Editorial: co-creating our future.

SOME OF YOU MIGHT RECALL a recent issue of the Journal of Advertising Research (JAR) that covered topics conspicuously similar to those addressed in this issue. Some of you might also recall that the title of the current issue was originally imagined to be, "Does Synergy in Marketing Communication Deliver More Impact." If so, your recall is correct! In fact, I would encourage you to think of our final issue for 2005, "Broader Strategies for Cross-Channel Integration," and the present one as companion issues. The former led with Calder and Malthouse's fresh perspective on Integrated Marketing Communications (IMC) and followed with articles most of which discussed opportunities …