Integrating media and creative has become the holy grail of marketing. Every brand wants it. Every agency claims to do it. But can they really walk the walk? True, cross-disciplinary integration goes beyond the industry-standard collaboration between media and creative. It means approaching a brand's entire ecosystem holistically from the outset, ensuring every action is aligned and geared towards a shared goal. Integration isn't a product, it's a process. And it's a process that delivers m...

As a member of the management team at the international agency group T&Pm, Sarah Mooslechner heads up the Strategy and Social Media departments for Germany. Three things have been constant in the life of this Vienna native: a passion for communication, a relentless curiosity about social structures ...