It is now accepted wisdom that planning a marketing campaign across all media, in an integrated way and from a customer’s perspective is the right thing to do. But making the transition from a media-led to a media neutral approach is not as straight forward as it might sound. The Status Quo Not long a go almost all marketing departments employed the services of a range of agencies depending on their total budgets: a PR agency, an Advertising agency, a Design agency, a DM agency and when needed someone to work on events and other tactical promotions. Each were...