The purpose of the research is to establish whether academics and practitioners are similar in
their perceptions of what Integrated Marketing Communications (IMC) is and what role it has to
play in today’s dynamic landscape. This objective is achieved by analysing ten essays that were
published by Campaign magazine in December 2010 under the heading of “What’s Next in
Integration”. The essays were written by a selection of successful and high profile practitioners
and it was therefore felt to be an accurate description of views of the industry on the subject. The
essays are analysed utilising a framework provided by Kliatchko (2008) with reference to other
key writers in the field. The implications of the findings are then discussed