As we approach our functional specialisation courses, dealing among other subjects with the integration of mobile and social media into a crossmedia campaign, the two presenstations below might be of interest.
The first presentation by Kenny Withers offers a view about how to create an integrated online marketing campaign, builidng on his nine realms of Internet Marketing.
The second presentation by Gail Malcolm offers a case study about Cadbury Flake's UK campaign in 2013/14. It offers a good insight into the approach chosen by Cadbury and its agency starting with market research, going on to building an integrated media plan including paid, earned, and owned media across traditional, social and PR-channels as well as a look at its execution and results. I recommend to have a particularly close look at the relative spendings in the different media categories as well as the PR ideas about how to create more buzz around the brand in traditional as well as online media.