Abstract The advertising agency environment is changing and requires agencies to deal with many communications opportunities in emerging platforms. Many concepts from IMC (e.g., the importance of data-driven targeting and integrated communication across disciplinary boundaries) have carried forward to the digital era. While academic literature has begun to examine the impact of digital technology on communication practice, the function of traditional full-service advertising agencies within the digital, social, and experiential communication environment remains under-examined. This study employs a qualitative paradigmatic perspective to address the following research question: What are experiences with and perceptions of strategic digital integration among veteran advertising professionals who work in New York City full-service agencies? Eighteen advertising agency professionals who held supervisory positions were interviewed to gain a longer-term perspective on experiences with strategic digital integration. All participants were employees of major, full-service NYC advertising agencies as they would likely work with sophisticated national and multi-national marketers. Three key insights emerged from data collection: (1) planning departments are changing, (2) there are many opportunities and threats to strategic digital integration, and (3) the continued importance of the “big idea” as the heart of the advertising business. Overall, participants from the NYC agencies do not suggest that advertising is dying, rather they portray it as an evolving industry leveraging the new promises of digital platforms through better strategic integration.

中文翻译：

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实现战略数字整合：经验丰富的纽约市广告代理商的意见

摘要广告代理商的环境正在发生变化，要求代理商应对新兴平台中的许多交流机会。IMC的许多概念（例如，跨学科界限的以数据为导向的目标和整合交流的重要性）已经发展到了数字时代。尽管学术文献已开始研究数字技术对通信实践的影响，但传统的全方位服务广告代理商在数字，社交和体验式通信环境中的功能仍未得到充分研究。这项研究采用定性的范式观点来解决以下研究问题：在纽约市全方位服务机构工作的资深广告专业人士对战略数字整合有什么经验和看法？接受了18位担任主管职位的广告代理商的专业人士的采访，以获取有关战略数字集成经验的更长期观点。所有参与者都是主要的，提供全方位服务的纽约广告公司的雇员，因为他们很可能会与经验丰富的国家和跨国营销人员合作。数据收集产生了三个关键的见解：（1）规划部门正在变化；（2）战略数字整合面临许多机遇和威胁；（3）“大创意”作为广告业务核心的持续重要性。总体而言，来自纽约市代理商的参与者并不表示广告正在逐渐消失，