Integration has been a buzzword for years, with the growth of new media and the slowing of traditional advertising. But as the creative focus shifts from TV and print to digital and online advertising, the voice of integration continues to linger. Every professional in the industry seems to be ready and excited to welcome it. Media people will tell you consumers habits have changed, internet is closing the gap with TV,  creative guys think it is getting harder

 and harder to create award winning TV commercials, account service people say clients are always asking for CRM or search engine marketing.

Those Mini campaigns like Burger King Subservient Chicken campaign, were all through-the-line campaigns with online as a key communication platform. All these proved that every single media can be the leading role on the stage, it's a matter of how we develop our strategy and concept, it's no longer a one way route.

Let's see what we have done here in Hong Kong, every brand has a website but most of them haven't maximised the function as a 24/7 communication base. Everyone has a mobile phone so we got to do something on mobile.

YouTube is a great hit so let's shoot a viral video. It's the same with web 2.0, every brand creates a community before providing a common interest.

Most of the time we are talking about new ways to do advertising, focus on bits and pieces, filling up all the spaces without knowing the full picture or creating a clear strategy, and we think it is integration.

If we look at the players in the game, it's not difficult to define the problem.

First of all, digital agencies always push for innovations, but the lack of credibility in marketing strategy has made it difficult for them to be treated as a strategic partner.

Traditional agencies are still too focused on their old toys, again it is no doubt when you see the share of the marketing budget.

They know the trend is coming, they establish digital team, but from the business and revenue angle, they are still only considered a strategically important supporting taskforce.

(Source: Marketing magazine)