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Integrated Marketing through the Decades

Published on .

1970s: Y&R launches "whole egg" philosophy

1980s: Coca-Cola USA deems integrated marketing a key strategy.

General agencies acquire "below-the-line" agencies to create one-stop shopping for clients.

1990s: Clients increase marketing-services budgets. American Association of Advertising Agencies amends 81-year-old rules to admit marketing-services shops.

Internet becomes channel for integrated campaigns.

2000s: Interpublic Group of Cos. transforms itself into an integrated-marketing stronghold.

Publicis Chairman-CEO Maurice Levy says that integrated marketing is "faulty in practice if not in concept."

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