Integrated marketing and COM planning>


Integrated campaign development

Key question

How can a creative process be managed to identify and conduct a creative cross-channel campaign? What are the key steps in making sure the campaign effectively pays into targets defined?



  • Prioritize and align market-driven positioning strategy, customer insights, target groups, messages, communication idea and communication plan
  • Consolidate all items into a detailed creative briefing
  • Define campaign architecture (e.g. role of corporate brand vs. product brands, emotional vs. functional approach, possible endorsements)
  • Develop several campaign routes and scenarios, each reflecting one creative idea and stressing a different facet of the briefing
  • Develop campaign mechanics, e.g. ideal mechanism (chronology of information channel-and conversion-flow, etc.)
  • Narrate effective and compelling campaign story
  • Design campaign key visual and imagery suitable for specific target groups and channels
  • Define and produce content, including visuals/moving images, copy text etc.



  • Fully integrated creative communication campaign
  • Ready-to-implement measures across all relevant channels, including print, digital, POS, event etc.


Campaign mechanism

Pic28_Campaign mechanism

Campaign hierarchy

Pic29_Campaign hierarchy