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Reinventing the ad agency

Holistic vs. integrated

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"Holistic marketing" may just be the new buzzword to replace "integrated marketing." At the Four A's conference, Publicis Groupe SA Chairman-CEO Maurice Levy said integrated marketing is "faulty in practice, if not in concept."

"The problem with the term—given the structure of today's companies—is that integration most often refers to the difficult and painful process of bringing together a group of diverse communications specialists, and building plans around pre-defined brands and concepts," Levy said. "You just have to start over."

And that is just what many agencies are doing—completely starting over in defining how they deliver the best level of service to clients.

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