This blog post is by Andre Labadie, Director, Business & Technology, Brands2Life.

Integration has barged its way into the comms lexicon over the past few years as brands have come under pressure to show more measurable impact, and agencies have built out their capabilities in response.

But, as the media continues to evolve rapidly, audiences become increasingly resistant to bland content, and the way we absorb and share information changes, so never has it been more important to deliver campaigns that aren’t stuck in one particular channel.

Regardless of the platforms used, at the heart of any successful integrated campaign sits a genuinely compelling story. But bringing that story to life in a truly integrated way isn’t easy, particularly when the level of integration within both agencies and comms teams varies hugely. Here’s our take on how to get it right.