Increasingly, the most effective way of getting results for our clients is through integrated online/offline campaigns. I don't just mean a mix of online and offline tactics. I'm talking about truly integrated strategies in which each of the tactics reinforces the others.

That's the goal. The challenge is in making it happen.

I'm happy to say with a campaign I'm co-planning at present, it is working. Here's why: long before we started work on our integrated strategy, we created an integrated project team. Some of us specialise in digital communication, others in media relations or public affairs — but together we're focused on the campaign strategy, not just the tactics that could be divvied out to each of our functional areas, or our functional take on what the overall strategy should be.

This is how every integrated online/offline campaign should be staffed.