An Integrated Perspective is a forum for all aspects of integrated marketing and communications.

We are unabashed advocates of integrated communications and believe that editorial has a significant impact on the effectiveness and impact of paid advertising. We also believe that coordinated messaging across all communications is a key to effectiveness. If paid advertising is delivering a message that is being countered by news coverage, it is likely that stakeholders will simply ignore the conflicting messages and believe neither of them.

Our goal in this blog is to aggregate the latest information about integrated communications, provide a forum for discussion, and help you toward your goal of becoming more customer-centric and more skilled in your ability to communicate with and influence your stakeholders.

We hope to learn as much as we teach.

An Integrated Perspective is supported by VMS, a leader in capturing and analyzing news and advertising content across all media types and all markets. VMS' goal is to help our clients understand the impact of their communications investment and we believe integrated communications is important to achieving this objective.