CONTINUE THE DEBATE: HAMMERS, NAILS AND INTEGRATED COMMUNICATIONS
           
     

point

  

counter point
     

each to his own

   can't we all just get along?
     

 

    
     
"when it comes down to it, each discipline should be allowed to work in its own boxes. The gains to be made from integration are far outweighed by the losses that you have in people from different arenas working
together. Besides which, each communications area is totally different and has different requirements."
  "integration has to be the future. If practitioners from each marketing discipline can't come to an
understanding of each others' work
then the whole process is lost. With integration, everyone should win: agencies, clients, businesses and consumers. It just means that agencies will have to learn to get along."
     
   
     
   
     
   
     
   
     
   
     

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