the "bothism" as key for a truly effective integrated marketing

We are used to a marketing of dualisms: television vs digital, online vs offline, creativity vs technology. Yet the time seems ripe to leave behind the anachronisms and embrace what M. Ritson calls "bothism", the best possible integration between what concerns branding and performance. This intervention aims to help you identify the right mix of tactics, budgets and channels for a truly effective advertising strategy, in the short and long term.