Welcome to the fourth in a series titled ‘The Business of Digital Media.’ The series, in concert with Scribe Media and the Wharton Interactive Media Initiative, The Wharton School, University of Pennsylvania, features provocative and informative discussions with top media executives about myriad changes in media markets wrought by the Web.

The series explores the dramatic shift in media budgets from traditional media channels to digital-media properties, the economic models of interactive businesses along with the value drivers which continue to deliver robust acquisition values for business owners.

In the latest installment, we explore integrated marketing trends and how they’re affecting both agency-client relations and the M&A field. While integrated marketing has accomplished a great deal in theory, the actual practice still leaves a lot to be desired.

What’s top of mind for media veteran Tim Andree, CEO of ad agency Dentsu America and his industry brethren is making sure their agencies can buy across media channels and offer clients the type of one-stop shopping that is fast becoming the industry norm. And although there is a growing march of ad dollars toward digital venues, it’s not a zero-sum game compared with other media.

“They’re still very few cases in which it is integrated all the way through, and we can deal with only one set of [media] planners,” said Lauren Wiener, Senior VP of Meredith Interactive, referring to the agency side. “Clients are telling us they want 360-degree solutions.”

Joining the discussion are Jeff Reinhardt, Managing Director of media investment bank Berkery Noyes, and Matthew Schwartz, Senior Editor of ScribeMedia.org.

We invite you to view the video and then contact Contact By Email Kathleen Y. Thomas, the senior investment banker in our Digital Information Group, to discuss how this information can inform your strategic thinking.