Media first unbundled from the agency almost a decade ago. We now have separate firms for interactive, direct marketing and PR. All these functions unbundled from the agency compete with each other . There are conflicts among them. There is scope for pull in different directions. There is, however, one brand and brand communication must converge at the delivery end. There is absence of a single brand custodian, a role performed by client service director in a full-service agency. Marketers, therefore, have to perform the role of a brand communicator. There is a need for re-integration and different mechanisms for this are being tried. There should be some central team leader focussing on consumer and brand planning. Instead of direct reporting there should be a matrix covering horizontal and vertical functions. What we should ensure is that the consumer should have one voice instead of separate voices.