There are tried-and-trusted tricks to achieve integration, but Dove has an extra ingredient
We marketing journalists are always being told what the tricks to building an integrated, media-neutral campaign are; it's seeing them play out that's the interesting thing. I had that opportunity through moderating PRWeek's recent webcast featuring brand leaders from Edelman, Ogilvy & Mather, and Unilever talking about Dove's "Real Beauty" campaign.
The first trick I recognized was that the campaign was built from the consumer out - more specifically, ...