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

Overview

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’, ...

See more details below
Hardcover
$40.32
BN.com price
(Save 26%)$55.00 List Price
Other sellers (Hardcover)
  • All (11) from $5.22   
  • New (5) from $24.81   
  • Used (6) from $5.22   
Sending request ...

Overview

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

Read More Show Less

Editorial Reviews

From the Publisher
“...the only book published by a practitioner to address the issue of who will take the lead in the new communications planning world.." (Admap, February 2007)

"This volume is a great read and challenges our current planning ideas". (Brand Strategy, October 2008)

Read More Show Less

Product Details

  • ISBN-13: 9780470094518
  • Publisher: Wiley
  • Publication date: 2/3/2006
  • Edition number: 1
  • Pages: 322
  • Product dimensions: 5.80 (w) x 9.00 (h) x 1.00 (d)

Meet the Author

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.

Read More Show Less

Table of Contents

Foreword.

Preface.

Acknowledgements.

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.

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously
Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted January 26, 2006

    Ignore at your peril

    Whilst the industry talks about comms planning ad nauseum, Jim Taylor is probably the first to actually laid down how he see the industry evolving over the next 15 years or so. Their will be winners - and their will be losers - that's for certain. Written without bias and with cut through candour from experts cross industry, Jim Taylor's assessment of the future may just well be right. Intriguing for all - downright worrying for some. The best marketing book to surface in years.

    Was this review helpful? Yes  No   Report this review
Sort by: Showing 1 Customer Reviews

If you find inappropriate content, please report it to Barnes & Noble
Why is this product inappropriate?
Comments (optional)