We control the continuity of integrated communications and branding programs in three basic ways.

First, we base the integration on a unifying compelling buying concept. This is the idea that gives continuity to all the communications.

Second, we all get to that compelling concept together by collaborating on a series of processes that give us a common focus on key integration issues.

The amoeba team organization is the third way that we control the unity of these comprehensive, integrated programs from medium to medium. The team develops the creative buying concept, look and point of view that tie all pieces of the program together. And because they developed it, they’re committed to it. They understand it.

And they’re less likely to change it from piece to piece.