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
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.
Measuring effectiveness: models, attribution, experiments and triangulation
What brand and activation effects are, and how marketing mix modelling, attribution, experiments, brand lift and the Barcelona Principles each measure part of them. No single method is enough; the answer is to use them together, each for the question it can answer.