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Thursday 26th 2018f April 2018



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

Recommendations - Clients

The major recommendations for senior client-side marketers are:

  1. Recognise that you are responsible for integration, and the context for agencies to collaborate
  2. Develop an agenda to get marketing recognised as a key player in organisation-wide alignment
  3. Radically redefine your marketing communication concepts and language and develop �multi-lingual� communication skills in your people and teams
  4. Develop internal collaboration with other functions to achieve coherence and consistency through internal alignment across all aspects of the customer and other stakeholder experience; and thus get �reality media� on board with your plans
  5. Create a multi-disciplinary senior team with 5 key skills to steer big Open Planning projects: i.e. brand/customer (stakeholder)-insights/communications/media-channel/social (and project) skills
  6. Organise and focus marketing and communications teams by customer and other stakeholder communities rather than discipline
    • Be business objective and customer focused, not media/ communication focused
    • Optimisation depends on quality insights about the brand�s customer communities
  7. Expect or be open to significantly redefining or redistributing your budgets
  8. Pay agencies for ideas and execution, not their media spend; expect to reallocate costs and reward team results
  9. Work with and pay your agencies (including PR) as a differentiated but non-hierarchical collaborative, partnership team.
    • Work with a truly integrated and genuinely effective agency or with agencies willing to work in a collaborative Open Planning environment
    • Negotiate agreements that enable them to support good ideas that are not their own.
    • Pay all team members performance-related bonuses on the overall result.
  10. Start with a quality brief, then in parallel develop communications mix and creative
  11. better work/less time
  12. Define communications objectives in neutral, customer-oriented business dimensions that work for every agency and discipline. Brief all agencies (including Media/PR/HR-Internal and research) equally about major projects, and then listen
    • Optimisation is both an art and a science, and it needs a team capable of working together to make them a whole solution
    • MNP/ Open Planning principles support a variety of implementation methods: advantage comes from a culture of committed creativity
    • Eliminate the historic pecking order of agencies and disciplines: recognition of ideas and roles should depend on merit not history
    • All agencies (and internal functions) are capable of and should produce creative work and ideas in different ways at different times
    • Implement a common planning & evaluation framework/currency that works across the Touchpoints and communication methods
    • Development of a brief is a two-way (or multi-way) process between client and agency
    • Consider involving your major media/contact-owner partner(s) similarly: they can recommend innovative uses or pricing for media/contacts
  13. Use a single process-template and toolkit to support effective and efficient quality (creativity/productivity) and keep improving it. Creativity should play into every aspect of the process. Creative is not (just) an �above the line� term for a group of people and their work. Rigour should also play into every aspect of the process, for example in creative thinking and expression of the brand
  14. Plan and allocate across all potential media/Touchpoints before allocating to one (or any): the process starts with the brief, then in parallel, not sequentially, comes the planning of communications mix, media and creative
  15. Adopt a true �action research/action learning� approach over �accountability� to maximise insights and improvement
  16. Benchmark your �media performance� across all Touchpoints (both conventional media and other drivers of customer and other stakeholder experience)
  17. Collate and compare results from every communication project in any medium or discipline using common currency measures (develop econometric model). Unlock creative thinking with new measurements: the objectives and reward structures must reflect neutral or common measurement
  18. Make social skills/resources (partnering, learning etc) almost as important as marketing communication skills within the teams
  19. Optimisation requires a culture of fact-led decision-making and continuous learning

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