[IMCC] Addressing the 'marketing messaging mess' [Bizcommunity (South Africa)]
(Bizcommunity (South Africa) Via Acquire Media NewsEdge) One of the first speakers at this year's IMC Conference in Cape Town was Gary Leih, founding director and CEO of OFYT. Leih took attendees through the history of integration in marketing and lessons the industry can learn from the past.
Starting in the '50s with copywriting being just about the be-all and end-all of advertising, Leih went through how the different mediums, while initially treated as separate entities, came to coexist under one roof. At this point in time in the advertising-scape, interactive, TV, copywriting and art direction have all been embraced in the same fold. However, yet to be welcomed whole-heartedly is digital and mobile marketing.
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