UK under dangerous pressure to lower its sustainability commitments

According to Gartner, campaigns integrating 4 or more digital channels will outperform single- or dual-channel campaigns by 300% from a performance perspective. But we need to go further if we want to create a truly unified campaign experience for today’s audiences, and this starts with taking an honest look at how integrated your campaign model really is. Kantar Milward Brown’s ‘Art of Integration’ study, revealed that brands believe they are excelling at executing integrated strategies, marking themselves as 89% integrated. However, consumers were less convinced of the integrated nature of their campaigns, marking advertising “campaign fit” at 58%.