For the benefit of IPR Advanced Certificate candidates who are reading around the concept of integrated marketing communications, take a look at this broadside from Al Ries. It’s specialisation, not intergration, that’s needed, he argues. (Via PR Machine.)
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PR Studies 
His point seems to be that specialization occurs, and splintering is the overwhelming tendency in the industry. This is an empirical observation, but is not a proof that umbrella-type solutions arent working.
I think there are 2 separate points to be made; the second one is the one the author doesn’t see. Now more than ever there’s a need for real, specialized skills and functions, now more than ever, there’s a need to unite these into a consistent and credible campaign.