This article was originally published on Smart Insights on Oct 8, 2014 by Maggie Majstrova.

What do effective integrated marketing campaigns have in common?

Integrated marketing campaigns can be a tricky art to perfect. We live in a multi-media world, which means that new media and old media sit alongside one another, sometimes competing, other times working collectively – in the case of integrated campaigns they work together.

However despite saying all of this, what is it that actually leads to successful results? Consistent branding and messaging, frequency of communications and deciding on your primary medium are collectively important points to factor in. Let’s take a look at some of the most impressive integrated campaigns:

#1 Compare the Market – Baby Oleg

On Christmas Day 2013, comparethemarket.com released a television advert revealing new character Baby Oleg. In January 2014 the campaign went into full swing with an advertisement promoting a cuddly toy…