You just know that anything pitched as the global event for integrated marketing is going to be as huge as American meal portion sizes. And DMA 09 in sunny San Diego sure didn’t disappoint, with 6 days of world class keynotes, thought leadership sessions and best practice case studies, alongside the world’s biggest marketing exhibition.

For as long as anyone cares to remember, the marketing industry has been divided by lines, namely: above the line; below the line; and more recently online.

But as technology continues to advance, those mediums that we had once accepted as mass, or above the line, are changing, and fast.

Basically, all forms of media are becoming direct and the line doesn’t exist any more…