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

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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 ...

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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

Product Details

  • ISBN-13: 9780470094518
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 2/3/2006
  • Edition number: 1
  • Pages: 322
  • Sales rank: 782,866
  • Product dimensions: 5.80 (w) x 9.00 (h) x 1.00 (d)

Meet the Author

Jim Taylor

Jim Taylor, PhD, is a psychologist recognized for his work in the psychological aspects of performance in sport and the performing arts. He has implemented a psychological services program for the Miami City Ballet, lectured at the Hartford Ballet Company, and served as a consultant and member of the faculty at the DanceAspen Summer School. A former associate professor at Nova University in Ft. Lauderdale, Dr.

Table of Contents

1 The space race 3
2 Of straw and sponges 19
3 Gravity 43
4 Reviewing the fleet 57
5 Life below decks 83
6 A slow wind on the water 117
7 The soul meter 137
8 The dark days of data 159
9 Antarctica 181
10 The twin Achilles' heels 203
11 2020 vision 225
12 Beyond 2020 : the ROI of snow 237
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  • 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.

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