Please take a look at my recent Campaign essay on integration. If you can’t be bothered reading the whole thing, I can summarise my thoughts like this – to be effective, comms agencies should organize themselves around consumer behaviour (rather than expecting consumers to follow what’s convenient or trendy for the agency).

Sorry about the picture, I think I was trying to come across all visionary and inspired, but ended up looking mildly deranged.

http://www.campaignlive.co.uk/news/1107906/User-First-Approach/?DCMP=ILC-SEARCH