Multichannel Creative: Present Your Brand Consistently

When it comes to integrating creative between the three primary marketing channels – catalog, Web and retail – much has been said about presenting a consistent image across all channels. But doing so isn’t always so easy. As Carol Worthington-Levy, partner and director at San Rafael, Calif.-based consultancy LENSER, pointed during a session at the recent New England Mail Order Association conference in Saratoga Springs, N.Y., multichannel marketers should enroll their creative people in “taking a role in the actual selling process.”