Integration is a powerful and graceful animal to watch in motion, but it is also needy and hungry, underlines MCN’s Tom Roychoudhury.
Can integration in our business be reverse engineered? Once you define that what is crucial, absolutely, is the client’s brand, and what benefit you can provide to it from an advertising, marketing, media perspective, making a giant leap, and then taking steps back into realising that leap, may be an innovative, inventive approach to integration.
Integration is not necessarily about a one-stop -solution story. Nor is it about a ‘total solution’ (that bad word from ‘Jargons-2012’ we save for technology sales folks). We need to understand
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