Behold the evolution of marketing mankind! Integration has its origins in Graphic Integration, where everything has a visual coherence but little more. After several stages of development, we are reaching to the holy grail of Dynamic Integration, in which every element of the business is working in harmony and managed in market and in real-time. Today, best practice sees integration as something organic, to be architected around the customer’s experience, and ultimately, what we are moving towards – dynamic, with communications that move around people’s real lives as they live them. David Ogilvy never believed in the disintegration that grew up in the post-war period as a symptom of disciplinary specialization – the “disciplines” of Public Relations, Direct Marketing, Sales, Promotion and so on. He also firmly rebutted the advertising-centric orthodoxies of his generation; Ogilvy & Mather brought, with his encouragement, these disciplines into our family very early on through a programme of acquisition. Still, too often, advertising strategies were developed in the advertising agency and handed over to the other disciplines for implementation. However seamlessly that was done, the integration was superficial, not deep. When I became CEO of Ogilvy in 2008, I felt that we had both a huge advantage and huge liability. We possessed all the disciplines, which other agencies didn’t, and yet we did not feel deeply integrated. I hired Ben Richards from the connections agency Naked to find a solution. Naked was the parent of Communications Planning, but their definition of communications really stopped at advertising.