Space Race: An Inside View of the Future of Communications Planning

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9780470094518: Space Race: An Inside View of the Future of Communications Planning

Five years ago the world of agency communications turned upside down. Ogilvy introduced 360 degree thinking, Unilever formulated their ABC process, TBWA developed their Disruptive philosophy, and total communications planning was born. Now, total communications planning is being increasingly demanded by clients. The question is no longer where does the future lie, but how does an agency get there as quickly as possible? This book sets out to define the structure of tomorrow's agencies by interviewing the leading lights of the industry today. Jim Taylor, himself an experienced practitioner of Total Communications Planning, identifies common issues and themes to offer a set of likely scenarios for The Agencies of the Future.

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Quatrième de couverture :

The communications industry is in a period of structural and cultural turmoil, caused by the collapse of the full–service agency model and, more recently, the emergence of communications planning.

What is communications planning? It is the discipline of developing a holistic plan across marketing and trade marketing functions that creates a big picture for consumers by weaving together every aspect of a brand s communications. It s known by many aliases. channel planning , 360° planning , connections planning , media neutral planning and total communications planning are just a few of them.

Communications planning is the hottest topic in communications today. It is emerging globally and all agency types see it as their future; a latter–day space race is underway to claim the territory. Yet no–one has addressed the issues on everyone s minds: Where is this all going? Who will own communications planning? And how will it change things? Written by expert Jim Taylor and drawing on interviews with industry leaders including Rod Wright, MT Carney, George Michaelides, John Grant, Chris Ingram, Reg Lascaris and Charles Courtier, Space Race combines diverse insights with a clear point of view to offer a unique look at the future of communications planning over the next two decades.

A great read for anyone thinking about the future of marketing. Jim Taylor eloquently challenges the status quo and cites the emerging use of data to create communications planning the foundation on which brand ideas will be built. In proposing a new order, he forces us to rethink brand management in a whole new way.    Dawn Hudson, President and CEO, Pepsi–Cola North America

Biographie de l'auteur :

Jim Taylor is one of the few true communication planners in the world. having spent the last six years doing virtually nothing else...originally, at a local level, in South Africa, where in 1998 he and Peter Vogel left Ogilvy to found Nota Bene, the Country′s first media strategy agency...that has become a highly acclaimed agency specialising in communications planning. And more recently, in the UK, working for Mediaedge:cia:, Nota Bene′s parent, in an international capacity.

He cut his communications planning teeth on Unilever in South Africa – business that Nota Bene won in a JV with Initiative Media – but has since gone on, in Europe, to develop communications planning on clients such as Visa, Beiersdorf, and SABMiller.

Within the discipline, Jim is particularly passionate about in–sore retail communication...an area that is under–researched and complex, but one that is vital to get right, and in which to build the brand and communicate the brand idea.

Jim lives in Guildford, UK, with his wife Ali and Kids Tom, Joe & Amy.

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Jim Taylor, Nota Bene
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Description du livre John Wiley and Sons Ltd, United Kingdom, 2005. Hardback. État : New. 232 x 154 mm. Language: English . Brand New Book. Five years ago the world of agency communications turned upside down. Ogilvy introduced 360 degree thinking, Unilever formulated their ABC process, TBWA developed their Disruptive philosophy, and total communications planning was born. Now, total communications planning is being increasingly demanded by clients. The question is no longer where does the future lie, but how does an agency get there as quickly as possible? This book sets out to define the structure of tomorrow s agencies by interviewing the leading lights of the industry today. Jim Taylor, himself an experienced practitioner of Total Communications Planning, identifies common issues and themes to offer a set of likely scenarios for The Agencies of the Future. N° de réf. du libraire AAH9780470094518

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Description du livre John Wiley and Sons Ltd, United Kingdom, 2005. Hardback. État : New. 1. Auflage. 232 x 154 mm. Language: English . Brand New Book. Five years ago the world of agency communications turned upside down. Ogilvy introduced 360 degree thinking, Unilever formulated their ABC process, TBWA developed their Disruptive philosophy, and total communications planning was born. Now, total communications planning is being increasingly demanded by clients. The question is no longer where does the future lie, but how does an agency get there as quickly as possible? This book sets out to define the structure of tomorrow s agencies by interviewing the leading lights of the industry today. Jim Taylor, himself an experienced practitioner of Total Communications Planning, identifies common issues and themes to offer a set of likely scenarios for The Agencies of the Future. N° de réf. du libraire AAH9780470094518

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