Big Brands Advocate Integrated Marketing Approach

july 14, 2004  10:37 am
Two of the biggest consumer packaged goods marketers urged agencies and marketers to deploy consumer-centric integrated marketing approaches, experiment with new media, and develop holistic marketing platforms that will enable them to execute a single idea across all media. Tim Kopp, section manager, Beauty Care Division, Procter & Gamble, told Ad:Tech-Chicago attendees that it doesn't take a big budget to test and experiment with emerging media including the Web, digital video recorders, and wireless. "You need to be constantly in touch with your consumer beyond the occasional focus group ... You have to look for new ways to connect with consumers," Kopp said Tuesday during the Ad:Tech panel "Big Brands...Big Thinking."