This paper offers a detailed explanation of what competitive market advantage is and how it is gained, as well as what integrated marketing communication is and how it can be used as a tool and strategy to help companies gain a leading market position. The goal of every company is to have as good of a market position as possible in order to gain a larger number of customers to sell their products and services to. Thanks to the development of technology, as well as changes in consumer perceptions, companies must constantly develop innovative and efficient methods to influence their consumers. By applying integrated marketing communications, companies can include a broad target group to offer their products and services to. Integrated marketing communication has proven to be an inexhaustible tool in achieving a company's leadership position. Marketing and communication are key aspects of business-to-customer interaction. The most important goal of every company is to meet the needs of its consumers through the sale of products and services that will have a greater utilization value than expected, as well as creating partnerships and achieving loyalty that represents competitive advantage. Marketing experts and companies utilizing targeting ads must design creative, memorable and effective appeals, ads, and messages to keep up-to-date and attract potential consumers in times of uninterrupted oscillations and merciless market games. The theoretical part of the paper concludes with the practical example of “Hrvatski Telekom”, where it is shown and analyzed how the company uses integrated marketing communication in a creative, efficient and high-quality manner in order to achieve a leading market position.