What has a boomerang to do with marketing?

Everything.

How far can you throw a stick? 10 metres?

Mr Frank Donnellan threw one a world-record distance of 146.3 metres in Sydney's Centennial Park in May 1934. But it was a magic flying stick: a boomerang.

Some marketing campaigns try to fly with single stick solutions and miss out on that extra 136 metres.

The secret is integration. A boomerang, through a near-magic combination of integrated forces, takes on a life of its own. Its design generates a power far beyond the sum of its parts.

Its flat shape skims through the air. The weight shift between ends sets up centrifugal forces. The bend and the cutaways on the arms create a rotating wing - similar to a helicopter - which gives aerodynamic lift.

While gravity quickly pulls a stick to ground, the boomerang actually uses the forces of gravity and air resistance to fly further.

All this is accomplished at the expense of only a small part of the energy it picks up in spinning, which means it multiplies its own internal forces at little cost.

A truly integrated approach to marketing can give your campaign a life of its own and a power beyond the sum of its parts. The secret is in the design.