This is how we do it. YMMV.
I agree that integration is an important goal for agencies who want to offer both digital and traditional services. In fact, in my opinion, integration between traditional and digital/social is the biggest challenge facing advertising agencies and public relations firms right now. That said, integration is an incredibly difficult process. I have a hard time believing that there’s One True Way to get there. If you’ve committed to a strategy to get there and you’re making progress, kudos to you, I say.
