You’ve spent the last five years trying to do ‘integrated’ work, in other words, your TV ad, your press ad and your website all look the same. You’re very proud because you’ve just about mastered integration. Well, here’s the bad news: you missed the point. Integration is less about things looking the same and more about a consistent brand behaviour, specially on the digital arena. This chapter will address some simple conventions to help you make the most of opportunities on the interactive space. Before we go into the DO’s and DON’Ts of digital integration, here are three starting points on the...