Search our site search best practice group

Sunday 19th 2019f May 2019

Best Paractice Group


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

    Best Practice Group

CIM/CFIM Research method and best practice group

The research group ("MNP best practice group") consisted of a judgement panel of more than 20 senior marketing decision makers operating across B2B, FMCG, consumer durables and consumer services industries and belonging to both client and agency sides, including representatives from PR, advertising, direct, media planning and other sectors. Some 20 senior marketing professionals had a consultative role supporting the core group. The core participants dedicated typically around 30-40 hours each to the research project that ran from November 2002 to December 2003.

The methods used included 7 half-day plenary meetings with activities ranging from action research, action learning, appreciative enquiry, and participative and facilitated discussions, expert witness statements, presentations, workshop activities, assignments, and illustrative examples. In parallel, there were also over a dozen sub-group meetings working on agreed assignments and sharing their findings with the group. All core group meetings were recorded and transcribed for accuracy. The group also used a web-based forum that represents an additional data source. Findings were reported back and validated by the group. A dedicated website with discussion board and content analysis (hosted kindly by Novartis Europe) assisted the process.

The major contributors were:

  • Kevin Bishop - EMEA Marketing Director, IBM Business Consulting Services and CIM nominated Chair of the Group
  • Prof Angus Jenkinson - Director Centre for Integrated Marketing, University of Bedfordshire, and research leader
  • Branko Sain - Research Fellow, Centre for Integrated Marketing, Luton Business School
  • Alida Catcheside - Head of Direct Marketing Europe, Novartis
  • Barbara Lauer - Head of Marketing Strategy, Lloyds TSB
  • Colin Green - Marketing Director, Land Rover (UK) Ltd
  • Gordon Willoughby - Marketing & Content Sales Director, Financial Times
  • Joanne Sheehan - European Media Manager, Ford Motor Company Ltd
  • John Grounds - Director of Communications, NSPCC
  • Jos Sharp - Manager Integrated Marketing, Vauxhall Motors Ltd
  • Paul Smith - Regional Media Manager, Masterfoods
  • Peter Wilson - Marketing Controller, Pfizer Consumer Healthcare
  • Alan Wilson - Managing Director - ATG, Mindshare Media UK
  • Andrew Davies - Director, CRICKET Brand Communications
  • Jeff Bartlett - Director, CAM
  • John Howkins - Planning Partner, Rainey Kelly Campbell Roalfe/Y&R
  • Peter Stephenson-Wright - Managing Director - Automotive, Wunderman - Europe, Middle East and Africa
  • Rob Gray - CEO, Mercier Gray
  • Simon Ward - Then MD, Brodeur Worldwide, now Managing Partner Promodus

The research was supplemented by a literature review in both academic and trade press commentary. The Centre for Integrated Marketing also had access to research by Royal Mail and by the APG (Account Planning Group).

The findings were also informed by the Centre's own research into over 30 brands including more than 80 interviews with senior marketing decision makers from most industries and disciplines, mostly in the UK, along with senior academics and representatives from professional bodies (CIM, IDM, D&AD etc). A range of qualitative and quantitative investigative methods were deployed, including an on-going literature review of academic and practitioner publications, and databases such as the IPA Effectiveness Awards, in-depth interviews, expert witness interviews, focus groups, action research, action learning, appreciative enquiry, participative discussion techniques, questionnaires, tools development and testing. Case based research that explored actual practice and communications was an important element.

The group has formed the nucleus of the Media Neutral Planning Best Practice Group.

Return to page top