Begin with the commercial change
An integrated brief starts by defining what must change in the market or customer journey. Channels are possible responses, not the objective itself.
Give every discipline a different job
Brand may build memory, PR may add credibility, media may create reach and digital experience may convert intent. Integration comes from complementary roles, not repetition.
Share one evidence plan
Agree leading signals, commercial outcomes, data sources and decision points before launch so every specialist learns from the same picture.
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