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]