Page 8 - Internationalist Magazine 2015 73

FRONT

Six Degrees of Integration for

A

Agency-Marketer Alignment

Ask Greg Paull of global consultancy R3 about

integrated marketing campaigns and he’ll refer to

a well-known scene from one of the early episodes

of “Mad Men.” Don Draper presents the new

campaign for Lucky Strike, and it’s a success.

One agency, one key client, and the whole team

aligned around a single brief, single output and

single results.

Greg Paull co-founded and runs
According to Paull, “This is clearly a work of
R3 (www.rthree.com) a global

consulting irm focused on improving iction.” But he adds, “It doesn’t have to be.”

the eficiency and effectiveness of

marketers and their agencies. R3

works with nine of the world’s top He recently introduced a report “The Integration 40” case studies

twenty marketers including Unilever, called “The Integration 40”— were chosen through consistent

Coca-Cola, AB InBev, Samsung, (www.R3integration40.com)—based scoring criteria based on brands,

Mastercard, Nestlé and Mercedes on an R3 initiative to showcase
creativity, process and results.
Benz.
forty of the world’s best integrated Interestingly, the R3 team saw six

campaigns based on a global call types of client-agency alignment

for entries. Although he admits to structures or “six degrees of
probably missing a great campaign integration” among the best work.

or two, the report is designed
They included:
to start the conversation about

better managing today’s complex

integrated marketing process.

The R3 team saw six types of client-agency alignment

structures or “six degrees of integration” among the

best work.

6 the internationalist