Steve Rubel has been commissioned to write a weekly column for the influential US advertising publication Advertising Age’s AdAge Digital (requires log in).
He reads more into it than just a good gig and a profile raising exercise for him and his employers Edelman:
I believe this is another sign that advertising, brand marketing, public relations are becoming one big mush. If you work in on one of these disciplines, you need to know what’s happening in the others. In a world where consumers control your brand – and they do – marketing doesn’t fit into neat little boxes the way it used to. So much of it is dialogue driven and that means PR and advertising share the same soup bowl.
He’s right of course. Integration’s been a pipe-dream and an empty promise in too many marketing camapigns and agencies in all of those disciplines.
Too often agencies and internal teams talk about integrating campaigns but still really view one another as competitors. I think that soon convergence and the changes the online age is bringing to the media will rob them of the opportunity to indulgence such ignorance and sloth….