Everything Matters

I'm working like crazy on a secret project. One of the points I'm writing about is the idea that everything matters. Everything. It all works together. Some agencies and companies get it. Most say they do. Very few demonstrate it.

Apple gets it. So does Target.
They're big, and have lots of money to do it. But I think it can work on pretty much any scale.

Integrated agencies have the right idea – trouble is, they tend to be too strongly focused on integrating the web and traditional advertising. There's a lot more stuff that can, and should be, integrated. And the list keeps changing – and will continue to change at a faster and faster pace.

Here's a fun article from Wired news:Meet the Apple Pack Rats.

tags: Advertising Marketing