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

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

Spis treści:
Foreword.
Preface.
Ack nowledgements.
List of Interviewee Quote References.
PART I: WANTING TO FLY.
1. The Space Race.
2. Of Straw and Sponges.
3. Gravity.
4. Reviewing The Fleet.
5. Life Below Decks.
PART II: LEARNING TO FLY.
6. A Slow Wind on the Water.
7. The Soul Meter.
PART III: CUTTING THROUGH THE EARTH′S ATMOSPHERE.
8. The Dark Days of Data.
9. Antarctica.
10. The Twin Achilles’ Heels.
PART IV: WEIGHTLESSNESS.
11. 2020 Vision.
12. Beyond 2020: The ROI Of Snow.
Last words.
Profiles of Interviewees.
References.
Index.

Nota biograficzna:
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.

Okładka tylna:
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