Abstract
Abstract : This qualitative research study set out to discover through a case study approach how a South African advertising agency integrated their digital specialist team with the above the line, traditional team A body of existing literature was reviewed to better understand the constructs that underpin this phenomenon of agency integration, namely: changes in the macro, industry environment that spur on integration, especially understanding the role of emergent digital technology. McCann Worldgroup Johannesburg was selected as a case study for the purpose of this research. The major findings include a consensus around the failure of the integration initiative for several reasons. The integration initiative lacked substantial investment and leadership decided to pursue avenues that were quicker and easier to implement as opposed to what would have success and longevity. The implications of this approach on the teams were also investigated and the findings indicate that the team members experienced the integration process as emotional and taxing, and feelings of fear, frustration, misunderstanding, inadequacy and irrelevance were reported. The social and cultural dynamic was interrupted and so the work output suffered owing to duplication of resources, non-collaboration and longer turnaround times to deliver on integrated brand strategy.
M.A. (Strategic Communication)