Keep it simple stupidDavid Patrick
Roisin Donnelly, head of marketing at Proctor & Gamble, has been speaking at the IAB Engage 2007 and arguing the case for taking more of an integrated approach to marketing. The challenge that big-brand advertisers, like P&G, – she argues – is to create integrated marketing campaigns capable of working seamlessly across a range of different media.
“‘We must avoid segmenting our companies, our people or our agencies into new and old media. Instead, we must adopt a consistent approach that focuses on the consumer.” She went on to outline three ‘common sense’ rules aimed at helping markers create successful digital campaigns. ‘Consumers are changing every day. It has never been more important to keep it simple, keep it relevant and keep it involving.’ Brand Repulic