Ad World: What Do You Think About Integration?

In an article for Ad World, Steve Connelly shares his thoughts on integration within the advertising industry. He explains that having various skill sets under one roof doesn’t guarantee integration if those skills don’t effectively collaborate. True integration is built on familiarity, relationships, and respect and requires working together as one machine versus a collection of pieces. 

While achieving this level of integration demands time, money, and genuine curiosity, it ultimately leads to better problem-solving, teamwork, and client outcomes. Steve emphasizes that meaningful relationships and collaboration, driven by respect and openness to differing viewpoints, are the essence of effective integration in advertising.

Check out the full article here.