Integrated marketing is often misunderstood.
Here we outline Rainier's definition of an integrated approach. Apply this to marketing and you run the risk of not using the best tools for the job of promoting a company or a product. When Rainier was founded in 1993, the fledgling agency was a product of the high-tech industry, and not the agency world. Integrated marketing is the key to building and extending a company's brand, allowing all communications activities to evolve from a central selling proposition with a unified message and knowledge base. The intellectual equity behind the overall marketing messages must permeate everything that touches the outside world.