Postaer Rejects Integrated Marketing

Steffan Postaer, in an otherwise nice piece on his dad’s legacy at RPA, wanders off into a rant about integration.

Pops couldn’t keep up with the times. The brave new world of banners and microsites was too much for him. Time to let the Facebook generation take over. Social networks are where it’s at. Give them something viral. Integrate or die!
Or recognize, as my father did, that integration is just a word we marketers use to sound smart; that in fact, the wizard beyond the curtain of Integration is basically a dumbfuck. An avatar of a know-it-all. A Google-eyed Yahoo.

When Postaer started his blog he tried to convince readers that integrated marketing is the saving grace for agencies in trouble. But this new entry sounds more real/less scripted.
But what of the message? “Dumbfuck behind the curtain” is pretty strong language for a marketing practice that is standard operating procedure today.

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.


  1. pete shotton says:

    everything on his site is a pure self-promotion. from his terrible self-published books to his rational

  2. That’s a peculiar perspective from a creative person whose current shop touts an integrated philosophy. Is he admitting he and his associates are dumbfucks? No argument from the peanut gallery.

  3. Hypocritical, blasting Integration on a blog? I know, I know. Rub garlic on the unspoken face of Facebook and the creature screams. Have at it, then, I deserve it. We all deserve it. As supposed brand builders, do we not recklessly put our client’s faith and dollars in viruses and phantom know-it-alls? For every success story are there not countless microsites unattended, empty churches, empty of ideas? My father merely called the Spade card black, leaving him “cold, ignorant and underwhelmed.” Show the card to the casino and the pit bosses are aroused. Who reads the tribute to my father without responding to the controversy? Less of us for sure. Integration without an idea is suicide by virus. At it’s insidious best, blogging is germ warfare. One’s aim need not be true.

  4. @ Steffan1 –
    Okay, now it sounds more like an argument for ideas and less an attack on integrated marketing. Which is good.
    My take…I know they must exist, but I don’t know too many people who argue for the use of the latest tools, who don’t also see what it is they hope to build.

  5. Agree with David that I THINK I get Steffan1’s point now. Maybe. But it would be less confusing if it was written with more clarity.
    “Show the card to the casino and the pit bosses are aroused. Who reads the tribute to my father without responding to the controversy? Less of us for sure. Integration without an idea is suicide by virus. At it’s insidious best, blogging is germ warfare. One’s aim need not be true.”
    Maybe it’s me, but I had to read this two or three times
    only to decide I still wasn’t sure what the writer was getting at. The sentences jump from subject to subject, leaving the poor reader dizzy and disgruntled.
    I understand you’re going for drama by writing this way, but I’m afraid you’ve only succeeded in achieving “drama queen.”
    But if it were a bit less theatrical and a bit more clear, who knows? Some of us might even agree with you.

  6. This whole thing sounds less a conversation on the merits of integration, and more an unearthing of some deep-seeded jealousy directed at a guy who just made a very good point.

  7. Yikes. In the blogosphere no one can hear you scream. Clarity aside, I am legitimately curious about Steffan’s perspective. Agreed that integration, at least in the big agencies, is a lot of hucksterism. The major problem is, there’s little agreement on who manages the integration. In most cases, the clients will dictate which agency handles which part of the integrated mess. And ultimately, the individual agencies are too busy focused on their particular slice of the budget—oops, I mean branding pie—to worry about the other in(te)grates. But as an earlier comment pointed out, Steffan works at an integrated agency—which integrates with other agencies on certain accounts. Is he blasting his own efforts? Or is he seeking to redefine them (or define them, as he may not yet have a clear definition on things)? Or is he just blowing more useless bile into the blogosphere (after all, the confounding part about the blogosphere is that it allows anyone to pontificate, whether they make sense or not—hey, I’ve been doing it for years).

  8. One more thing. Postaer’s dad has been and will always be a creative genius.

  9. @wef:
    Sorry for being confused by the writing. Not sure how that equates to jealousy, but no matter.
    Please enlighten those of us who aren’t sure:
    what is the “very good point” he made?

  10. Carl LaFong says:

    You’re not the only one who was confused by Mr. Postaer’s somewhat rambling post. He makes Nancy look like a model of clarity and conciseness. All he really needed to say was “Integration without an idea is suicide by virus.” The rest is just fluff.

  11. LaFong,
    Now, be nice to Nancy. Her comments may be fuzzy at times (those times being 24/7/365), but she’s not a high-paid creative honcho like Postaer. One can only hope his creative direction is clearer than his prose. As his agency is currently in a number of new business pitches, it’s a safe bet that the Dumbfuck behind the Euro RSCG Curtain of Integration asked Mr. Postaer to shut up on the blogosphere. After all, the place is trying to sell the grand illusion to prospective clients.
    It’s likely you won’t get a response from wef, as the individual was probably a Postaer drone.

  12. Carl LaFong says:

    You’re right, Ann. I did take a cheap and uncalled for shot at Nancy. I actually enjoy her surrealistic ramblings even if I don’t always understand them. Kind of like reading James Joyce.

  13. Don’t worry, between the lack of support people on line have shown me and that of the former spouse, lawyer, psychologist, my unemployment status, health insurance status, etc. Not to say I haven’t brought a fraction of it all on myself…
    I haven’t shed one tear.
    Note: I have never even read more than a page of James Joyce.

  14. Thanks “ann”
    I suspected as much, but just thought I’d play along.
    You make some excellent points, by the way.
    Clarity. What a concept.