The Secret of Successful Integrated Communication: Integrated Teams and ROI

Kelly Walsh

Chapter 5 in Integrated Brand Marketing and Measuring Returns, 2010, pp 131-143 from Palgrave Macmillan

Abstract: Abstract Over the years MS&L has taken part in a number of integrated marketing communications (IMC) teams working on global, regional and local campaigns. This experience includes partnering with Leo Burnett and Philips to set up the first, fully integrated global marketing communication approach that went live in 2002. Since then MS&L have been involved in helping to set up over 20 integrated campaigns with clients spanning the consumer, corporate and healthcare sectors.

Keywords: Channel Selection; Brand Communication; Communication Idea; Target Consumer; Local Campaign (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-29734-0_5

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DOI: 10.1057/9780230297340_5

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