#marketing-integration

#marketing-integration

Clients crave it, agencies promise it, but nobody seems to agree on what integration means or why it's so damn hard to achieve.

Edelman CEO Richard Edelman emphasized the need to structure the firm for speed and integration, stating, “I've got to structure Edelman to be fast and to be, in a way, completely integrated. The two things we were trying to build in the last years are the advisory business to compete with Teneo, etc., and the marketing side of the business, to compete with ad agencies and digital firms.” This reflects the evolving landscape where corporate communications and brand marketing are increasingly intertwined.