VIEWPOINT: MAKE 'LINE' INVISIBLE; NEW OLD IDEA.

Advertising Age,  August, 1998  

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Make 'line' invisible

It's time for the phrase "below the line" to be buried below the ground.

A growing number of big agencies have finally stopped talking about integrated marketing and started changing their structures to reflect a serious commitment. The idea that agencies can no longer afford to view themselves as mere creators of 30-second spots has taken hold-if only for reasons of healthy self-interest rather than actual passion for the integrated marketing concept.

Agencies that for years have sold themselves primarily on the strengths of their TV reels-mostly ...

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