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Confusion over media neutrality remains rife
25th Oct 2002
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For some strange reason, the agency world believes it
has moved on from the heady days of integration to some
new marketing panacea known as media neutrality.
Well, as far as I am aware, there is no such new
development. Media neutral is just a far more explicit
way of describing integration. This will come as a shock
to many marketers out there who are convinced that media
neutrality is a whole new ball game.
They could possibly be forgiven for thinking that way,
because practically everyone thought, and still thinks,
that integration means incorporating a bit of
advertising, direct marketing, sales promotion and a
little PR.
To date, 12 marketing agencies - including The Direct Marketing
Business, digital media agency Graphico and Inside Ambient -
have joined. The combined turnover of the group is £50m.
The priority was to ensure that there was a common
theme running through any promotion, thereby ensuring
complete integration of the disciplines used.
Well, that was not, and still is not, integration.
Instead, integration was, and is, all about understanding
how the different marketing disciplines work. Armed
with a thorough understanding of the target market,
the relevant disciplines and media then need to be
selected to reach that audience, to meet clearly defined
marketing objectives and, most importantly, to achieve
the desired results.
This is what media neutrality or integration is all about
but, realistically, it can only be delivered by those who
have absolutely no bias to any one discipline. Chris
Parry Group Director DirectionGroup Berkshire.
For further information, please contact:
Richard Stephens
DirectionGroup
Tel: 0118 989 8104
Mob: 07836 587096
Email: richards@directiongroup.co.uk
www.directiongroup.co.uk
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