The more time I spend in an integrated role at a truly global agency/ hold co, the more I’m convinced this sh*t doesn’t work. Global scale takes away from relevance, meaning and adds layers of bureaucracy. Meanwhile, integration was challenging in 2019 when teams physically sat/met together. Fast forward to now: integration feels like pushing a boulder up Mt Everest. I see why people are dropping out to consult, coach and/ or create their own “place” in this wildly complicated space.

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Can you speak more about what you mean by integration? Is this about creating full funnel marketing in an IAT setting?

Ahhh, I would call that good ole fashioned team work, which I agree is pretty much missing in most work engagements

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