The "rebundling" of creative and media is one of the big themes of our industry right now. Marketing leaders from Marc Pritchard to Mark Ritson have been calling for the two sides of the
industry to come together, and in this month's edition of Campaign, Media Editor Gideon Spanier wrote a leader column noting that market forces are driving towards integration.
We at The Beyond Collective have long argued for greater collaboration and integration between media and creative teams, but success is about more than just joining things up at the executional end.
Writing in Campaign magazine, our founder Ed says: "Let’s unify thinking around the big growth levers of brand, customer experience and creativity to build that all-important long-term brand equity and first-choice preference."
You can read the whole article here.