While consumers easily integrate their media by going to websites they hear about on TV commercials and participating in contests and polls that are part of TV shows, the marketing and media world has yet to embrace integration, reports MediaPost, citing comments made Tuesday by OMMA West panelists. "The marketing and media industries resist integration at every turn," said Cory Treffiletti, senior vice-president, managing director, Carat Interactive, San Francisco, who moderated a panel about integration.

One panelist is quoted as saying, "Cooperation is the key word to integration. You cannot provide a desirable, finished product without integration." Another says that offline agencies have their own agendas: "They make more money when they have more work, and when they plan what they do… It's very difficult for any agency to step up on their own." Another cites creatives' ego and greed: "If I'm a TV agency, I want my idea. I might not make as much money on yours. I want my idea advanced. Are we integrating our egos? No, and that's a major problem."