Two years ago I joined CanWest Media Sales as VP Integrated Business Solutions. Simply put, my role was to look at how CanWest could deliver integrated marketing messages across multiple media platforms. And while most other media owners have now abandoned their convergence strategy, CanWest remains committed.

For us, this is a long-term strategy based on acquiring increased consumer attention through multi-media expansion. CanWest has pursued a horizontal integration strategy consisting of broadcast, publishing, interactive and other media platforms. And while I’ll acknowledge there have been many challenges along the road, there have also been many benefits. In fact, integrated sales added $26 million in new revenues in our first year and made for stronger relationships with our customers.

Our focus from the outset has been to create consumer-centric integrated campaigns that are based on target audience media habits and lifestyle. This approach requires a partnership with the advertiser and agency to identify and create content that is relevant to the target audience. It’s our belief that integrated campaigns should deliver greater value than the individual parts on their own, and this is achieved by working closely at the planning stage with media companies to create effective communication solutions.

One myth about convergence is that only advertisers with multi-million-dollar budgets can make it work. We have created unique opportunities for smaller advertisers that go beyond the traditional use of ad space and time. In fact, over 60% of integrated revenues last year came from regional initiatives for smaller advertisers.

We have also been able to capitalize on regional programs. The ‘BC Shopping Spree’ is a retail campaign designed to generate store traffic and increase sales for participating retailers during slower sales months. The campaign includes TV, newspapers and online with a complete merchandising package for retailers. The program has been so successful that it has now been adapted for other regions across the country.

Another misconception is that convergence is only suited for specific businesses.

In fact, effective campaigns have been developed for many different business sectors including financial institutions, entertainment, packaged goods, government, technology and consumer electronics. Customization of campaigns at the regional or market level has helped to address competitive challenges and to deliver meaningful and engaging content to consumers.

There has also been some debate on the value of creating custom content. Existing content can also be leveraged to create ‘franchise’ programs that in turn provide multiple connect points with consumers.

One example is Body & Health, a daily half-hour television health program that reaches audiences across Canada. Under the Body & Health brand, CanWest has produced several health-related TV specials such as Cold and Flu. In conjunction with the TV special, an eight-page supplement was produced and distributed in the National Post and Metro newspapers. The program was also extended online through a special feature on canada.com with links to the sponsor’s Web site.

Through a partnership with the Professional Health Services Network, the advertiser’s message was included in health TV programming that appeared in medical clinics across Canada. Cross-promotion of the Body & Health program in our media properties provides synergy and attracts viewers and readers. Adding additional components such as database marketing, promotions or sampling can also customize the ‘franchise’ programs.

Questions have also been raised with respect to the effectiveness of integrated campaigns.

But there is hard evidence that integrated campaigns work. Advertiser feedback and research surveys suggest that integrated programs can be a powerful communication tool through the creation of relevant content and multiple connect points with the target audience. Integrated campaigns have been effective in changing consumer attitudes and behaviour, increasing market share and in dispelling specific media communication concerns. Another indication of success is the creation of subsequent programs for the same advertiser.

I believe integrated campaigns offer untapped communication opportunities and a competitive advantage for advertisers and their agencies – as long as they’re willing to explore the possibilities and challenge their media partners.