So integration is what we do, but it's a dirty word. Intermediaries and clients don't like it as it implies a lack of specialisation, yet I don't think I've delivered a campaign in just one channel since about 1996. But blended seems to be a word that's popping up more and more. Blended implies an agency skill in mixing specialisations together around an idea. The ability to blend channels, messages, resources becomes a core competancy, whereas integration is the lowest common denominator? It's only a word change, but maybe that's how memes take hold.
Is blending, then, a core planning task? Are planners well placed to be the agency's internal mixologists? Maybe. If planners are also responsible for finding the strategic idea and turning that into a platform for creative, is it too much power to cede to planning to have them be the people who blend the resources available?
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