Writing in Ad Age and in his new book, Al Ries claims integrated marketing is a big myth and it will never happen. Citing the ever expanding complexity of marketing and aligning the industry with others such as medicineand the military, Ries says the trend is going in the other direction; specialization.
Ad-Land is reporting a sequel to the U.K. Pepsi mega-mercial that featured Beyonce, Pink and Britney throwing down to the an over-bearing emperor. In this sequel, Beckham leads a team of football players. I haven't seen the spot yet because I can't locate it. Admittedly, I didn't try too hard. As soon as I do and if it actually exists, you'll see it here.