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Wednesday 20th 2018f June 2018

Open Process


Thought for the Day

"Failure is art of learning, and we have to enjoy that art." Written in 2011 by Abbas Pachmarhiwala --- India

The Centre for Integrated Marketing goes independent

As of June 3rd 2011, the Centre for Integrated Marketing became independent of the University of Bedfordshire. The Centre led the research project featured on this site. At the time of the research, we were a leading research centre of the University (then called Luton). Centre for Integrated Marketing

Revolutionary added value

"I think your work on the Open Planning is the most revolutionary value addition to the marketing industry in a long time" says Frank Maina, Head of Mobile, 3Mice


future events


Open Process is a newly developed communication planning and evaluation process between the brand and its agencies. Open process is designed to ensure the best ideas are found and used. The research team has developed a recommended template, with a significantly upgraded and faster planning process, including for example the issuing of an open brief to every agency at once. This should possibly include the research agency and certainly PR and any relevant internal functions. It might even include key partner media owners.

At the moment, budgets are typically allocated across different media at the beginning of a communications programme - before the message and most appropriate channels for communicating it are properly understood.

MNP's open planning contends that more money should be available for the thinking time at the start of the process; the time to be spent focusing on how best to communicate, and how the different components of the campaign should match up. The additional investment at the start is more than recovered by the execution process being swifter - and better targeted. Different departments work together (in a multi-disciplinary team) and then allocate how much money goes on each type of media. Open Planning thus enables a company to think more clearly about how it wants to communicate its message to the individual customer.