"Online people are the same as offline people" Procter & Gamble UK marketing director Roisin Donnelly
This was a good encapsulation of a speech by Donnelly at the Internet Advertising Beureau's Engage 2007 conference. Agencies can bang on about integration and multi channel ideas all they want, but for they to come alive client's also have to be aligned in a way that allows them to come to life. There is an interesting structurally symbiotic relationship between agencies and brands in that one (agencies) become organized in a fashion similar to their clients (ie brands.) It's nobody's fault, just a change in the consumer and how they behave. The folks at P&G are doing a lot of smart things these days and big kudos to them recognizing that avoiding siloes/segmented thinking and thinking around the consumer starts with their own structures and approaches.