The 40 Most Effective Integrated Brand Campaigns: R3 study explores Lego, Airbnb, Coca-Cola, Pepsi, Visa, Unilever and other campaigns
Brands such as Airbnb, Visa, Pepsi, Lego, Sony, CocaCola and Samsung are just a few of the companies featured in a report compiled by integration specialist R3 as it aimed to explore the best integrated marketing approaches of the last year.
The resulting report stemmed from 200 entries taken from brand campaigns released across six continents which reviewed individual agency relationships to highlight the businesses that took the best approaches.
Agencies such as PHD, TBWA, Havas Worldwide, Edelman, MediaVest, Porter, Cole + Bogusky, Golin Harris, Iris Worldwide and 180LA are among the many who are credited within the 40 chosen integrated campaigns.
According to the final findings, when it came to holding companies with companies featured in the 40 integrated campaigns, Omnicom Group owned nine, WPP had seven, InterPublic Group had six, Dentsu had five, another five were independent and four were owned by Publicis Groupe.
The agencies that led when it came to being involved were BBDO with five campaigns and Vizeum, Leo Burnett, TBWA, R/GA and Ogilvy, which each had two.
The four brand businesses that were chosen as leading “efficient integration” within the report included Mastercard, adopting a collaborative process which included working alongside R3, in order to build its Priceless Engine and resulted in the Priceless Experiences campaign.
CocaCola, Proctor & Gamble and Unilever were also highlighted as leaders in evolving the integration process.
“Unilever takes a consistently unified approach that is enabled by multi-disciplined teams and the environment of collaboration promoted among all Unilever brands. As a part of its 'Crafting Brands for Life' strategy, Unilever seeks to strike a healthy balance between magic and logic – or in other words, creativity and sales. Unilever also doubled its spend on marketing training to keep up with the ever-changing digital landscape and build a stronger team that goes beyond sole marketing skills,” the report states while reviewing the work of Unilever.
The report offers six Models of Integration strategies at play within the 40 campaigns, which tech consultancy Forrester helped R3 compile (see below).
Key findings offered by the report included the continued importance of the big idea at the campaign centre, with a good integration process thought to be able to help a bad idea but not salvage one. A definitive chain of command was found to be necessary within a multiple agency strategy with roles and expectations defined by the brand marketer in charge. The promotion of accountability through effective measurement is another element that was discovered as a component for success.
The full list of brands featured in R3’s Integration 40 are as followed:
Ubisoft (Assassin’s Creed)
Beats by Dr Dre
Head & Shoulders
Hindustan Unilever India
IDLC Finance Limited
Nurve (Nissan United Real-Time Vision for Engagement)
Samsung Galaxy 11
Coca-Cola (Share a Lyric)
Warner Brothers (Lego Movie)
Mawbima (published by Ceylon Newspapers)
Visa (Sochi Olympics)
Read the full study and the studies for each of the integrated brand campaigns on the R3 website.