My latest iMedia article:

What do you do if a campaign’s creative budget gets cut by 20 percent? Do you say the creative will be 20 percent less impactful and call it a day?

Hardly.

Sadly, falling budgets, especially in the area of production, are a challenge a lot of companies in this business are facing.

Complicating that challenge is the push for more integrated campaigns. That means more assets spread across a broader range of media environments — not exactly the route to lower creative costs.

But the best way to maintain quality with a smaller budget may not be by producing assets in less quantity, but rather by doing things differently. As campaign planning becomes more integrated, the increased awareness of how all media are interconnected can open up new opportunities for improved efficiencies.

Here are seven ways that an integrated approach to campaign development can help you accomplish better results with the creative assets you develop.

The rest of the story …