry…‘For entrepreneurial thinking’.“Integrated”?Try to be ideas-led.A New Model Agency, without a new model!
What I’ll cover
1. Different integration models.2. Examples of how we’ve used each model.
3. Choosing an integration model.4. How to ‘do’ integration.
The models
1. Visual integration2. Execution integration3. Communications idea
integration4. Brand idea integration5. Brand purpose integration
40% extra
free
6. Transmedia integration7. Narrative integration.
LogoLogo
Visual integrationAKA The no integration model
Input:Visual identity basic elements
Logo
Logo
Logo
Output:Little cumulative effect
Press adTV ad Website DM PoS
BlackBerry
Logo
Execution integrationAKA ‘matching luggage’
Inp
ut:
TV
advertisin
g id
ea
Logo
Output:Consistent message
Press adTV ad Website DM PoS
Logo
Betfair
Run, little red
fella
Logo
Communications idea integrationAKA message or theme integration
squareandfast.com
Logo
Output:Coherent message
Press adTV ad Website DM PoS
Input:Communications idea
Hard-Fi
Brand idea integrationAKA Strategic integration
Output:Coherent brand experience
Input:Brand idea
Run, little red
fella
Logo
squareandfast.com
Logo
Press adTV ad Website DM PoS Contact centre
Retail NPD PR
Hello, my name is __________
The world goes crazy for the little red chap
eBay
Banners with a live feed, to show people what they’re missing
A first – a live feed widget on TV
A blog in a press ad
Website functionality in a TV spot
Play Christmas ad
Brand purpose integration infusionAKA Total brand communications
Output:Involving brand world
Input:Brand purpose
“Everyone just knows what to do”
squareandfast.comLogo
Hello, my name is __________
The world goes crazy for the little red chap
Run, little red
fella
Logo
Skype
Transmedia planning
“In this model, there would be an evolving non-linear brand narrative.Different channels could be used to communicate different, self-contained elements of the brand narrative that build to create an larger brand world. Consumers then pull different parts of the story together themselves.The beauty of this is that it is designed to generate brand communities… as consumers come together to share elements of the narrative. It has a word of mouth driver built in.”
From Talent Imitates, Genius Steals by Faris Yakob: http://farisyakob.typepad.com/blog/2006/10/transmedia_plan.html
Skype Nomad
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
Everything Bad Is Good for Youby Steven Johnson
Other things that are going on
Different models?– Fallon’s ‘tease the TV ad on the web’ model.– Goodby Silverstein / Crispin Porter’s ‘use TV to advertise the
website’ model.– ‘Engagement planning’, which seems to have been reduced to
‘drive people to the website to complete the experience’.
The debate about ‘media neutral’:– Is it possible to be truly media neutral?– Is it right to try and be truly media neutral?– My advise? Be ‘media promiscuous’. Or ‘differently media
positive’.
Which model?
Which model to choose?
Competitive environment:– The simplest one that you can get away with in the market.
Consumer needs:– One that suits the target audience, and how they interact.
Organisational vision:– The one that client and agency together believe in.
Organisation capability:– The one that the client organisation can pull off.
Doing integration
Resource, not cash
Diverse backgrounds, blurred roles
Open and collaborative
Doing, not talking about doing
Belief that you can do anything
Think digital. Invent stuff.
Continual hard work
Small egos
Planner as facilitator, not tortured genius
In summary
Six basic models of integration:– Visual integration– Execution integration– Communications idea integration– Brand idea integration– Brand purpose integration– Brand narrative integration
All are still valid, depending on the circumstance.The more integrated you want to be, the more resource, discipline and good-will you need.Being integrated is about practice more than theory. Just be open, collaborative, flexible – all of which require putting ego aside.
