Many companies talk about integrated communications solutions, but continue
to focus primarily on traditional media, while other disciplines play a secondary
role. To these organizations integration means building a concept around a
pre-defined solution. This is the Humpty Dumpty approach trying to
reassemble a broken egg from its pieces. The whole-egg approach is a better
way. Holism leads to a creative process that is no longer media centric.
This does not imply an end to specialist capabilities. It does require a more
evolved way of deploying them. It's not about just thinking outside the box.
It is about starting without a boxabout finding the smartest solution
from the beginning, even if it is surprising and unexpected.