Learn · every claim sourced
Understand integrated marketing, step by step
Plain-language foundations, primers and guides on integrated marketing communications, with a source for every claim. New here? Begin with the short reads below.
The library
Internal comms 101: employees are the first audience
Internal communication keeps the people who deliver the brand informed, involved and able to speak for it. It belongs in IMC because customers meet the brand through employees, and it runs on leaders, line managers and a few well-run channels more than on any single tool.
Organising for IMC: agency models, in-housing, roles and AI in 2026
Integration is decided by how people and agencies are organised: lead agency, holding-company team, roster, in-house or hybrid. What the ANA's in-house research shows, which roles hold a plan together, the three shared processes that matter most, and what the evidence says about AI in 2026.