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."