One Brand, One Story

Randall Rothenberg, director of intellectual capital at Booz Allen Hamilton, and author of Where The Suckers Moon on the promise (mostly unfulfilled) of integrated marketing.

Why listen to Web wizards on integration? Because the medium has a naturally integrative function. As long ago as 1999, graphic design gurus Bill Drenttel and Jessica Helfand were showing clients that corporate Web sites, simply because of the volume of material they housed, showcased a brand’s coherence — or its chaos.

[Source: Ad Age]

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.