Orchestration, not Integration: Engagement in an “Always-On” world
An overview of "integration" - a word we all use but which means something different in every context. We will outline our perspective on what it means for agencies, clients, brands and campaigns. We will discuss Integration in the context of DDB's "social creativity", which is designed to produce effective communications based on new thinking such as behavioural economics, the importance of emotional responses in decision making, and the role and influence of emerging media. As we move beyond campaigns to "always-on" communication strategies we introduce the idea of orchestration, a more fluid and flexible type of organising principle which is better suited to the new relationships between consumers and brands. We will illustrate this principle with selected work from the DDB network.Location: Kodak Hall
