“Next time your agency presents a 48-sheet, demand to see the 49th.” Agencies and their clients have been talking about integrated communications for twenty years. The arguments for integration are incontestable, yet nobody has ever lent them proper substance, nor even addressed them with anything approaching intellectual rigour. Until now. King Blackford 49 was founded by two people committed to the principle of ‘connected thinking’ and with practical experience across the range of complementary disciplines available to the modern marketer.