Pick sides here because I am going to really agitate some of you. In a world where the big four Goliaths or really the big two seem to be gobbling up the vast majority of market share in activities, it is tough to argue that they are not being far more successful than the David’s at integration. In other words, they must be getting bigger for a reason and right now WPP’s “360” mantra is the best or perhaps most simple definition of integration. As marketers we will have to pick sides as we make increasingly complicated decisions about who we go with – big integrators or small integrators.