What is integration?
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.