The incredibly unsurprising results of a survey based on responses from 85 major advertisers, was released today at the ANA's conference on integrated marketing in New York. And guess what? An increasing number of marketers believe that general advertising is no longer the most important component to a company's overall marketing communications program. Well whoda thunk that? The survey found that only 30 percent believed general advertising adds the most value to marketing programs, down from 51 percent in a similar survey done in 2003. The survey showed 67 percent of marketers use integrated marketing programs, but only 33 percent are happy with their efforts. Primarily because of the siloed corporate environment. Which would be the same one that’s reflected in their agencies. According to 72% of respondents, the most important contribution that ad agencies can make to integrated programs is coming up with the "Big" creative idea. Just make sure it’s not too “Big!” 
Then we'll have the "Corporate Big Idea Committee" vote on it!
Give me ten more minutes!
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