integrated isn’t real.

"We are an integrated communication agency".

This sentence, so often, seems to be the pivotal starting point for the vast majority of communication agencies today.

But, the question I find myself asking each time is, is this really a positioning phrase we need be pushing in 2020? Is being 'integrated' still a point of differentiation today? Or should it be expected that a modern, successful communication agency has proactively adopted an integrated approach to effectively service the needs of those communication clients?

Unless you are targeting a specific niche of the industry, ie a Public Relations agency, Digital Agency or Social Media Agency, surely we should approach the activity of communication holistically in this day and age.

Being integrated as few as three years ago, perhaps even less, was most certainly something to shout about. However, as the digital world continues to evolve at a rapid pace, today, we must find alternative points of differentiation in order to truly set ourselves, as successful communicators, apart. So, what's yours?