Core77

Unbeige posts on Ogilvy's m.o. suddenly switching from branding integration to branding innovation. The company's brand experience and design division, formerly known as the Branding Integration Group (BIG), has quickly stepped it up to Branding Innovation Group (still BIG...although this BIG might get their panties in a bunch). "Innovation" has most definitely been thrown around the design playing field as a key hype word--the word that has acted as a successful communicative liaison between the business and design worlds as of late. Ogilvy may regret this decision when "integration" makes a come back like the 80's did.