Gareth Kay at Brand New has been invited to sit on the panel at the Future Marketing Summit and this year the theme is integration. Gareth argues that integration is a false concept and instead it’s a label that is used to describe how different media interact with each other.

“There is a big difference between things that are complicated and things that are complex. As he explains, an airplane is complicated – you can break it down into its parts and then build it up again – whereas mayonnaise is complex – it’s ingredients become something interwoven and quite different through their interaction and cannot be separated to its initial ingredients.

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