After learning that integration is the very best way do advertising, I was surprised to find out that sometimes agencies are talking about it more than actually doing it. So I set out on a quest to find an agency that "gets it" - I want to mesh well so having similar ways of thinking is important.
So learning is one thing and doing is quite another. I understood why it was so important but now I just think it is so cool when I see it. At my agency, integration is just a given - they live it. But I was honestly surprised at how commonplace it is to just invite someone from all/any area to get them involved in a brand.
I have been in several brainstorms already that pull in creatives, media, account services, planning, and clients all at once to come up with new ideas. And we have brainstormed different things - media touchpoints, consumer profiles, strategic directions, and non-traditional advertising methods, among other things.
When I get pulled in to one of these meetings I think it is extra-important that I contribute in some way. I want to show that I am a valuable part of the team. And it's such a relaxed atmosphere that I have felt very comfortable just throwing out my ideas. Again and again I have been told, and it has been reinforced, that "ideas can come from anywhere". It is truly amazing to see so many people hard at work together and enjoying it. :)
This also just feeds into this atmosphere of collaboration at the agency - everyone is very happy to help each other out because we all understand that we are working towards the same goals.
I just can't get over how cool it is.
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