A campaign rarely meets its audience in one place. Television, radio, outdoor, print, social, and digital environments each ask for a different kind of attention.
Integration is not copying the same asset everywhere. It is preserving the central idea while allowing a format to make its own contribution. A short line on a street poster and a longer film can feel like the same campaign without behaving alike.
Start by identifying the job of every channel. The plan becomes more coherent when each execution has a reason to exist.