albion - ipa integration models

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.

Thank you

glynb@albionlondon.com